They need to ditch the name and go new.
Impossible for people to think that way at GM. Remember all the people who run GM have been threr for decades. I have purchased over $100,000.00 worth of their trucks in the last decade and they have no idea if I am still driving one....or why I am so angry about my experience that I will never set foot in one of their dealerships again. Thinks about it. ONE customer like me who has spend an average of $10,000 per year FOR A DECADE doesn't even show up on their radar. They don't know I exist. They don't have ONE employee who sits and calls angry former customers and tries to make peace with them.
Every time you see a Toyota or Honda on the road....82% of them were once GM, Ford or Chrysler loyal customers. Think about it. If I were a GM employee I would be embarrassed to admit it in public.