The Old GM Again?

I parked next to an imposing, new black GMC Terrain SUV the other day. The GMC badge, as the Sierra truck commercials say, is supposed to represent "commercial grade" light and heavy duty trucks built for the demanding user, not for namby pamby wannabes. After getting over the boxy looking body, the vehicle felt very familiar, in fact it felt just like the successful, and innovative Chevy Equinox SUV.

Going back to the Web reviews, the Terrain is in fact, just a rebadged Equinox, with a new skin. This is very disappointing, because it goes against all the hype about the new GM, namely a company with a focused portfolio of distinct brands, each bringing their own distinct combinations of innovation, performance and value to their customers.

Apparently, according to one car reviewer, the Terrain was a sop to those GMC dealers who cried for a "new" crossover SUV. So, GM gave 'em what they wanted. This is the old sin of Chrysler and GM in the past, rebadging vehicles and selling them through different dealers at different prices, alienating the customer. As GM announces today the appointment of a "new" (or rebadged board member) CEO, let's hope that this diluting of brands stops before it becomes a disease again.