Under General Motors Co.'s new model introduction strategy, it will redesign its models more frequently and stagger the introduction of future model derivatives, according to GM's vice president of global design Ed Welburn.
This strategy is said to closely resemble other brands, including BMW. GM previously introduces all model derivatives simultaneously but instead, it will do what BMW does with the 3 series.
The variants will be introduced in a span of more than 24 months. In an interview at the Geneva Motor Show, Welburn said that the launching of the 3-series sedan will be followed by a coupe or a convertible after a year or so.
Welburn said that with this setup, there is "always something new, something to talk about, something to generate excitement for the vehicle."
For instance, the upcoming Cadillac ATS will have the launching of the sedan, coupe and convertible models done separately within a span of two years. This compact, rear-wheel-drive vehicle is due in the 2012 model year.
The first model that got introduced was the current-generation Cadillac CTS sedan. Last summer, it was the wagon's turn and the coupe is set to go on sale next summer. Styling revisions to GM's cars and crossovers are also set to occur more frequently.
Welburn said that GM will aim to keep things fresh and to do that, it won't anymore go with its usual approach of developing a vehicle, releasing it and letting it remain as it is for six or seven years without getting updates. He admitted that some vehicles will need more revisions than others. [via autonews]