Olds could have fit in GM's lineup if they played it right. Saturn should have gone first. Saturn is just not a viable contender in a market where imports dominate with remarkable customer loyalty. GM has to have a stake in the small car market, but IMO they did it wrong. And there's no way they'll kill GMC, the truck market is too much of a money maker. People buy trucks, whether they legitimately need one or not. It's just fashionable to those who don't actually need them.
With the right products and marketing strategies, positioning Olds upscale of Chevy and Pontiac as an import fighter (not necessarily sport compacts) could have worked. If they had given Olds the current GTO, or at least a version of it, it could have been a formidable player, IF (big IF) the price was right. Olds could have been an outstanding division, but they made it fail. Too bad Lutz came in too late in the game. I bet he could have done something to help keep Olds alive.
I think GM has had an absolutely horrible record of anticipating where the market was heading, at least when it comes to cars. Perhaps it has more to do with the length of time it takes to bring a product to market. How long has retro-style been hip? Yet the only true retro vehicle they have is the SSR, which was only made available to the public recently? How long has RWD been making a comeback? Hell, BMW is a proven winner, and they have never built a FWD car! Yet the only RWD cars that GM has are the GTO and the CTS? The F-bodies were in production for 10 YEARS and they can't develop and bring a replacement to market in that time? Pathetic.
How much of Olds' failure can be blamed on unwarranted bad press, or lack of press at all? It's almost nauseating how biased some of these ragazines are. I can't even speak the words "Car and Driver" without feeling the need to vomit explosively.
*sigh* Regardless, it's over. Long live Olds!
Steve