2010 NAIAS Report: Chevrolet and GMC

A few days ago, I reported on the showing Buick and Cadillac made at the 2010 North American International Auto Show. Now, it's Chevrolet's and GMC's turns.

This year at the NAIAS, Chevrolet's big announcement had to do with a small car: the Aveo RS concept, to be precise.

It was impressive. Considering the vehicle it's replacing, though, impressive isn't a very high bar to clear. The current Aveo actually began life in 2002 as the Daewoo Kalos. When GM scooped up Daewoo, amidst a massive financial/CEO embezzlement crisis in 2003, the Italdesign Giugiaro-penned Kalos was a decent product. For the 2004 model year, Chevy decided to plug the subcompact hole in its American product line by putting a new front fascia on the Korean-made sedan and 5-door hatch and selling them in America as the Aveo we've all come to know and...well...

Offering the new small car in America also meant that, when it came time to replace the ancient Cavalier, GM could move its replacement, the Cobalt, up in price and therefore make a better profit margin from it.

NAIAS Report: General Motors - Buick and Cadillac

Automotive Playbook was invited by General Motors to be their guest at the 2010 North American International Auto Show this past week in Detroit. It was an incredible opportunity and an exhilarating experience. Although a guest of GM, I had more than enough of a chance to attend the rest of the show and examine what the other major manufacturers, sans Nissan/Infiniti and Porsche, had on offer, as well.

My take on what Ford and Chrysler, the Germans, Koreans, Japanese, and the more minor players showed and announced will be coming soon. GM, however, gets the first set of analysis.

At this year's show, GM was down to displaying 4 "core brands" - Buick, Cadillac, Chevrolet, and GMC - as opposed to the eight they had last year. It was extremely important that GM put its best foot forward, as it had a terrible 2009 involving a bailout, a bankruptcy, and big managerial shakeups. Because of my lack of concision, the Chevy and GMC perspective will be up in about 3 days. For now, here's Buick and Cadillac:

Buick is seen these days as the "wild card" brand. Few in the industry seem to understand why GM kept it, and what it stands for anymore. Fewer still see how the brand can overcome the old person's car image that has been associated with the brand for a couple of decades now.