Why Is GM Combining Buick and Opel Brands?
General Motors (NYSE:GM) executives interviewed by Reuters said that the company is planning to more closely combine its Buick and Opel brands, which could lead to Buick customers in the U.S. and China seeing more European-style engineering from the German Opel.
More closely combining the global product development of the brands will allow GM to cut costs and time while increasing the company’s offerings in different markets around the world. According to Reuters, teamwork between the two brands could lead to some new European-inspired Buick vehicles available for drivers in the U.S. and China.
This is a different strategy than GM took with Chevrolet and Cadillac, which the company built into stand-alone brands. Buick and Opel have not performed as well as Chevy and Cadillac, so GM is combining Buick and Opel to help target global markets. Opel vehicles will be primarily built and sold in Europe, while Buick models will be built and sold in the U.S. and China, the executives said during interview at last week’s Frankfurt Auto Show.