They are a brand that has been plagued by bad product decisions over the past two decades. Cars like the Aztec, and Sunfire hurt their brand image. Currently their product lineup isn't compelling, and is mostly based on other GM products. G3 is essentially a re-badged Chevy Aveo. The G5 is a re-badged Chevy Cobalt. The G6 is based on the same platform as the Saturn Aura, and previous Chevy Malibu. The Solstice, being one of their better products, still shares its platform with the Saturn Sky. The Torrent is based on the Chevy Equinox. The Vibe is a joint venture with Toyota, and shares its platform with the Matrix. The G8 is the only product they have that is truly unique to the brand.

GM used the tactic of platform sharing as a way of spreading the cost of development across multiple products. What they did not do, was differentiate the products from each other well enough. This led to the brands cannibalizing sales from each other, rather than adding sales to GM as a whole. Saturn is very similar in this regard. What GM is doing is cutting down on competing with themselves. They are doing this by cutting the number of vehicles per platform. Rather than the Malibu, Aura, G6 sharing versions of the Epsilon platform, they will focus on the Chevy Malibu, which is part of their core brand.

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