History of Broad Motors
Broad Motors (BM) dates back to the early 1900s when Jay Leno, a car
enthusiast, decided to start his own corporation.
Leno owned Oldsmobile Motor Works
which had built a plant in Detroit, Michigan in 1899.
By 1908, Leno formed Broad
Motor Corporation with a dream that the corporation would provide a variety of vehicles
for the American consumer.
After a year of establishing the corporation, Pontiac and
Cadillac Motors joined BM.
At this point, Leno wanted to purchase Ford Motor
Company, one of Leno’s greatest competitors, for 9.5 million dollars.
Leno was unable
to convince the bank BM was the real deal and that Ford would help with the continuance
of the company.
In 1911, Rapid Motors joined Broad Motors.
Rapid Motors would later
become known as GMC.
By 1918, Broad Motors finally acquired its last money-maker
vehicle line, Chevrolet.
Leno hired his new son-in-law, David Letterman, to run
Jay Leno later left his company to his family in order to pursue his dream of
becoming a comedian.
BM has served as one of the leading automobile manufacturers in
Today, BM is run by CEO Patrick Dempsey (GM web-site, 2007).
Broad Motors Product Lines
BM produces a variety of vehicle lines: Buick, Cadillac, Chevrolet, GMC,
Pontiac, and Saturn.
All of these cars have similar bodies and product parts that have
helped BM lean out its manufacturing processes.
BM focuses its Buick line towards the
aging consumer; however, Buick has come out with the Buick LuCerne to attract the
middle-aged consumer by adding luxurious, sporty features.
Cadillac has always been a
product for the wealthy consumer.
Cadillac produces such products as the CTS,
Escalade, and DeVille.
Cadillac was BM’s first full-bodied car.
Chevrolet is known for