At the very beginning of General Motors, the divisions competed against each other, launching rival products in each other's markets, stealing sales and confusing customers. Under the iron rule of President Alfred P. Sloan, inter-divisional rivalry was all but eliminated.
Each marquee was assigned a place on the GM hierarchy and each was given an image. Cadillac was positioned at the high end of the luxury market and Buick took lower end. Pontiac became synonymous with performance while Oldsmobile developed the reputation of being GM's experimental division. If one wanted to drive tomorrow's technology today, it would be found first on an Oldsmobile.
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