GM back on track – maybe

Bruised US auto giant is looking at lifting its European product image via increased motor sport involvement – perhaps including the WRC

General Motors is reportedly close to making a decision that it will put more focus on motor sport as a means of toughening up the image of European brands Vauxhall and Opel.

The recently bailed-out American giant is tossing around the pros and cons of upping its presence in touring car racing, where it already has some involvement, and maybe competing in the World Rally Championship -- although it is reported at this stage that the latter is currently the less attractive option because of higher costs. If it happened, a return to rallying on the world stage would end a 20-plus years' absence for GM.

In circuit racing GM has been enjoying a measure of recent success with US brand Chevrolet. Chevrolet's Cruze took out both the World Touring Car Championship (pictured) and the British Touring Car Championship this year, encouraging the top brass to consider future involvement in the German touring car championship -- the Deutsche Tourenwagen Masters -- as well.

In an article published in The Detroit News, GM's president of European operations, Nick Reilly, said touring-car successes have had a beneficial effect on the Chevrolet brand image.

According to The Detroit News, the concept of a more concerted motor sport effort is underscored by entirely practical considerations: The asking prices of Vauxhall and Opel cars. The company's view is that the image is not as strong as the actual product, which places limitations on how much customers expect, or are prepared to pay. And how much unit profit is pocketed by GM.

GM arch-rival Ford has a long-term involvement in the WRC series, and next year will be fielding a new Fiesta model developed in conjunction with its rally partner M-Sport to replace the Focus RS. Ford says the RS has made it the "most successful manufacturer in world championship history" having scored 75 victories at WRC level.

Ford and Peugeot are currently the only two car manufacturers directly involved in the WRC. Undoubtedly the WRC would be happy to embrace a third.

Read the latest Carsales Network news and reviews on your mobile, iPhone or PDA at carsales' mobile site...