GM vice chairman Bob Lutz has said that selling off sub-brands quickly is the way to push America's biggest car maker back from the brink of bankruptcy.
"Reducing the number of nameplates and putting your marketing money on the product is the way to go," Lutz told Automotive News, in an effort to talk up his floundering firm.
"It's really much better to have fewer brands, do it well and then market the hell out of them."
By streamlining its brands, GM can cut the cost of product development and marketing.
It will also stop sub brands - particularly in the US market - competing with each other and cannibalising sales.
GM has already put Hummer up for sale and the restructuring plan it put to Congress (which was subsequently thrown out) had Saab and Saturn 'under review' too.
"They [Saab and Saturn] are under still strategic review," said Lutz. "We realise they're not working, and something needs to be done."
"Nowadays, there's so much stuff out there and so many brands that nobody can keep track of it anymore," Lutz admitted.