Pontiac Chooses G8 ST Name For Sport Truck

By Kevin Miller

08.14.2008

Pontiac has announced the name “G8 ST” for the Australian-built sport truck which is based off of the G8 sedan. This simple name was chosen from over 18,000 suggestions which had been submitted by the public from GM’s Tame the Name competition.

“Frankly, we were blown away by both the volume and quality of the names that were submitted,” said Craig Bierley, BPG product marketing director for cars and crossovers. “’G8 ST’ was one of the most popular suggestions, plus we noticed a far broader trend toward simple, easy-to-remember names.” While El Camino was a popular suggestion, it was not chosen. “We actually thought very long about El Camino,” said Bierley. “In the end, we felt it was more appropriate to honor the El Camino’s unique place as part of Chevy’s heritage and not use that nameplate on a Pontiac.”

The G8 ST will be on sale in the US in late 2009 as a 2010 model. It will feature the 361 hp V8 engine from the G8 GT performance sedan, and it will offer a 73.9-inch cargo bed that has 42.7 cubic feet of cargo space and can carry a payload of 1,000 pounds (453 kg) or tow a 3,500-pound (1,587 kg) trailer. Thanks to its six-speed automatic transmission and Active Fuel Management system, the G8 ST should offer some of the best fuel economy numbers for V8-powered vehicles with similar cargo/towing ratings while still turning in zero-to-60 times of 5.4 seconds.

Pontiac marketers suggest that the G8 ST is ultimate reflection of the blurring line between cars and trucks, and that the vehicle will fill a unique niche segment in the marketplace, as a sports car with truck-like cargo and towing capabilities. Time will tell whether the G8 ST will be a sales success in the days of $4/gallon gasoline. Whether or not it is, the G8 ST will certainly have the distinction of being a unique vehicle in the marketplace.

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Author: Brendan Moore

Brendan Moore is a Principal Consultant with Cedar Point Consulting , a management consulting practice based in the Washington, DC area. He also manages Autosavant Consulting, a separate practice within Cedar Point Consulting. where he advises businesses connected to the auto industry. Cedar Point Consulting can be found at http://www.cedarpointconsulting.com.

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5 Comments

  1. I love it, but I think it will sink like a stone after introduction and be gone within two years.

    But, man, I love it.

  2. Sport Truck with an automatic Transmission?
    Nothing to see here, move allong….

  3. Doofuses at GM miss the point yet again. You call it El Camino and make it a chevy.

    Not that it matters. They’re going to sell three of this new Subaru Baja competitor. Just like GM to intro a competent truck into a market begging for excellent small cars.

  4. I agree, this thing will go nowhere in terms of sales. It’s so obvious except to the product planners at GM.

  5. One thing my NA cousins forget is that it doesn’t have to be a sales success per se in the US to be a success. Just as long as it meets its sales targets for NA then it’ll be fine. And these sales targets will be tiny because that’s all the volume the Australian plant can manage. And the US volumes will be a significant proportion of total Ute production……if GM can sell out total production capacity for the Ute then when is that not a success?

    The other thing is that the development costs to Pontiac for this car are miniscule compared to something like the Solstice…..this is as near to a bought-in rebadge as anyone in GM can manage these days. So I’ll wager there’s a good margin on this product.

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