GM considering whether to revive performance brands

Chevrolet Cruze Z-Spec Concept

According to Chris Perry, vice president of Chevrolet marketing, General Motors is consider whether or not to revive brands for performance vehicles to improve its images among high-performance car shoppers. The brand had a huge display the 2010 SEMA Show last week displaying the Z-Spec Chevrolet Cruze, Volt and Spark vehicles. The display also hosted a couple of modified Chevrolet Camaro SS (Camaro Synergy Series, Camaro SS Red Flash, Camaro SSX Concept) models and Corvette models.

Perry said that Chevrolet’s SEMA display signals that the brand’s new performance vehicles and motorsports division, which was launched 8 weeks ago, is taking a hard look at performance brands.

During tough times and a government supported bankruptcy last year, the development of performance-branded vehicles went on hold and 60 engineers were reassigned to other projects.

“Right now we don’t have a performance sub-brand in us,” Perry said in an interview. “For now it might not be a sub-brand. It might be initiatives around parts and accessories.”

Chevrolet Spark, Cruze, Volt Z-Spec Concepts:

– By: Zain Haq

Source: AutoWeek