General Motors (NYSE: GM) is considering dumping Saturn, Pontiac, and Saab in an attempt to cut costs as it looks at a restructuring and government bailout. According to Bloomberg, "General Motors Corp., working to cut costs to win $12 billion in government loans, is studying whether to shed its Saturn, Saab and Pontiac brands in addition to Hummer, people familiar with the matter said."
It may appear to be a good idea, but it is not.
While there would be some short-term savings in production and labor costs it misses some potential problems. That analysis leaves aside legal agreements GM has with dealers. It also fails to look at what the hundreds of thousand of people who own cars from the three nameplates would do. While GM can provide them service and honor warranties, most of these customers bought cars from the brands because they liked them. The cars were their "first choice."
There is no guarantee that these consumers will stick with another GM brand; they could move to any of the firm's competitors to find autos that are more like the ones they bought from the shuttered GM operations. Or, they could simply be so unhappy with GM for the decision that they would walk away from doing business with the big car company.
Closing brands won't fix GM. Getting a new union contract and cutting debt are the only options.
Douglas A. McIntyre is an editor at 247wallst.com.