The new brand organization at GM, Ford and Chrysler
- With the Buick brand disappearing from the North American market this year, the structure of the former Big Three, GM, Ford and Chrysler, has a whole new look.
- Indeed, each of the three manufacturers has only one general brand (Chevrolet for the first, Ford for the second and Dodge for the third) and a luxury brand (Cadillac for the first, Lincoln for the second and Chrysler for the third). Intermediate brands like Oldsmobile, Pontiac, Mercury and most recently Buick have all disappeared.
- This brand structure is reminiscent of Japanese manufacturers based in North America, such as Toyota (Toyota, Lexus), Nissan (Nissan, Infiniti) and Honda (Honda, Acura).
- There are also the light trucks brands (GMC for GM, Jeep for Chrysler) which are still very much alive. Ram is actually the LCV of the Dodge brand, although recently the FCA group has been considering it a separate brand.
- General brands Chevrolet, Ford and Dodge are not directly threatened, especially thanks to the presence in their range of large pickups Silverado (Chevrolet), Series F (Ford) and Ram (Dodge) which have the highest registrations in the US. The situation is more difficult for the luxury brands, Cadillac, Lincoln and Chrysler, which have been marginalized by the German (Audi, BMW, Mercedes) and Japanese (Lexus, Infiniti, Acura) Premium brands.
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