This is a hard question, that I think has multiple answers.
In the past, a GM vehicle was simply the best of the best.
Unfortunately now, it has to help "return GM to it's former glory".
Personally, when I look at a GM vehicle, the first thing I think of is it's powertrain. Be it a Cobalt, or a Corvette. From there, I recognize the style of GM vehicles, bold and refreshing compared to thier japanese counterparts which (in my opinion are bland and stagnant).