The Wall Street Journal is reporting that General Motors has been unable to hold onto the loyalty of new car shoppers who formerly owned vehicles from one of the automakers now-defunct brands. Hummer, Pontiac and Saturn owners are now turning outside of the GM family for their new purchases.
Despite the fact that GM has offered up to $1,000 to those customers during January and February, around 71 percent of Saturn owners traded their vehicle for another brand this year. Likewise, 70 percent of Pontiac drivers opted for a different make when it came time to replace their vehicle in 2011.

While 23 percent of Saturn drivers switched for a Chevrolet, 35 percent turned in their keys for a Honda, Toyota or Ford product.

Speaking of Ford, the report notes that Blue Oval is suffering from similar woes when it comes to Mercury customers. Those buyers headed towards other automakers at a rate of 65 percent this year.


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  • 62 Comments
      mikemaj82
      • 3 Years Ago
      I'll be driving my G8 until it runs no more.
        Neouka
        • 3 Years Ago
        @mikemaj82
        definitely one holden.. er.. pontiac worth keeping!
        BigE
        • 3 Years Ago
        @mikemaj82
        I will be doing the same with my 04 GTO.
      prez29
      • 3 Years Ago
      I don't know about Saturn or Hummer fans, but Pontiac owners and fans were incensed when either GM or the know-and-care-nothing-about-it government (or both) pulled the plug on Pontiac. How could sales NOT decline with junk like the Aztec and Sunbird? Lutz was on the right track with the Solstice (which was severely handicapped by virtually zero storage space and a visibly poorly fitted top) and the spectacular G8. Pontiac's long history and the G8 PROVE that Pontiac can and did build excitement. Now, GM is left with a huge unserved demographic between Chevy and Buick who is buying that excitement at the Pontiac price point from every other manufacturer but them. I've had my G8 for almost 2 years, and I love blowing off mid 5 series BMWs in a beautiful performance sedan that cost half the price. Making a G8 into a Chevy or a Buick doesn't cut it. Now that GM is in the black, it's time for them to bring Pontiac back at some level, and let the Pontiac design and engineering people build on the success of the G8.
        Kent
        • 3 Years Ago
        @prez29
        The problem is that Pontiac was not sold outside of the U.S., and GM had no plans to do so before the bankruptcy. Further, Pontiac wasn't making money. Even though Buick sold fewer units, most of those were to retail customers, rather than fleets. So, Buick had far better numbers in the U.S.. As for the lack of excitement at Chevy, what do you call the Camero and the 'Vette? Remember that a Malibu SS or Chevelle SS was a Pontiac GTO in Chevy clothing.
          ChaksQ
          • 3 Years Ago
          @Kent
          Pontiac was sold in Canada, and seemed to be pretty popular. They had a lot of models that the US didn't get, mostly rebadged versions of other GM products but still. Maybe you meant not sold outside of North America.
          ufgrat
          • 3 Years Ago
          @Kent
          Corvette is exciting, but it's expensive. $49k base price puts it into BMW territory. The Camaro is great if you're into muscle cars. Yes, but GM isn't going to import the Monaro as either a Malibu or a Chevelle... or a Caprice... or... pretty much anything. Don't get me wrong-- I would love to see GM compete in the hatchback market, and the coupe market, with cars that have the quality and design levels shown in the Cruze and the 2012 Malibu... but I don't see it happening any time soon.
      throwback
      • 3 Years Ago
      I can understand not keeping the Pontiac and Saturn folks. Those G3 and Ion buyers are a fiercely loyal bunch, apparently. I am surprised the Hummer fans have not moved over to GMC. Admittidly the styling of GMC is generic truck, but they do make trucks.
      gregmlr
      • 3 Years Ago
      After purchasing a Hummer in 2010, I will not be looking to GM for my next vehicle. The reason being the customer service I have received after the sale. None of my local Chevy dealers will provide warranty service on my H3T because "it is not a GM product" and I have to drive 200 miles to the nearest former Hummer dealer for service, even if it's for a recall! And the only $1,000 offers GM has offered me is on a new 2011 Cadillac Escalade.
      viper3ez
      • 3 Years Ago
      well, where they expecting the G8 GT and GXP models to switch to the Impala SS? or the Sky and Solstice byuyers to switch to the aveo? stupid Chevy
        Mondrell
        • 3 Years Ago
        @viper3ez
        That's more or less where I was headed with my reply - some of these customer departures (namely past Hummer and Pontiac owners) may be because GM has yet to offer an appropriate replacement for their discontinued rides.
          DrEvil
          • 3 Years Ago
          @Mondrell
          Brian: You sound like my wife when she's shopping for lipstick or pantyhose.
          Brian
          • 3 Years Ago
          @Mondrell
          Exactly; Oldsmobile is the only GM brand I will ever buy and being that they went to the big lot in the sky so went my future business with GM. Chevy is too volume for me, Pontiac was too claddy (and now dead), Buick was too bloated, Caddy is a maybe but only the STS (which is gone now), Saturn too economy (and dead too), Saab isnt my style, Hummer isnt practical (and dead too), nor is GMC. Buick really pisses me off too because the dunbshits that ran that division cried to GM execs when Olds was going through it's early 90's revival, and because of that Olds lost pretty much all its advertisement dollars, and therefore it's business. Now all they do it take Opel's hard work, tweak it a bit, and call it a day. So screw you Buick. If i ever do end up buying new it will probably be an Audi, since their interiors are about as conservatively styled as the Aurora and 88 were (compare the dash shape of a 96' 88 and an 04' A8).
      styxmiko
      • 3 Years Ago
      No problem whatsoever...For many years I drove BMWs and Mercedes and last year I swithched to the phantastic ride of the CTS. There are plenty of people like me who made that or similar switches. My wife still drives her 7 series BMW until the new XTS comes out and I hope she'll like it because that will be our other german replacement car. So, former Pontiac and saturn owners who didn't stay with GM, your loss...GM has many excellent new designs out there and honestly with quality products that lately the japanese shoud envy. Besides I would be ashamed to be seen in one of these NOTHING asian cars. To each his own...
        diablo000
        • 3 Years Ago
        @styxmiko
        Except Pontiac and Cadillac are in two completely different markets... Most Pontiac buyers knew they were getting something more spartan on features, but with a little more performance than their other GM brethren. A few models of course don't hold to that motto, but there were those niche vehicles that they offered that you couldn't find anywhere else in GM's lineup.
      iQuack
      • 3 Years Ago
      Why should anybody stiffed by GM (former car owners now with orphan brands, stockholders and bondholders) run back to GM again? Yes, GM is building some nice cars now, but as a former GM stockholder of many years who didn't sell soon enough (yeah, it's MY fault for thinking GM wouldn't go bankrupt) and took a relatively small loss, I wouldn't consider buying a GM car now. There are too many worthy alternatives to GM vehicles, and here in San Francisco there isn't even ONE GM dealer located in the city.
        LUSTSTANG S-197
        • 3 Years Ago
        @iQuack
        It sounds like you are really limiting your choices, as I doubt there are many other car dealerships in the city of San Francisco. That said, why blame GM for your bad judgement? They didn't put a gun to your head and tell you to buy their stock.
      harlanx6
      • 3 Years Ago
      What do you expect, GM, they are orphans and they are going to try to screw whoever killed their parents, which was YOU!!
      onewayroll
      • 3 Years Ago
      My Grand Prix is 4 years old now( Love the car) but it's getting time to change it and GM has some nice offerings. I will definitely be checking out the new Malibu.
      Richard
      • 3 Years Ago
      Hummer customers are riding the bus since the housing market tanked ;->>
      sp33dklz
      • 3 Years Ago
      Wow, prior GM vehicle owners are smarter than I had predicted. Personally, give me bad food at a restaurant, and I'll probably return a year later. Sell me a bad computer part that needs to be returned, I'll probably buy the same brand with hope that it's only one part. Sell me a bad car, I'll never return.
      tributetodrive
      • 3 Years Ago
      pontiac --> dodge saturn --> Inports Hummer --> Jeep nuff said.
        Healthy Chap
        • 3 Years Ago
        @tributetodrive
        I'm a former Pontiac/Saturn owner. I'm going with Ford or Hyundai judging from the experience family and friends had with the past 2004 cars of either brands. I'd have to be out of my mind to give them my money again after the experience I've had with both.
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