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One of the issues Flint has, is GM's plan to sell their medium-duty truck unit. I've been wondering about this too, but not for the reasons Flint mentioned. If this unit is sold to Navistar, as has been rumored, will the names Chevrolet, GMC, TopKick and Kodiak disappear? Or will Navistar keep everything in tact, including the names, but just sell them through Navistar truck dealers?When Ford sold their HD truck line to Freightliner (DaimlerChrysler), the vehicles were then rebadged as Sterling trucks, with virtually no changes other than the logos. We also know that Volvo cars and truck now have different owners, but the Volvo name remained the same for both owners after the car unit was sold to Ford. If the GM trucks are absorbed into Navistar, and the names are changed, would they change to International, or would they adopt a new brand name of some sort?
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My guess is that they would not be labeled as Internationals, as I think from a marketing standpoint it would just add confusion among truck customers as to why, and as to how this newly acquired unit would fit within the existing International truck lineup.
One thing I think is very likely if they do stick with a GM brand name, is that only one "brand" name will survive, and I suspect that would be GMC, as it's better known as a true truck brand than is Chevrolet.
If I were calling the shots here—assuming, of course, this deal goes through—I'd sell these trucks under one brand name, and that would be "Kodiak" (TopKick, even if it's a GMC name, is just too goofy for a truck brand name). Kodiak is a name with a clear link to GM (and their customers!), and—like the Sterling name—would keep it separate from International and any ensuing brand confusion. So I say Kodiak 4500 through Kodiak 8500 is the way to go.
One other issue remains: What will this mean to GM car dealers that currently sell the lighter duty 4500/5500 models? Will they no longer sell these trucks, as they may no long be badged as Chevys or GMCs? And if so, that will put these dealers at a distinct disadvantage when competing with Ford car dealers, which do sell class 4/5 trucks. And let's not forget Dodge too, as they will soon be selling Ram 4500/5500 models.
One thing I think is very likely if they do stick with a GM brand name, is that only one "brand" name will survive, and I suspect that would be GMC, as it's better known as a true truck brand than is Chevrolet.
If I were calling the shots here—assuming, of course, this deal goes through—I'd sell these trucks under one brand name, and that would be "Kodiak" (TopKick, even if it's a GMC name, is just too goofy for a truck brand name). Kodiak is a name with a clear link to GM (and their customers!), and—like the Sterling name—would keep it separate from International and any ensuing brand confusion. So I say Kodiak 4500 through Kodiak 8500 is the way to go.
One other issue remains: What will this mean to GM car dealers that currently sell the lighter duty 4500/5500 models? Will they no longer sell these trucks, as they may no long be badged as Chevys or GMCs? And if so, that will put these dealers at a distinct disadvantage when competing with Ford car dealers, which do sell class 4/5 trucks. And let's not forget Dodge too, as they will soon be selling Ram 4500/5500 models.
bbechtel16 says:
05:44 AM, 07/ 9/07
BB has a solution. DON'T SELL THE MEDIUM DUTY LINE! I'm assuming they are profitable? Don't ax stuff that makes you money, it costs you money in the long run! Regardless, it might be a good idea to simplify the brand and sell GMC Kodiaks.
gmguy111 says:
08:46 AM, 07/ 9/07
I agree DO NOT SELL THE MEDIUM TRUCK LINE!!!!!!!!!!! only a brain dead monkey would think thats a good plan its already a moneymaker as it is. instead what should be done is as BB said simplify the brands because the topkick and kodiak are basically the same truck and compete against each other
sddoc07 says:
12:47 AM, 07/10/07
From what little I've read - the medium truck line is actually not all that profitable. However, the Allison transmission division was a crown jewel in GM's crown and it will be missed SOONER rather than later