This isn't the first time we've reported positive news about General Motors retaining former Pontiac owners. Get a few more stories like this latest report from Edmund's Auto Observer, and it will mark an ongoing positive trend for GM. Edmunds.com crunched the numbers to see how well the General is hanging on to customers after shutting out the lights at Pontiac, and it found that nearly 40 percent of Pontiac owners stayed with a vehicle from a General Motors brand.

The numbers are a little lower than an earlier R.L. Polk & Company study, but Edmunds says General Motors is keeping more former Pontiac buyers than it has since 2007. Most are turning to vehicles from Chevrolet, especially during January and February of 2011, when GM incentivized Pontiac owners to stay under the umbrella. Those moves seem to have worked, and 28.1 percent of Pontiac owners trading up made the jump into a Bowtie.

Buyers that have gone elsewhere have largely stayed loyal to Domestic automakers, with Ford picking up the most conquests from Pontiac, with 9.4 percent switching. Toyota and Honda picked up 7.4 percent of the pool of former Pontiac drivers. The numbers are defying any predictions that Pontiac buyers would completely exit the General Motors fold, and have climbed up closer to parity with the retention figures of other GM brands from a 2009 low of only 16 percent retention.


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  • 42 Comments
      usa1
      • 3 Years Ago
      Who exactly predicted that "Pontiac buyers would completely exit the General Motors fold". Oh yeah, it's more hyperbole passing as journalism. I don't understand why journalists feel compelled to paint every story in black and white when it almost always a shade of gray.
        Tagbert
        • 3 Years Ago
        @usa1
        in part, I think that the journalists believe that their readers want a simplified black and white, winners and losers story. Judging by the comments on most stories, very few people have a nuanced view of issues or really believe that something can be a complex mix of good and bad.
      Ross
      • 3 Years Ago
      I have a 2009 Pontiac G8 GT. I get offers all the time, but I won't be cashing them in on a new GM product. It isn't because the G8 is a bad car...it has been perfect and I love it. It is because GM doesn't make anything that I would consider in my price range. The only GM product I consider exciting is the CTS Coupe (the V more specifically), but I can't afford that...and the Corvette and Camaro are way too impractical. The Regal GS has a nicer interior than my G8, but why on earth would I pay MORE money for something that is smaller, slower, and has a 4-cylinder engine. It broke my heart to read in Bob Lutz's book "Car Guys vs. Bean Counters" that they had planned a smaller RWD sedan for Pontiac before it was axed. I would be in line for that right now.
      gdwrch4fr
      • 3 Years Ago
      As a Pontiac and Saturn owner, and employee, I've spurned their attempts simply because the offered incentives only apply to vehicles of GM's choosing....outdated models, or trucks and SUV's, not the newest models that everyone wants. Wake-GM, provide what the customer wants, and you won't repeat past mistakes!
      gregmlr
      • 3 Years Ago
      GM keeps sending me brochures offering me $1,000 off of a Cadillac Escalade to stay with GM. Seriously, just $1,000 on a vehicle with a staring price of $63,000? I have 3 GM vehicles that are parked in my driveway and each one has multiple problems, I'll be looking to another automaker for my cars from now on.
      FriskyDingo
      • 3 Years Ago
      They were still stupid for killing the brand off.
        Brian
        • 3 Years Ago
        @FriskyDingo
        I couldn't agree with you more. If it wasn't for the damn Chinese, they probably wouldn't have. Buick was a dead brand in the US and Pontiac was the 3rd best selling brand in the US at the time of its demise. The Chinese love their Buicks and since all of the world's manufacturing is being moved there, their economy is growing like crazy which is leading to a huge growth in the auto market. GM chased the money by keeping the Chinese happy and keeping Buick around, only to have to do the exact same thing with Buick that they had just done for Saturn and rebuild the brand from scratch. I was very much a Pontiac fan and other than maybe the Camaro, GM has nothing else that appeals to me. I highly doubt that I will be buying another GM vehicle for a very, very long time.
      EJD1984
      • 3 Years Ago
      I doubt is many G8 owners have traded in their cars for a comparable affordable GM product - None exist!!
        NC1
        • 3 Years Ago
        @EJD1984
        The CTS-V is semi comparable if you are looking for a V8 sports sedan. Albeit at a much greater price.
        Ross
        • 3 Years Ago
        @EJD1984
        I have a G8 and I won't trade it in for anything GM. Not because it's a bad car...it is excellent. But, GM doesn't make anything as good as the G8 that doesn't cost an arm and a leg. Love the CTS Coupe' but I can't afford that.
      • 3 Years Ago
      [blocked]
        Matt Clare
        • 3 Years Ago
        .... you know the reason "Hurtz loves to buy Buicks" is because no one else does, so GM sells them to rental fleets to off-load them. Was the same with Pontiacs, and was the reason in the mid 90s that rental fleets didn't have imports.
      • 3 Years Ago
      [blocked]
        boardin85
        • 3 Years Ago
        Actually 80% retention would be insanely good. In last year's JD Power retention study, the highest in the industry was only 62% and the industry average was 48%. http://businesscenter.jdpower.com/news/pressrelease.aspx?ID=2010238
      Matt Clare
      • 3 Years Ago
      GM made the wrong change! No more trim levels, just MORE BRANDS! Want leather? Visit the Buick side of the showroom. Sunroof? Oldsmobile. Manual? Head across town to the Pontiac dealer. Only want the base cylinder, but also want Leather, head across town to Saturn, but if you want to pay less ask about the Geo version. Want satnav? Let me introduce you to the Neptune badge.....
      Neutral President
      • 3 Years Ago
      I have no strong feelings one way or the other, but if one takes a more neutral position, you would also report that 60% of Pontiac customers have LEFT the GM brand portfolio. That seems a little more like unbiased reporting.
      RustyShackelford
      • 3 Years Ago
      Passed a G8 yesterday. Still in mourning over that one. Rebadged Holden or not, it was the first spiritual pontiac since the 70s (I still say the day the first Parisienne rolled off the line their fate was sealed). What a pity.
        evannever
        • 3 Years Ago
        @RustyShackelford
        LOL! My first car was an '85 Parisienne with fake wood and wire hubcaps ...what a giant turd it was. It was also my last GM product.
      EJD1984
      • 3 Years Ago
      Follow Up Thought - If the Caprice were available for public sale, then the Pontiac retention might jump up to 50-60%
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