GM is working very hard to keep customers of the brands that it killed during its bankruptcy restructuring process. In 2009, Buick-GMC dealerships had been designated as authorized Saturn and Pontiac service providers, after GM killed those two brands.
With the death of Saturn, Pontiac and Hummer, GM orphaned about 2.7 million customers – that may sounds scary but things are working out quite well.
The Detroit auto maker is actually retaining a higher percentage of Saturn customers now than it did in 2007, when Saturn was alive and pumping, according to data from Edmunds.com. The company’s Pontiac retention rate has dipped slightly.
In 2011, 31 percent of Saturn owners traded in their car or truck for a new GM model. That’s up from 23 percent in 2010 and 20 percent in 2007.
32 percent of Pontiac customers came back to GM in 2010, moving up in 2011 with 39 percent – just a couple points below 2007’s 40 percent.
But it seems Hummer customers are running away as fast as they can. Last year, only 37 percent stuck with GM, as compared to 61 percent who traded in a Hummer for another GM.
– By: Omar Rana