GM CEO Mary Barra Speaks On Spinning Corvette Off From Chevrolet29
General Motors CEO Mary Barra has addressed speculation that the automaker may be interested in spinning the Corvette nameplate off into its own sub-brand, pouring some cold water on the recent rumors.
When asked by Motor Trend if GM would consider separating the Corvette from Chevrolet, Barra said the two brands fit well together as they are both iconic American brands and they both place an emphasis on value relative to the competition.
“What I think is really important is Chevrolet is a home for Corvette and Chevrolet is American, and it’s value, it’s ingenuity,” Barra told MT. “I think all of that is captured (in the two brands).”
She also said that Corvette “represents all that Chevrolet means, and part of that is, I think, that it is obtainable. So I think we will work really hard to make sure that we always live true to the Chevrolet brand, which is American, it’s value, it’s ingenuity.”
Automotive analyst Adam Jonas recently said he believed a Corvette sub-brand could be worth between $7 and $12 billion. He envisioned GM releasing a powerful, content-rich version of the Corvette that would be priced around $150,000, along with a Corvette-branded crossover. Barra had danced around the idea previously, saying GM will “look at a variety of things as we go forward,” and that the automaker recognizes “the strength of the Corvette brand,” but she sounded more apprehensive about it when speaking to MT.
“I think you have to be really careful because you have to understand what makes the brand the brand,” Barra said. “So I’m not going to say never, but I think if General Motors were to ever do anything, we would assess it very, very carefully.”
“Corvette means something so special to so many people,” she added.
GM may be smart to follow the consumer reaction to the Ford Mustang Mach-E, along with its sales performance. The fully electric crossover represents an expansion of the Mustang brand into new territory, which, much like the Corvette, is an iconic American performance nameplate with a dedicated enthusiast following. Pre-orders for the Mach-E have been strong out the gate, with Ford selling out of the First Edition model for 2021, but its marketplace performance when the initial hype dies down will be more telling.
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Source: Motor Trend
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Someone should have asked her about The plans for Camaro. How can anyone buy a vehicle with a clear conscience if it’s alway in the chopping block..
Mary is an enthusiast but if you left it to an accountant looking at sales of the Camaro, the car would be cancelled tomorrow.
GM should work on being more of a quality than quantity brand. If they made good cars worth buying, even if there were less, they would make more money, and, in turn, be able to make more. I love the Camaro, and will do all I can to protect it, both its future life and quality.
Speak the word of truth…..
Stop the BS Mary…
Stop letting your boys talk for you.
Just another mouth peice… be inavated, first to do something, walk the walk…. yourself ? Soon. No more bailouts.
The Corvette sedan/SUV should still be a Chevy. The Camaro “sedan” can be Alpha – based, called Chevelle and it would be the affordable, all-purpose Chevy sedan for fleet, mainstream and light performance below the Vette sedan.
Engineering has said Alpha cannot support an SUV, for whatever reason.
Call the suv “sawback” a shark that looks like a stingray and the sedan “Manta ray” the largest stingray and keep it a Chevrolet. Use the omega platform for the sedan. And use the same or similar checkered flags on the front
What is a Porsche? A Boxster? Cayman? Macan? Cayenne? Panamera, 911? Well If you said all the above you are correct. It can be any of these as Porsche is a brand.
Now did they name them all 911? No!
To have named them all after a model would have been foolish and put the 911 name equity into great danger of damage if any or all the models did not live up to the name.
The Corvette is a model not a brand. To brand anything Other thanks a 2 door sports car would damage the name and put near 70 years of equity at risk.
First off who here trust GM to market the Corvette name wisely? What if they slapped the name on a Blazer with Corvette tail lamps. What about a Tahoe with cross flag emblems and some decals.
Let’s face it these are the same people who destroyed a Cadillac do you really trust th3m to do this right outside the Corvette team? You should be aware Tadge and team will not call all the shots here.
Look how GM managed one of the best names of the past Cutlass. They took a name from a best seller and slapped it on a bunch of crappy fed cars that failed.
Look build some worthy products and sell them on substance with their own name and not try to bluff people by slapping the Corvette name on it and just peddling crap.
If a dedicated platform with the same parts as the C8 (DCT, standard 6.2, great interior, etc) can be had as an Vette SUV, what’s the problem?.
Nobody outside of flyover, rustbelt states want a 6000 lb buffalo Tahoe with an S/C or a Blazer with a turbo v6 called “Vette SUV”, Cutlass died as soon as the G-platform went away, (look at the sales of Cutlass from 80′-91′ MYs) not because they had several versions of Cutlass .
Cadillac and Chevy are from the same company, GM (and the other Detroit makers) can’t make steady decisions, Cadillac was killed really in the 60s-80s as soon as a Caprice, Delta 88, Electria could have the same stuff as a DeVille, not to mention the engine disasters of the HT4100 and early Northstars.
The Vette sub-brand should be all about performance and nothing else.
You are not going to get a dedicated platform at a Chevy or even At a Corvette price point. Hell Cadillac just gets recycled Chevy platforms outside the two cars.
The folks in LA are just peachy with a 6000 pound warmed over VW as a Cayenne.
On the Cutlass my point was the name could not save any of the bad vehicles tagged with the popular name. It only destroyed the name.
Yes Cadillac began the decline in the 60’s and every time they start to recover a new manager is installed.
The Corvette should be all about 2 seat sports cars and nothing else.
If you want to sponge off the name call it SS or Tahoe Grand Sport tuned by Team Corvette. But never call it a a Corvette.
Do you really believe a company that can not give Cadillac its own SUV will spend the money for a one off SUV for Corvette? I know you are not that naive.
Again this is Chevy not Porsche. If GM would do this right I would say yes but we know they can’t and won’t do it the expensive way.
You must know what the Vette based vehicles are made with with those statements. GM as cheap as they are didn’t pour $billions to expand the Vette factory because the C8 will suddenly outsell the Camry, GM definitely have plans for C8-based vehicles rather you like it or not.
I do want an SS to return as a “Chevelle SS” with more inexpensive, mainstream models like the Charger, to be offered under the Vette sedan of course.
As for Chevy, yes the Chevy sedan should be about fun, cheap to own and operate, mainstream performance for the average American like it was from the ’50-60’s and somewhat the 70’s- 00’s, not cheap, office monkey, soon to be automated job transportation.
At a time Chevy is killing sedans they will not bring you a one off platform for a limited volume car under the Corvette brand to sell at Chevy dealers.
There is no such thing as cheap RWD anymore out side a heavy discounted FCA dinosaur that will vanish in the near future and not be replaced.
Even the SS was under developed and too expensive.
I love these cars but the market and economics have changed. You and I are in the minority and selling low volumes requires higher price points.
The 50’s and 60’s are gone. What worked then no longer works. They built performance off cheap high volume economy RWD platforms. Today there are none to be had anymore.
Absolutely, that’s why the Vette needs to be an SUV/sedan with prices similar to the C8 so the 2-seat Vette can survive in the future.
FCA is replacing the Charger and 300 but with another rwd platform from AR, not some made for middle-America engineered, generic, fwd garbage that got the Impala and others killed.
Ford has the CD6 for Explorer and Aviator for starters and will be in Mustang and probably other 4-Doors form Ford so don’t tell me rwd can’t be scaled inexpensive.
You realize the Tahoe already is as expensive as a C8? If you make a low volume one off platform it would be more.
The SUV would hold no bearing on saving the a Corvette. The C8 and the business case of a C9 will determine the future.
Porsche has to sell other models over the 911 because they needed a full line of vehicles like Chevy has.
As for FCA all bets are off with the merger. You might get a FWD PSA with the changes the merger will bring.
The Fords are not cheap. The performance Explorer is $65k. You are not getting it for $30k. You can get a a Mustang 4 Turbo for about $30k
“You realize the Tahoe already is as expensive as a C8? If you make a low volume one off platform it would be more.”
The Silverado cost as much as a Tahoe and Suburban if not more with more sales so let’s kill both trucks, yea that doesn’t sound right either with that thinking…
How you guys keep saying “leave the Vette a 2-seat country clubmoblie” but yet how is it going to pay for itself?, It won’t by itself. Somehow a performance mainstream sedan, performance SUV won’t work but a expensive, impractical 2-seater magically will end up in everyone’s driveway?……
“As for FCA all bets are off with the merger. You might get a FWD PSA with the changes the merger will bring.”
FCA already spent $billions on the Charger replacement, they not going to scrap it for a French Malibu….
“The Fords are not cheap. The performance Explorer is $65k. You are not getting it for $30k. You can get a a Mustang 4 Turbo for about $30k”
Ok, so?. A $100k Navigation and Escalade is based on a $26k Silverado and F150, still does that not make a platform to have an inexpensive model because of a top model?.
You really don’t get it?
The point of Tahoe cost means if you turn it into a Corvette it would be in the same price class or more than a Escalade. That would be foolish.
Two the Corvette makes a profit. If it did not make money they would never approve the business case. GM has been clear for years it has to make money.
Chevrolet makes money and the Corvette is add on profits. They live on trucks but add on income with the Vette.
Porsche 911 is sold in more limited volumes and need a full line to support the Porsche brand. It is the total reverse from Chevy.
GM will sell over 50,000 units in the first full year of the C8. No other sports car comes close. It is a volume sports car that most others can not even think of producing.
Porsche tried to go volume with the 911 once and did a lot of damage,. They also tried to go cheap with the 924 and 944 and failed.
The rules for sports cars are generally counter to the Vette and that is what makes it special.
Once the a Grand Sport comes it will account for nearly half the sales and only make more money.
The 911 is around 9,000 units per year or less. Ferrari or Lamborghini try to keep to 3,500 units per year on their main line models.
Chevy will build 5 years worth of 911 models in the first year of the Corevette because they can get away with it.
The guy buying the 911 does not want one on every corner. He want exclusive. The Corvette guy looks for the other Vette owner to wave to them. It is a Vette thing.
Even the Miata has to be volume controlled to keep demand up other wise Mazda would over sell leaving no buyers for year two or three. They average around 9,000 units per year in North America at best. They never sold more than 18 k since 1996.
“You really don’t get it?
The point of Tahoe cost means if you turn it into a Corvette it would be in the same price class or more than a Escalade. That would be foolish.”
You can get a decent Escalade for a loaded Tahoe or Silverado but that’s not a problem but somehow a dedicated sports SUV (which would probably be cheaper then the Euros) is something undoable?.
“Two the Corvette makes a profit. If it did not make money they would never approve the business case. GM has been clear for years it has to make money.
Chevrolet makes money and the Corvette is add on profits. They live on trucks but add on income with the Vette…..”
Like the Impala, CT6 and Cruze made money?.
Again the future is not 2-seat retirement rockets and GM absolutely have something up there sleeves for a Vette brand, don’t match how many other narcissistic sport cars the Vette outsell, it’s still not enough to cover cost by itself and GM proved they don’t need to sell a car anymore to stay in business. You think you have the formula for the Vette to remain 2-seats only, get a job with GM financial.
FCA sold just shy of 50,000 minivans !!!!!!
Wait for it !!!!!
LAST QUARTER !!!!!!!!!!!!!
I again agree with you C8.R.
GM will cheapen out a vehicle and ruin the Corvette name like Cadillac.
However The Corvette will not live on !
I know you think the performance line at GM and the Corvette are the greatest things since sliced bread, and maybe so, but only to boomers. Sure some before boomers, some after boomers, yet the US boomer made Corvette, and Cadillac for that matter. This Corvette might have a chance if it is an EV in 3 years at the most.
My opinion is Mary sees this complete drop off for the GM vehicle as a YEARN. I mean nobody wants a GM vehicle. Sure some of the wealthy boomers still want a Escalade, and some want a Corvette but then its done.
I was hoping that GM was going to let JDN keep this vehicle with the Blackwing and spawn the Cadillac line better than Audi, BMW, and Mercedes, like the VW Porsche, But nope.
Now I am well aware GM has things going on, and what GM thinks is a plan. I know that C8.R will think it is a great plan, but me again not so.
Why, my opinion, GM has no clue what the 2020-2025 customer wants, none. GM thinks they will jump to the EV with a splash, but the new Cadillacs were going to be an onslaught also, and the new truck was going to be the greatest.
Unless GM has the plan and the cash in hand NOW to make a EV work like the grocery getters that make GM, this plan is done. The cash from the trucks and large SUVs will be done in 3 years. With the 7 to 8 year loans people have to pay for these high priced vehicles it will be just like the housing market. All of these vehicles will be worth less in 3 years than what people own, they are GM vehicles so they will be junk in 3 years or 36,000 miles and people will simply walk away. People are already doing it now, with the high repo rates. So all of the GM future plans will be up to the banks loaning money to people that just had there vehicles repoed. With wages stagnant, the fed will more than likely lower rates next year to try to spark borrowing, yet even this will not help as boomers again were the only large population that has allowed the banks to run their lives. My generation is horrible as we borrow to much but then just walk away and try again, and the y’s just do not invest in pig companies, and do not borrow from pig banks. Why do we have a stock market that seems great yet no inflation and have to lower interest to try to entice borrowing and get inflation to raise.
What the average boomer has never figured out is the US market is done !! That is why everyone is trying to get into China ( the next middle class of boomers ) Yet the boomers cant make the laws in China as the did in the US so they are confused.
Unless GM starts talking to the customer like a human and not a % they will never survive in the Y world.
So I would guess as Mary watches it all slip away, the Corvette name on another 3.6 midsized average GM blah vehicle will be back on the table as another GM quick buck for the share holder.
I can’t wait to eat crow !!!! but so far doing good on the predictions of GM, still just opinion though !!!
Is Porsche a ” Brand ” ?
Or in comparison to GM is Porsche a ” badge ” for VW !!
You see this is what GM can not and it seems will not figure out !!!
Its VW, can and do you get it !!
VW manages the ” brands ” and what do they get — excellence !!!!
VW – Is Volkswagen
VW – is Audi
VW – is Porsche
VW – is Bentley
VW – is Lamborghini
VW – and 7 more !!!!
This brain storming by you two is fun to watch.
Guestt, the reason Porsche is great is VW lets it be !
C8.R, the reason Cadillac has failed is because its a Chevrolet .
Its NOT the name !!!!!
Its not necessarily even the parent company !!! Well kind of at least the decision makers within.
Its the vehicle ————— that’s it ———– the vehicle.
Sure VW uses Porsche as a NAME – BRAND – BADGE, whatever.
But if VW made Porsche vehicles like GM made Cadillacs, Porsche would be in the same place !!!
Its VISION – plain and simple – VISION.
GM and the bankers $$$$$$ want to use the Corvette name for VALUE !!
Its marketing !!!!!
Trying to market $hit and call it Caviar.
Soon people will not like Caviar !
And these short term, quick buck, money decisions, are why GM is bailing and in huge debt.
From here there is no way out, but spend some money and make better value vehicles !!
But GM can not get any money, you don’t get blood from a turnip, as they say.
Nobody new wants GM stock and if GM quits paying dividends the old stock holders will flee !!!
So where does that leave GM ?
The good old bankers cash flow !!! Money in – money out.
Trouble is, I have never made any money listening to a banker !! Cash flow does NOT make a dime !!!! Cash flow is just what it is, FLOW. Cash flows in – cash flows out.
Money is made in VALUE and PLANNING !! That’s it, and its simple !!
But you need the money !! How do you get the money ? Value and planning !!
Flow is, the banker loans you money to start a business, you build your business doing X. What does the banker want to know ? Collateral, Term, Flow. If you don’t have a good VALUE something( collateral ) and show good potential ( Flow for the payment ) income for a term of the loan, you will not get the money. And most business in the US today, by the time the term is up, the business is junk and not worth anything, so people have worked the term, and in the end the banker made the only money. The rest was FLOW.
What does the banker see as VALUE in GM ? The name Corvette !!! Why ? The banker still wants a Corvette. The banker is no longer behind Cadillac, the banker took the value out of that name already, and the banker drives a Mercedes – Porsche – Audi – BMW !!!
But the banker still wants A good old American Corvette, But is Mary lets the banker tell her to FLOW the Corvette name, a Corvette will soon be a laughing stock just like Cadillac !!!
GM just needs to quit the $hit.
I no longer care if GM only sells 4 or 5 vehicles, just start making them class leading, VALUE again, and the bankers, or should I say NEW stock money, will flow your way !!!
Kind of funny how business the size of the ones that have failed in the last ten years are treated the same as poor people by the banks. ( we will tell you what to do to make us money )
Its VALUE, and GM has little left !!!!
But one hell of a lot of FLOW !!!!!!
Can you say GE – Sears – K-Mart – Shopko – Boeing – GM ( already once ), and I could go on !!!
The banker wants VALUE to loan you money, but without money some don’t have VALUE, some just don’t know how ( GM ), and its NOT the same as in the 60’s.
My opinion !!
GM just needs to build more great performance cars like the Corvette, regardless of how they name them.
Problem is, aside from the Corvette, every new model GM has rolled out under Mary Barra has either been mediocre or carryover. Now it’s true that mediocre, corner-cutting, derivative, cheap interior vehicles are more profitable in the short term (until customer demand vanishes). But if that’s the corporate strategy, GM is much better off not sticking a Corvette badge on any of its other vehicles as they are likely to do damage to the Corvette brand.
So although a Corvette brand is a great idea, GM is too likely to screw it up
A Vette Sub Brand makes too much sense for GM to pull the Trigger Lol
I mean Land Rover figured out how to have a Range Rover Sub Brand so why can’t GM?
Lets talk VALUE !!
What is VALUE ?
Well in the US today its memories !!!, Well I guess it has always been, but more so today.
Most Yers think transportation and housing are commodities !!!
And how does the US treat commodities, LOW MARGIN !!! like food !!
The GM truck, out of the three lines in the US still holds VALUE from memories of longevity for some.
Other than that the Corvette is the only GM —- VALUE.
GM spent all the Cadillac value.
And the rest, is FLOW and its a commodity, NOT VALUE.
But I bet we find out who wins. In the USA !!!
More opinion from me.
If Corvette is profit generating leave it alone! You saw what happen when they went Mid Engine sales off the charts just expand on what you have
How many dealer could afford a stand alone Corvette franchise with the volume that they sell?
Interesting comment. Just by mentioning this thought of spinning off the Corvette from Chevrolet is concerning. To me she is stating that it could happen. Just like the ICON “IMPALA”, since 1958 and it meets its demise February 2020! That’s just nuts. If the Impala isn’t selling, then same on you GM you didn’t give the consumer what they wanted; you gave them the malibu??? I know I spelled it wrong I like the IMPALA more and so do many Chevrolet customers. Just look at what happened when the Corvette designers gave the Corvette fans the mid-engine.
Barra would just as soon close GM in the USA and move to China.
Long winded you think, come on guys. Cant tell a Corvette enthusiast anything they don’t know…
Just ask one…
General Motors has announced that the new Director for Marketing will be Jay Leno. Interviewed at Leno Garages he stated that the first thing he would do after receiving one each of a C-8 coupe and convertible is to end production of the 2020 Corvette and begin on the 2021’s. He will introduce both an Lt4-Justin Bieber Special Edition along with both a Z06 version and shortly thereafter a renamed Z01 edition. This will be called the, “Corvette Road America” edition which will be targeting not only that great track and its records, but will bring the Hybrid version to Le Mans and start four vehicles from the pole position. Speculation has it that Mr. Leno cut the production off early to guarantee that his two 2020’s are part of a very low production numbers. GM though questioned about the rumor, stated, “No Comment.” Well, it is almost still April Fools Day!