I've posted before about the lost art of the USP. The new Pontiac G8 GT seems to have rediscovered it...at least temporarily.
The G8 TV commercial proclaims the new sport sedan as "the most powerful car for under $30,000." Nice. With one simple line this car is clearly positioned for those of us with a need for speed. Unfortunately, the G8's website has nothing to do with this idea (and also seems to have been designed by somebody with way too much time on their hands).
But the idea of "the most powerful car for under $30k" demonstrates that a good USP needs to be designed into the product, and not just be some brand veneer.