No matter how you slice it, General Motors simply doesn’t have the best branding for its internal combustion petrol engines. “Duramax” – GM’s brand name for its lineup of diesel truck engines – is just fine, mind you. It communicates what it ought to about the engine’s durability and performance, and it sounds a good deal better than Ford’s “Power Stroke”, which seems like it might be a rather unpleasant medical event.
But we’re talking about GM’s most interesting/appealing/exciting petrol engines, like the 6.2-liter V8 small-block LT1 engine (below) in Chevrolet’s Corvette and Camaro SS. Along with its supercharged derivatives in the Corvette ZR1 and Corvette Z06/Camaro ZL1, it’s arguably the most desirable of all current factory GM engines, but what does it have for branding? “LT1” (or “LT4”, “LT5”, depending on the level of supercharging).
Meanwhile, Ford’s V8 in the Mustang is called “Coyote”, and Fiat Chrysler has easily the most iconic, well-known petrol V8 brand of them all: “Hemi”. The automaker knows it, playing up the fact that a given Dodge or Ram product is powered by the stalwart iron-block motor with exterior “Hemi” badges that identify what’s under the hood. A great number of motorists likely don’t even know what a “Hemi” is (any engine design with hemispherical combustion chambers), but they know it has a reputation for power and performance.
Ford doesn’t advertise the 5.0-liter Coyote V8 so brazenly, but the automaker does place “EcoBoost” badges on certain models powered by any one of its many modern, direct-injected, turbocharged petrol engines. True, the “eco” portion of the moniker acts as sort of a semantic wet blanket, but it’s made up for with “boost” – one of the most fun words in the English language. It helps that at least some number of performance enthusiasts got acquainted with the name in the context of racing in the IMSA SportsCar Championship.
GM engines are some of the best in the business, delivering an ideal blend of efficiency and performance without being especially finicky or price-prohibitive. It’s time the automaker had the branding to suit.
Stay tuned to GMAuthority for all the latest GM powertrain news.
Comments
I really couldn’t care less.
The engine being called something does nothing for how it performs.
GM has tried to rely on the engine designation like LS and LT to tie this to the original small block.
The truth is this is a much better engine and much different engine and deserves it own family name and designation.
Time to create a new classic as we already have the engine but just need the name.
The two valve engine is at the end of its life. When they go 4 valve add the new name.
Chevy’s badging does have history, but does nothing for marketing.
Question though, why do people read reviews of cars they already hate only to trash them in the comment section? Nothing else to do?
Also, why do some comment on performance cars and trucks when they only make fun of them as silly, unneeded, or a replacement for the owner’s manhood? The are either jealous, can’t afford them, are intimidated by them, or all three.
i don’t know how much value to place on this reliability survey by consumer reports, but gm and especially cadillac rate near the bottom.
according to this survey, cadillac is worse than tesla.
so come up with all of the PR marketing magic you can come up with, but none of it will matter if this is an accurate measure of quality/reliability at gm.
http://www.autonews.com/article/20181024/RETAIL/181029858/consumer-reports-reliability-survey-detroit
Yes, like ZR2, LT1, LT4, ZR1, ZL1, RST, 1LE.
It means nothing for someone who isn’t a GM fan.
GM’s ls lineup is so much better than the others. Scott3 you people really don’t pay much attention to reliability do you? Nothing but a new set of problems for ohc 4 valve. Longer timing chains (which stretch, plastic chain guides which fail, and automatic tensioners that fail.) We don’t need any catchy names for GM engines.
Dwayne people like you also do not comprehend that the Two valve is coming to an end at some point because it will not meet emissions. This in not my opinion but a GM driveline engineer who stated do in an interview.
If you also had kept up you would also know the latest 3.6 and 4 cylinders have redesigning the chains, guides and tensioners. They also have a new oil recovery system that eliminates the need for catch cans to prevent intake carbon issues.
Ford has converted a ton of people from v8 engines to paying more for Turbo V6. Not that long ago it was unimaginable to think that would have happened but good marketing did it.
GM will keep the two valve as long as they can but the clock on emissions is ticking and they will have to move to the multi valve. The engine will be based on the present block and upgraded. Hence the very stiff lower end we already have.
People know what’s important like the LT5 is the 755 horsepower supercharged 6.2L V8 used by the C7 Corvette ZR1 because some people under 30 have no idea or the significance of Hemi.
I think buyers understand that certain vehicles have certain specifications, including powertrain specs. I’ve always thought that GM should stick with branding for their vehicles, though.
This only really ever mattered IMO with Chevrolet. Cadillac, not really. Buick, aside from the fireball straight 8 from way back, no. Olds had the rocket but it’s gone anyway. Pontiac didn’t have much of anything I recall aside from marketing tri-power carbs and it’s gone too so.
Honestly they’re doing all they can do probably. Chevrolet’s history for marketing was truly in their cubic inch displacement names. Right on the front fenders with the cross flags or on the air cleaner lid. 327, 350, 396, 427, 454 etc.. All of them were iconic. And with the Chevrolet Motor Division defunct, we just have GM engines for all. Loosely tying GM’s LS to Chevrolet’s Smallblock history was a start. The LT designation now is pushing that probably as far as it will go.
The Enthusiast is educated to GM engine codes but the average customer is ignorant to the codes and history.
Dodge has marketed the heck out of the Hemi. The new engine has nothing to do with the past engine but the name and performance are recognized by most today to represent lots of power.
GM has engines today with marketing but they fail to do so. They did market the Ecotec but then post bail out it vanished. The Turbo Ecotec engines really started to have a good rep but today the 2.0 turbo is just another 265 hp lump under the hood.
They should also better market the new engines too. The 3.6 in a 2015 Colorado is not the same engine as the 3.6 in the 2017 and up. The Hp and mpg did not change much but GM added a ton of fixes and improment over the previous model. Even the media did not understand the extent of the changes,
What starts with a small Duramax / Allison badge on a bulging hood some owners take to extremes. Ram drivers often do this. Ya, we know it’s got a Hemi, says so on the badge, don’t really need monster stickers in the windshield and back window to remind us.
The current Hemi is only a Hemi by name. It’s more of a wedge, the valves are just in the same basic location, also using two spark plugs per cylinder.
http://image.hotrod.com/f/57043389+w660+h495+cr1/chrysler-5-7-liter-hemi-combustion-chambers.jpg
It surprises me that no one has tried to stick an injector of some kind (nitrous oxide) in one of those holes?
It looks like a combination of a wedge cylinder head and a Hemi. Let’s call it A Wedgie.
Hah, wedgie it is!
I can not understand why GM has so many different V-8 engines and transmissions. why not just the 6.2 and 10 speed and put it in everything. it has to cost money to engineer and produce all those different V-8 engines and transmissions. my friends GMC 6.2 with a 10 speed gets the same MPG as my 5.3 with a 6 speed transmission and can tow and haul more
The last time GM had any kind if engine name that I can recall was the Oldsmobile Rocket 88. It was more of the model name than engine but it meant V8 and power. Most of the readers here weren’t born yet listening to the commercials. For the most part GM engine popularity was the cubic inch displacement. The first popular one was the 409 made famous by the BB song. But for Chevy it was a 283, 327, 409 and the big boy 454. This probably shows my age. Now it is the LS for crate engines.
302, 350, 396 and 427
all i can say is this corvette is junk.2015 blown trans torque tube and torque converter, 2016 blown engine at 15 mph trans blown and gm warranty service is absolutly the worst . 20 corvettes c2,3,4,6,7 and the c7 is junk
Same here had a z51 ray rear trail arm loose caused accident factory no tighten. Then GS#416 never forget the number what a lousy drive train sounded like worn out brakes. Could not fix it. Whole saled SOB. Sued GM they made good finally.. Gave me a deal on a Z06 sold I got really hot and sold it. Even now with GM. I feel like a monkey is off my back.
you guys must be unlucky as I have owned 11 new corvettes and never had problems like this and I ran track days with mine
In my humble opinion, I don’t feel this is what Chevrolet (or GM) really needs for anything because honestly spending money on patenting engine names is a waste. The General Motors Corporation needs to do what all car companies need to do, and that is go back to building American cars that work and are attainable to the general public. When car companies realized that volume, not individual car sales make the mark things will change. Another thing is that car companies really need to listen to what people want. Granted you can’t please everyone with everything but if you can win the majority, your business wins. GM is in the market of making vehicles and that includes personal and commercial vehicles. Hybrid vehicles and electric vehicles are here, like it or not. Why not focus the bulk of green energy on fleet sales. Hyrbid and electric commercial vehicles with long range. These vehicles don’t have to be high power vehicles for the most part. Courier vans, fleet cars and even light chassis box trucks. Think Urban commercial business, think Uber & lift drivers, think Postal & Package handler vehicles and things like that. None of these vehicles need a ton of power and operated mostly short range and could benefit from hybrid or all electric powertrain systems that encorporate all wheel drive powertrains. This is where the bulk of business would come from and now the company has a steady foundtion on “Clean Mobility” and other things can stem from there.
Now I do believe that electric cars have their place on the road as many people want to be able to operate their vehicle with less requred maintenance, no gas fill ups and all of that stuff and i think that anywhere from the Chevrolet lineup to the Cadillac lineup there should be a few mainstream electric vehicles. But there are others of us who still want to be able to enjoy our V8 powered muscle cars or just regular gasoline powered vehicles. Giving names to an engine is a touchy subject because most of us who know anything about the engine that gave birth to the name will more than likely be a bit irritated that the name was given to an engine that doesn’t quite live up to its legend, which happens a lot. Naming engines that stir up emotions of yesteryear is geared towards enthusiasts and there are a lot of us still out here both old and young. If you want to get our attention, you need to have something worthwhile and something attainable. I’ll give some examples
Chevrolet: There are so many of us out here who want Chevrolet (and GM in general) to, in a sense, go back to where they lost us. For a long run, Chevy has some awesome muscle cars just as well as some awesome every day cars. To alot of us, those cars are gone. Let’s start with the Chevrolet Brand
1.) The Chevrolet Cavalier and Cavalier Z24: Say what you want, alot of people loved the Chevrolet Cavalier. It was a car that
did what needed to be done, no questions asked and it was inexpensive and easy to fix. Chevrolet has so
many different engines to offer a much improved FWD/AWD car with the 1.5L Ecotec turbo I-4. As for the
Cavalier Z24, a FWD mounted 2.7L Turbo I-4 with AWD making 305hp and 350tq would be more than
ideal. Yes Chevrolet could easily do this and just use the Cruze name, but the familiar name of the
Cavalier and the Z24 badging along with Magnetic ride, Brembo brakes, performance exhaust, GM
Performance package options, GM Performance wheels, aero upgrades, a sporty interior, optional 6spd
Manual, a performance stereo with navigation and things like that at an affordable price (Ranging from a
base $15,000 to a range topping fully loaded Z24 at maybe $25,000) would be an ideal spot to place the
new car and be a really sweet contender to a wide range of entry level cars and sport compacts.
2.) The Chevrolet Lumina/ Lumina Z/34/ Lumina SS: The W-body from GM was an amazing front wheel drive platform that
yeilded some amazing vehicles, namely the forever loved Pontiac Grand Prix. Cars the the GTP, GXP and
even the never produced by seriously craved Grand Prix GPX Concept were all vehicles that did both their
daily duties as daily drivers, but they had a fun side to them as well. No longer limited by a front wheel
drive chassis, the new Lumina, Lumina Z34 and Lumina SS could be cars that people would seriously go
for because now they would be on a well balanced Alpha-2 Chassis with optional all wheel drive. The base
engine for the Lumina would be the 310hp 2.7L Turbo while above that would be the 420hp/420tq 3.6L
Twin turbo from the Cadillac XTS and lastly would be 450hp variant of the 6.2L V8. While the Z34 would be
tuned on the regular Chevrolet Camaro SS suspension with big non-brembo brakes, a single mode dual
exhaust system with high flow mufflers and things like that, the Lumina SS would ride on the 1LE type
suspension with Brembo brakes, magnetic ride, dual mode exhaust, alcantara interior, high performance
stereo, navigation and other things like that along with improved aerodynamics, 20″ wheels and things like
that. The Z34 would ride on 18″ wheels while the regular Lumina would of course ride on base 16″ wheels
with optional 17″ and 18″ wheels with the exception of the Premium package lumina which would ride on
20″ chrome wheels with a luxury tuned magnetic ride suspension, larger brakes, and a Buick-level interior
with a Bose stereo system, navigation, etc.
3.) The Chevrolet Camaro LT, Camaro RS, Camaro Z/28, Camaro SS & Camaro ZL1: The Camaro is a car that needs a little bit
of love from Chevrolet. First of all, the body design is pretty decent but the Camaro is not a fastback car, nor should
it be. The design needs to follow more of the ’67-’69 design but better, The trunk needs to be bigger and flatter
(like the first gen) But still remain smaller than the Challenger but bigger than the mustang. the spoilers need to be
duckbill lip spoilers like nearly every camaro before this one (except for the ZL1) and the interior needs to build
upon the design from 1971-1975ish. the car needs to be more comfortable and the visibility needs to improve
greatly (67-69 body style but obviously more modern). Where Chevy should make a lot of improvements is with
optional engines and packages. First of all, we need a great base model Camaro and that should be the LT Camaro
with a 2.0L Hybrid I-4 Turbo pushing 295hp with a focus on sporty luxury and all-wheel drive. Above this car should
be the Camaro RS that focuses on entry level high performance. The car should really have the 2.7L turbo engine
bumped up to 350hp and 380lb ft of torque with optional all wheel drive on the 1LE performance package and that
should have the magnetic ride, Brembo brakes, performance AWD with torque vectoring, electric
performance differentials front and rear, aerodynamic upgrades, sporty interior and things like that with the LT and
RS body. Next up is the Z/28 Camaro which should have the standard Camaro SS Magnetic ride suspension with the
optional 1LE suspension and aerodynamics package but with 19×9.5″ front wheels and 19×10.5″ rear Herritage
wheels, alcantara interior trim, performance stereo, recaro optional seats, etc. The engine option here should be a
425hp variant of the 5.3L V8 bored out to a 5.7L V8 with LT1 heads and camshaft and exhaust manifolds with the
truck style intake manifold. This way there can be an optional performance upgrade package that includes the
actual LT1 intake manifold, hot LT1 head and cam package, etc. Now above that should be the SS-376 (if you want to
name something. This car should be powered by an upgraded 495hp 6.2L LT1 or the new 6.6L (402ci) V8 that’s
coming out in the new Silverado HD. Now if you wanted to do something really cool GM, Take that new 6.6L and
name it the 396 and give birth again to the SS-396 Camaro and watch all of us go nuts! Now of course if you really
want to drive us crazy and make us happy. Bring back that glorious 7.0L LS7 V8, tune it up a hot LT1 style head and
cam package, some mid length headers, etc, give it about 580hp and drop that into a high end Camaro and call it the
ZL1 and then do something even crazier and give us a 720hp Supercharged, Shelby-destroying COPO ZL1 and just sit
back and watch your numbers eclipse the mustang and the Challenger because now you have a pony car that can
slaughter at every level. While you’re at it, go back and give us some of those good old GM colors that we long for.
4.) The Chevrolet Trailblazer: The new blazer is cool, but not what we wanted exactly. We want a body on frame
blazer that can still ride like a car (magnetic ride and all that sort of stuff but just on a Chevy level). Dont get me
wrong, the new blazer has a nice look but we need something that can go toe to toe with the Durango for real (we
miss the Trailblazer SS). We don’t need a Jeep Trackhawk fighter, just something that has a regular version, a High
Country- High Desert version and an SS version. The SS Version needs to have all-wheel drive, be lowered, Brembo
brakes, Magnetic ride suspension tuned for performance, drive modes, a 495hp V8, dual mode exhaust with quad
tips, aerodynamic upgrades including an aggressive lip spoiler both on the top of the rear lift gate and a mid spoiler,
performance interior and seating for five and of course, Camaro inspired. The High Country needs to be ultra
Premium (GMC Denali level) with the optional 385hp 5.3L V8 and all wheel drive with the 10-speed automatic and the
regular trailblazer should of course get the 2.7L 310hp turbo-4
5,) The Chevrolet Colorado pickup: Great truck, needs an RST 5.3L V8 option and needs to look more like the SIlverado. ZR2
needs new 310hp 2.7L turbo. drop the 3.6L VVT V6 completely, add the 3.0L Diesel to the lineup and call it
a day.
6.) The Chevrolet Tahoe, Chevrolet full Size Blazer & Chevrolet Suburban: Bring back a true off road Tahoe Z71 Blazer, drop
the RST performance package on both vehicles and Bring back the blacked out Tahoe Limited with a
420hp 6.2L v8, lowered, top notch interior, etc. Suburban needs an HD option with a Duramax V8 diesel
and Super Duty styling. Suburban needs a Scottsdale Luxury model
7,) The Chevrolet Silverado 1500 WT, Silverado 1500 LTZ, Silverado 1500 Z71 (Trailboss) Silverado 1500 RST, Silverado 1500 Cheyenne, Silverado 1500 High Country, Silverado 1500 SS: fairly self explanitory. RST needs the Supercharged 5.3L V8 pushing 450hp: Cheyenne needs to be a luxury high performance truck with the same 450hp supercharged 5.3L The SS needs to be at 500hp with more torque and fully focused on performance, (Short bed, 2wd, 4-seater pickup truck)
8.) Silverado HD, Silverado HD Scottsdale Silverado HD High Country More power from the Duramax diesel V8 Scottsdale needs to be off-road 4×4 lifted with knobby tires, washable interior, etc.
Chevy also needs to bring back that red outlined bowtie, a blue bowtie, a silver bowtie and the gold bowtie. Different bowties would represent different things. Obviously the red and black bowtie for performance, a silver or blue bowtie for the trucks and the gold bowtie for the regular car lineup. All in all, if you want to catch our attention GM and do something to boost sales, this would be it. Now obviously this isn’t a complete list of everything but its a start. You still need an electric lineup and a hyrbid lineup of cars and honestly Buick would be a great place to do focus that direction since Buick is kind of a brand where you can really do alot with since it’s kind of that middle and unloved child. As far as high end electric cars, hybrid cars, the Corvette, etc, put the expensive stuff to Cadillac and focus that brand on really beating vehicles such as AMG, BMW, Audi, Lamborghini, etc. That’s how you do it. That’s how you win. But as i said before these are just my opinions. some may like them, some may not. anyway goodnight and i’ll see GM Authority in the morning.
GM really should address badging as there are a number of vehicles that could benefit from a powerful unique badge. The Corvette’s crossed flags badge is the only one of significance for GM and it works great for Corvette. The badges for the Cadillac CTS-V and the Camaro come up short on the scale of powerful badges. When you see Ford’s Pony and Cobra emblems you immediately think Mustang. When you see Dodge’s Demon or Hellcat logo you immediately think Challenger. GM badging needs to be just as powerful and direct in pulling the viewers imagination to the corresponding vehicle. The ZR1 and Z06 badges help to make the Corvette more identifiable. The ZL1 and 1LE badges do the same for Camaro. However, the Camaro badge needs to be more than a red, white, and blue banner. Remember, badging makes for great advertising as people loyal to a particular type of vehicle will wear that vehicle’s brand/badge on a T-shirt, Jacket, or hat—that’s free advertising for GM. GM should consider having a contest where they pull their customers into their business and ask them to come up with some badge designs for their vehicles. They might be surprised at the quality of the entries given today’s generation’s interest in computer-graphics and modeling. I think powerful badging can be beneficial to a vehicle’s brand.
I have been saying this for years. When we raced Big Block Chevy’s back in the 70’s , 80% of everyone else was also running a BBC and we proudly called them RAT’S, and they were respected like no other engine platform except maybe the HEMI. Go to any NHRA event and until recently when there were still a few mopars trying to compete in the Pro Stock category , you heard “Hemi powered Dodge until your head exploded and GM, who was and still dominates the class got no cudo’s for they’re engine because GM decided to to call it the DRCE. Yea every one knows what a DRCE is right? It’s way over due for GM/Chevy to proudly rename they’re race engines with something that EVERYBODY will recognize when they think of the brand like the article says. Instead of Drag Race Competition Engine (DRCE) How about calling it the Drag Rat or something related to the venerable BBC . Yes it’s way over due for GM/Chevy to come out with a name for they’re performance engines that will be stuck in every gear heads brain and even a non gear head.