GM plans new U.S brand strategy

DETROIT, May 19 (UPI) -- General Motors Corp. has decided to reduce its full-line marques in the United States from eight brands to two, Chevrolet and Cadillac.

Only two GM brands will keep providing buyers a full-line of models, as the big but beleaguered company uses brands like Pontiac, Buick, Saab, Hummer, GMC and Saturn to offer more limited product lines under a new strategy aimed at building sales, cutting costs and bolstering brand identity.

Buick, Pontiac, GMC, Saturn, Hummer and Saab will exist as "focus brands" with more limited portfolios, the Detroit News said. Some models, like the Buick Terraza or Pontiac Montana SV6 minivan, will be eliminated.

Mark LaNeve, GM North America vice president of vehicle sales, service and marketing, said the mass-market Chevrolet and premium Cadillac would be the two bookend brands, with each offering a broad product lineup.