When the notion of spinning Corvette off into its own brand recently resurfaced, there were were those in favor, and those against the move. And even though GM Authority posed the question way before the 2014 Stingray was unveiled, I think it wise to revisit the subject with a pragmatic opinion piece outlining why Corvette should not be split off from Chevrolet.
For starters, the Corvette is at the heart of Chevrolet. It represents, and has represented for decades, the state-of-the-art of American automotive performance. In fact, it can even be argued that the 2014 Corvette Stingray represents the state-of-the-art of not only American, but also of world-class performance. So to say that a considerable amount of equity exists between Corvette and Chevy may be an understatement.
Whenever people think Corvette, they think Chevrolet. And possibly vice-versa. So while it may be argued that the “blue-collar” image of Chevrolet might be holding Corvette back from appealing to a more upscale (snobby?) group of customers, it can equally be argued that Corvette can help (elevate) the Chevy brand.
To that end, the grave reality today is that GM needs to build Chevrolet into a powerhouse in certain global markets where The Bow Tie isn’t as strong as it should be is weak. And it should use the power of Corvette as a brand ambassador in order to grow Chevy in those markets.
I’m specifically referring to markets such as Europe, where Chevrolet’s presence is rather small — a position we expect to change over time as consumers realize that the brand now offers significantly better vehicles than the rebadged Daewoos it was selling as recently as 2010. And so it goes without saying that the C7 will wow Europeans; add in some smart marketing that establishes a direct connection between Corvette and Chevrolet, and the plan can result in a significant boost in Chevrolet brand reputation, cachet, and status. And more of that means more sales… right? Right.
Looking back on the last few decades, Corvette has always been Chevy’s halo car, the purpose of which, outside of making a profit on each model, was to position the Chevy brand above its competitors. And the all-new Corvette can serve this role better than any other Vette before it. With a proper marketing strategy, the C7 can be that silver bullet that elevates Chevrolet’s image globally, in markets where The Bow Tie brand has traditionally been rather weak. Not only that, but the association between the new supercar and the Chevy brand can also attract buyers of import vehicles in the States, customers who have left Chevy for the competition, or simply don’t consider the brand when shopping for vehicles due to perceived stigmas.
As it stands, GM should use the Corvette’s prowess as a halo flagship product to attract lost buyers, while informing those who may not be aware of the brand’s qualities that Chevys are a (more than) viable choice for their next vehicle in the mainstream segment, rather than Toyota, Honda, Nissan, Hyundai, Kia, or VW.
To do just that, GM would need to increase the association between Corvette and Chevrolet. Not diminish it.
Comments
Corvette should remain a Chevy, plai and simple.
When you say Corvette you are saying Chevrolet, when you say Chevrolet you are saying Corvette. No brainer.
A Corvette is a Chevrolet. A proud tradition, and a bright future for both.
Alex is right on. Use Corvette to build up Chevy globally. Create a greater association between the two, wow consumers with a huge step up in product quality, reap the rewards of beating Toyota on a global scale.
Here’s a less crazy, but still crazy idea:
Create the Supersport brand. Supersport is already a recognized name, but it isn’t really a brand. This new brand will compete with SRT and Shelby, but also F Sport, ////l/l, and AMG by building Chevrolet Z specs, Cadillac V specs, and maybe some Buick G specs. The existing brands retain their base models, while this brand holds the high performance models including the ZR1, ZL1, GS, and CTSV
Justin — that’s intriguing… however, I would keep SuperSport/SS specifically for Chevys, and call the high-po models just that. Cadillac already has V, and I’m not sure Buick needs it.
Either way, something to ponder.
With that V8 the Corvette don’t have many chances to succed in the sport car market here in Europe. The C6 has been priced at the same level as the 911, but this have huge performance from a flat 6, where the Corvette have a V8. So if really GM want to sell it here, please a turbo V6 and price it in line with the Cayman S as in The US. If not, to slim the chance. Either as a stand alone brand, something that was not to long ago here, or as a halo car for Chevrolet.
The same with Casillac, the ATS is very tempting, but to me the “Faux Leather” ruin the proposition, and without a diesel, the chances are very low to work, even if I must confess that with the turbo-4 I would give it a chance if I wanted to buy a car.
The Stingray emblem looks like an electric guitar.
What a sweet electric guitar that would be…
Could not have said it better.
Never have I more dissagreed with you guys… If you really love Corvette, you want the best for it. The Corvette is a Wonderful car but it reminds me of the hyundai equus. It has nothing to do with the car itself but the way it is marketed. The equus is a 70 000$ car, but its a hyundai… Just like the Corvette is a Chevrolet. So when you plan on buying a supercar, you have the choice, between a 80 000$ porche or a 80 000$ Chevrolet. Corvette has a great name, is a great car and has great opportunities, they should make it its own brand…
How is Corvette even a halo car when dealers fail to stock one much less the entire line up?
Also, GM fails to include Corvette in adverts which would be a great benefit to a ho hum car like Malibu.
Chevy has lost what you call the ‘snobby’ demo and its never returning. They did a demo breakdown regarding education level and Chevy ranks dead last–lucky foe GM that 80% of Americans never finished college.
Corvette as a stand alone brand would allow GM to build and entire premium line up on par with what Porche has which could globally be positioned above Caddy.
Corvettes are great but wasted on sub par Chevy lots that lack the refinement to sell 55,000 cars.
Z07 should have the 427 again using the new motor that will be a grate motor of all times . I like Z07 427 Two 7