Unions are partially to blame. GM has been spending a lot on retiree health care and pensions at the "request" of the UAW. Now the unions aren't fully to blame, since GM could have told the UAW to frak off. However, times were good and everyone was high on the hog, so GM just said "okay". What I don't like about all of this is that the government is trying to take a 60% stake in GM and force poor business practices down GM's throat, dooming them. Obama wants GM to make smaller, more fuel-efficient cars, which is not what the U.S citizens want to buy. The U.S. people want S.U.V.'s, and unless GM is making S.U.V.'s, the American people won't be buying many GM vehicles.
I doubt that GM won't be making SUV's and CUV's. Here's the problem...other manufacturers had a competitive lineup in the range from the tiny to small to midsized cars and then up into the crossover/SUV phenomenon. GM SHOULD have had competitive subcompact and compact cars. Instead they sold crap like the Aveo which is lauded around the car world as the worst car you could possibly buy. The Aveo is terrible even for the price point. And then there was the Cobalt/G5/Ion bunch which were also largely not where they should be competitive wise. At best they could match their competitors in a few aspects. Then there was the old Malibu which was a disaster in most respects.
GM made some decent SUV/CUVs and trucks but when times were harder and fuel prices went up...everyone flocked to better smaller vehicles. The portfolio was badly balanced. Smaller being cars...from the sub to the mid-sized or full sized sedan. Everyone older than most of us, such as my parents, remembers the absolute crap they had to endure with their vehicle purchases. Since then they bought a Honda and are looking at a Toyota or a Subaru. So its two strikes against GM in the past.
Now in the future I see some good things:
1) They already have a competitive truck.
2) Reliability is slowly climbing to where it should be.
3) Their vehicle portfolio is starting to look better balanced. The new Malibu looks great inside and our, reviewed well against the competition, and has the technicals to back it up. The Cruze looks impressive and competitive with the Civic and Corolla (we'll see when it arrives). Now they need a sub compact to compete with the likes of the Fit, the Fiesta, Versa and the Yaris. OH...and the new Chevy Equinox is equally as impressive as the Malibu...maybe even moreso.
4) Volt. Looks amazing and it sounds like they are taking their time to do it right....I hope they do.
Building a range of vehicles is the answer...
Oh and I almost forgot...no more bloody badge engineering for 4 or 5 different brands nonsense. I wonder how many millions were spent making almost exactly the same vehicle for Chevy, Saturn, Pontiac, GMC, Buick, and/or Cadillac over the years?