Filed under: Hybrids/Alternative, Green, Chevrolet, GM, Pontiac
Pontiac most likely for second Volt
Click above for gallery of production pics of Chevy Volt
When the Chevy Volt goes on sale in late 2010, it may be joined shortly thereafter by other GM-branded series hybrids using the eFlex architecture. But after the General's bread-and-butter bow-tie division, which brands make the most sense to get their own Volt? We've already seen a Cadillac with underlying eFlex technology, and GM's luxury arm could charge higher prices to offset the cost of the expensive powertrain. After Cadillac, Saturn might be a good bet considering we've already seen an eFlex-based Saturn-branded FlexStream concept.
Susan Docherty, GM's North American vice president of Buick, Pontiac and GMC, thinks GM's driving excitement team is a natural fit for a Volt-like hybrid. Her reason is that the Pontiac brand can attract a younger crowd that readily accepts new technology and cutting-edge design. We're not so sure. If Pontiac is supposed to build excitement, how does that jive with a heavy battery pack in a car that's engineered to save fuel rather than go fast? Then again, nothing says instant torque quite like an electric vehicle. Dealers who bought into building combined Buick, Pontiac and GMC stores will want at least one vehicle in their showrooms based on the eFlex architecture, though, and Pontiac makes more sense than Buick or GMC.
Gallery: Production Chevy Volt
[Source: Popular Mechanics]
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Reader Comments (Page 1 of 2)
Tourian 3:43PM (8/29/2008)
Wow. The car isn't even out and they've already decided to badge whore it to death. Unbelievable. I totally can get down with a Cadillac version, but a Pontiac version would be absolutely rediculous unless it has completely different sheetmetal and a different class vehicle, such as a volt Vibe maybe.
Maybe.
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Jj 4:36PM (8/29/2008)
There is a difference between “Brand Whoring” and applying their eFlex technology to other GM products.
Platform sharing is different from badge engineering. If there is one interchangeable part people scream badge engineering.
Tourian 5:08PM (8/29/2008)
I understand there is a bigdifference. I just have not seen an example of GM doing it the right way and not letting it happen the wrong way. Which is why I said it would make sense if it were different sheetmetal and a different class vehicle with the same platform and technology. Instead even with the good design like the Enclave, you now have four versions of the same car with the Traerse coming on line soon.
why not the LS2LS7? 6:59PM (8/29/2008)
You haven't seen a Chevy Malibu and a Saturn Aura before? How about a Corvette and Cadillac XLR?
I personally think the Solstice/Sky are differentiated enough too, but some may disagree.
patrick 7:39PM (8/29/2008)
TOURIAN: you are absolutely CORRECT!!!
Badge Whoring will catch up to Toyota as well. It's just cutting too many corners.
Tourian 10:35AM (8/30/2008)
@LSX
I think the only one of those thats different enough is the Vette and XLR, unfortunately the XLR has been a slaes disaster, so no, it still isn't a good example.
Solstice/SKy and Malibu/Aura or too close imo.
tekdemon 3:53PM (8/29/2008)
I'm all for having more than one e-flex based vehicle, but I'm REALLY hoping GM will stop rebranding the same car as a bazillion different models already. The same platform can be used but at least make it a different car please. A convertible car would be nice =)
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Sh00kaL00k 3:54PM (8/29/2008)
Why wouldn't Buick make more sense? If Cadillac, a high end luxury division, can have an eFlex car, then why can't an entry level luxury division have one too?
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Torrent 3:57PM (8/29/2008)
Come on! Didn't Wagoner or Lutz or somebody like that say there would be no more badge engineering? What's next- A Pontiac Traverse?
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MikeofLA 4:03PM (8/29/2008)
If it's not a rwd performance car, why would Pontiac be on the list. I was under the impression Pontiac was leaning away from the FWD, slow, cars. I do not think the e-flex platform will fit into any of Pontiac's line up... unless, maybe a coupe?
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Andrew L 4:10PM (8/29/2008)
Pontiac Needs a Volt, so does Buick, SAAB, Cadillac, Saturn, Hummer, and GMC
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Bluestreak 4:14PM (8/29/2008)
I dislike badge-engineering as well, but it might make sense if it were a different class of vehicle, as Tourian and tekdemon mentioned. The poor aerodynamics of a convertible don't make as much sense for an electric vehicle as a hatchback/wagon, though.
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PJ 4:46PM (8/29/2008)
Docherty's imagined brand values for Pontiac--youth, new technology, and cutting-edge design--are just that. Imagined. The reality is that Pontiac is still about where it was ten years ago.
In 1998, Pontiac offered one exciting rear-wheel-drive muscle car (Firebird), one moderately sporty midsize sedan (Grand Prix), and a bunch of aging, low-tech, "high-value" badge jobs (Bonneville, Grand Am, Sunfire, Trans Sport). Fast forward to 2008, and we've got a largely similar product mix in terms of standout product vs. marginally competitive filler. The new filler is far better than the old, but that's true of every brand.
Point is, there's really no brand identity for a rebadged Volt to conflict with. If Toyota can do a Lexus Prius, and the demand is there, Chevy can do a Pontiac Volt.
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Jrejre 5:06PM (8/29/2008)
Electric Solstice.
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Toledo Guy 5:12PM (8/29/2008)
Electric Solstice? No way! I think they played at a house party while I was in college!!!! hehehehehe
J M C 3 5:14PM (8/29/2008)
Buick Electra?
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Torrent 10:24PM (8/29/2008)
Or a Saturn Coldfront.
Dave 5:46PM (8/29/2008)
GM's plan of increasing the range-extended electic car platform conforms with the new technology that all automakers will be facing. Just because it is announced that another brand will be employing this technology does not mean it will be a badge engineered clone.
GM's track record is far from perfect on giving each division their own designs; they have hopefully learned their lesson.
Give Pontiac an electric Fiero update, market it properly and bring it out finished . Don't have to improve it every year till it is a good car that has a bad rep.
Cadillac would need an "Art's and Science" design to relate to the whole division and uncompromised luxury for 4 people.
Chevrolet would be value and economy.
Buick should return to the"I know quality, but I'm not flashy like Cadillac"
Saturn. Does anybody know what Saturn is?
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anoldbikeguy 6:19PM (8/29/2008)
Ok - for all of you nattering nabobs of negativism, pay attention here and you might learn something (nah, you probably won't - you can't focus on anything other than your pre-conceived anti GM drivel).
E-Flex is an 'architecture'. I know this is a big word for you, but follow along here.
There are several different architectures of hybrid vehicles that GM currently offers (with additional models of each on the way).
1. Mild Hybrid - the least expensive - uses a starter/generator that can provide some low speed propulsion, like in stop and go driving, but does not work in tandem with the fueled engine. It also provides the capability for stop/start of the fueled engine when the vehicle is stopped - like at a traffic light. And yes, I have heard all of your ludicrous rhetoric that a 'mere' 10-15% improvement in fuel economy means that GM 'does not get it'. Funny how almost all other OEM's now are rushing stop/start sytems to market. Grow up morons - any improvement is good and can contribute to energy savings. Existing Chevy Malibu, Saturn Vue and Saturn Aura have this available.
2. Dual mode hybrid - the electric motor is embedded in the transmission and can operate alone or in conjunction with the fueled engine. In their first release, the much criticized Tahoe and Yukon, this achieved a solid 25% improvement in city fuel economy ratings. Again, don't bother, I have seen enough "GM doesn't get it' postings by those who ignore the FACTS - under the new EPA mileage ratings, every vehicle's fuel economy sticker was reduced, to align more closely with real world operating conditions. The FACT is that this large vehicle that can sit seven people and is capable of pulling a pretty heavy trailer gets the same city fuel economy rating as a four cylinder Toyota Camry and is higher than a six cylinder Camry. I have three kids and they have lots of friends - I cannot see how you try to justify how it is wrong to have a vehicle that gets 21 MPG and can carry seven people when doing so is 'evil' when compared to using two vehicles to carry the same amount of people. The Tahoe and Yukon are just the first to be released on this architecture - new models coming this year include the Chevy Malibu and Saturn Vue - GM has already announced that they are releasing one additional vehicle every three months over the next several years that utilize this technology - with increased volume of a technology, the cost per unit drops
3. E-Flex - the Chevy Volt is just one 'platform' (I kinow, another big word for you) that will use this architecture. Very different than either of the two above. The vehicle propulsion is done solely by the electric motor and the fueled motor is only used as a generator when the batteries charge level is at the minimum. For your enlightenment, a platform is everything other than a powertrain in a vehicle.
Common platform are utilized throughout the industry (Camry/Lexus ES350 -same platform) Hondas and Acuras, etc.
So the comment about the Lamda platform proliferation is corerct - GMC, Buick, Saturn and now Chevy versions of the same platform, which all use the same architecture. But when hybrid versions of the above come out, they will have different architectures. BTW, Toyota does the same thing with their SUV's - Lexus versions use the same platform as Toyotas - GM just has more divisions.
Which leads me to my last point (I know, thank god he is ending this rant). The comments that GM has too many divisions are consistent with my viewpoint. However, you need to understand that the franchise laws in this country make it prohibitively expensive to discontinue a brand. When GM discontinued Oldsmobile, the cost was well into seven figures.
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stevefazek 7:21PM (8/29/2008)
Bout time someone said this.