Due to the changing market, which demanded fewer sporting and rich
heritage cars in favour of cheaper cars, profits for Vauxhall decreased after
the World War 1. In 1925, GM brought Vauxhall for $2.5 million dollars.
GM hosts a portfolio of car makers but has been known over recent years
to absorb and remove marques from the market. It currently owns Buick,
Cadillac, GMC, Chevrolet, Open, Holden and Vauxhall. Previously, however,
Pontiac, Oldsmobile, Saturn and Hummer were all part of GM but have been
discontinued after the global recession added financial pressure to GM. Saab
was also owned by GM, but was sold after the recession. Various technology rights
hindered the new owner’s progress with the brand as GM still owned the
production rights for them. Many Saab vehicles shared platforms with other
models in the GM architecture, and GM were anxious to protect this technology.
Due to its long standing American ownership, Vauxhall is not seen
consciously as a British brand despite having long standing and well
established facilities within the UK. The brand is conceived more as a German
brand as much of the European development of its vehicles is carried out in
Germany at Opel’s development plants. Improved build quality and reliability
have long been associated with German manufacturers and British manufacturers
stereotypically making cars of poor design and quality.
Thanks to strong European styling and good build quality, the American
connotations with the brand are kept to a minimum.
Sources
http://merriamassociates.com/2010/11/general-motors-a-reorganized-brand-architecture-for-a-reorganized-company/
http://merriamassociates.com/2009/09/approaches-to-brand-architecture/
http://content.usatoday.com/communities/driveon/post/2009/08/68497806/1
http://www.forbes.com/2009/04/27/dying-car-brands-lifestyle-vehicles-pontiac.html
http://www.autocar.co.uk/News/NewsArticle/AllCars/260835/
No comments:
Post a Comment