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Mark Reuss: GM can't afford product 'misses,' has 'thought about' CT6 V-Series

Mark Reuss is a busy man. He oversees General Motors' global product portfolio, an all-encompassing task for a company that sold more than 9.9 million cars and trucks last year. When GM launches a well-received product, like the road-going rocket ship that is the Chevrolet Corvette Z06 – he gets credit. When the company stumbles with the slow-selling Chevy Malibu or grapples with fallout from the decade-old Saturn Ion and its flawed ignition switch, he gets blamed. GM owners, the press and sometimes the federal government, demand answers. Bob Lutz famously held the job before Reuss. So did Mary Barra, who's now GM's chief executive. There's a New GM, but the lineage is connected to a long history. When he's not thinking product, Reuss, an executive vice president, also runs the purchasing and supply chain for the company, which is still one of the largest industrial empires in the world. We caught up with Reuss on the floor of the New York Auto Show, where GM had just rolled out two crucial new products: the 2016 Cadillac CT6 and the 2016 Chevrolet Malibu. Speaking with a small group of reporters, Reuss delved into a variety of subjects, including the new Malibu, Cadillac's future (he thinks the ATS-V is going to "flame the M3 and M4"), and other topics. On fixing the Malibu: "We can't miss. We can't have those kinds of misses [like the previous generation] on our cars and crossovers and trucks. We can't do that. If we do that, we give a reason for someone to go buy something else. It's that simple. "On a car like the Malibu we have a chance to really fix all of that, which we have, and then lead. Then you've got a real opportunity there. So that's what we've really been focused on here – to fix those things." He later added: "We need that car here to transform Chevrolet desperately because it's the heart of the market. And when you think of Chevrolet, people will come back and think about what we did with the [new] Malibu and the Cruze... It's hugely important to us." On Cadillac: "If we go out and try and out-German the Germans, it's probably not going to work. We've got an opportunity here generationally where there's a lot of people younger than me that have parents that drove BMWs and Mercedes, and I think there's an opportunity there for those people to drive something different than what their parents did, and I think that's always been an opportunity in the auto industry if you look at the history of it.

GM laying off 510 amidst slow Cadillac, small car sales

General Motors is laying off about 510 workers from two factories beginning in January, and it could be months before the automaker needs some of that latent capacity to come back on line. A combination of poor sales and high dealer inventories are prompting the cutbacks, according to Automotive News.
The largest changes come at GM's Lansing Grand River plant, where the Cadillac ATS and CTS are made. An entire shift of about 350 workers is being laid off, but the automaker hopes to find positions for some of them at other nearby factories. The decision leaves just a single shift building vehicles there. According to Automotive News, the move is partially spurred by Johan de Nysschen's plan to make Cadillac a more exclusive brand.
The lost shift will likely return for production of the next-generation Chevrolet Camaro at the plant, according to the report, but GM isn't saying when that will be. A previous announcement from the Canadian Auto Workers union indicated that the Oshawa, Ontario, factory would lose the coupe in late 2015 or early 2016.

Buick Avenir will be made...as a trim level instead of a car

Almost two years after Buick showed the gorgeous Avenir concept, the company announced the Avenir name will reach production. Specifically, it will be a top-tier trim level for 2018 model year Buicks. It's taking a page from GMC's Denali, Lincoln's Black Label, and, well, plenty of examples of extra-fancy sauce. This is disappointing news for fans of the concept, but they can take solace in the fact that the Avenir's good looks are starting to rub off on production Buicks, such as the new LaCrosse. For those interested in what this new Avenir trim will bring to the table, it's a similar formula to what many other auto brands are doing. Buick specifically compares Avenir with the Denali trim for GMC. Models with the trim will get a special 3D mesh grille inspired by the Avista concept, large wheels and unique trim finishes outside. Inside, Avenir models will receive a nicer interior, which Buick generically described as having "unique seat details" and "modern trim materials." Cars equipped with the package will also get a smattering of Avenir badges. Avenir looks like a win-win: interested buyers get some extra cachet and bragging rights and Buick gets to load high-profit options on it cars and SUVs. Buick's inspiration for the Avenir trim is a bit strange, though. The company says it is "inspired by Buick's evolving customer base," which includes women and owners of competing products. Apparently both groups are buying Buicks in greater numbers, and the company also says that many of their customers opt for the most expensive trims. While it seems straightforward to tailor a package for luxury-seeking buyers, we're not sure what would make a package specifically appeal to women and people with competitors' vehicles. That being said, Buick isn't as patronizing as Cosmopolitan was with its car. In fact, quite the opposite. With Avenir, Buick is cashing in on new customers that willing to pay for luxury plain and simple, without any pandering. Related Video: Auto News Buick Luxury denali buick avenir