GM considers brand cull

General Motors is understood to be considering axing Saab in a bid to cut costs and win $12bn (£7.8bn) in Government loans. It is also looking to drop Saturn, Pontiac and Hummer.

The US carmaker has already warned it could run out of money before the end of the year and is cutting costs wherever possible to avoid filing for bankruptcy.

A GM spokesman says the company could not comment on speculation.

GM is currently under pressure to come up with a detailed survival plan, alongside Ford and Chrysler. The companies have been set a deadline of December 2 to show Congress how they plan to repay federal aid.

Congress has scheduled a December 5 hearing on the $25bn (£16bn) auto-industry rescue and may vote the week of December 8.

The speculation comes just days after GM’s decision to end its nine-year sponsorship deal with golfer Tiger Woods a year early.

GM has also delayed incentive payments to dealers, extended holiday shutdowns and announced plans to cut about 3,600 jobs early next year as production slows.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here