As a disclaimer, I came from a GM family. My dad worked for GM from before I was born to 1986 when he retired. While this brought some "insider" information to the table, it also was our bread and butter, so I was always paying close attention to what GM was doing. And early on, my Dad was an Oldsmobile man. I got the Olds bug when he brought home that 69 Cutlass S. His last Olds was an 84 Cutlass Calais.
GM has lost its way as a true innovator, IMO. They're always playing catch-up to someone. They're late to the game in almost everything. They think they're Lexus, thinking if they put the same grille into everything it just looks like a bigger or smaller version of something else in the same lineup. Too often you see the tech specs saying crap like "in order to compete with BMW whatever car...etc., etc.," Why not make the other car companies be the one chasing you?
From the newest cars we bought, I will say from personal experience, the 2020 CT5 4-door sedan the wife got is a pretty slick looking design, but still identifies with the Cadillac brand without looking like an SUV. My 2020 Denali is very nice. In comparison, I really loved my 2010 GMC Sierra. It was moving up there in mileage, but I took good care of it and it took good care of me. But as for the Denali, even a year later, I really like the conveniences and I do like the truck a lot, but I don't LOVE it.
A few years back, when I took the MIL's Focus to the dealer for some recall work, I took time to piddle around the showroom a bit and looked at a high-end Ford truck sitting in there. It was uninspiring to me. The touted aluminum body waved at me when I looked down the side of the truck. Body lines looked off for whatever reason. Not aesthetically pleasing to the eye. And THIS was the truck they wanted to show off in the showroom? No thank you. Not that I hate Fords, I'm just never been impressed with their styling in 99% of their lineup.
The only Chrysler product I'd ever own is a Challenger. But no time soon. I still like my current 5th gen Camaros too much.