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Summer Solstice
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According to Lutz, the road back starts with compelling cars that have high value. "The only way we can do it is to produce really compelling cars and offer them at high value. That means creating new, exciting vehicles. But it also means buying back brand equity by putting massive amounts of money behind each brand, meaning rebates, interest rate deals, expensive marketing like overnight test drives. That means sacrificing unit profits by somewhat underpricing them to entice people back to GM."Lutz has started the transformation at Pontiac - first, with the GTO, the G6, and then with the Solstice - a sub-$20,000 roadster that has received rave reviews.
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A D V E R T I S E M E N T
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