General Motors launched BrightDrop in 2021 as a last-mile electric delivery solutions company, offering up battery-powered all-electric delivery vehicles, a propulsion-assisted delivery pallet, and support systems to serve delivery and logistics companies. The first two BrightDrop vehicles out the gates are the Zevo 600 and smaller Zevo 400, with some units already in service. However, BrightDrop was recently made a fully integrated part of General Motors, which begs the question – is it only a matter of time before the BrightDrop Zevo becomes a Chevy or GMC product?
For those readers who may have missed it, BrightDrop was previously a wholly owned GM subsidiary, but in late 2023, the company was fully integrated with General Motors as part of the GM Envolve commercial sales division, a move that coincided with the departure of company CEO Travis Katz. The move was framed as providing BrightDrop with “GM’s deep manufacturing expertise,” while still allowing it to “operate with the agility and innovation of a tech startup.”
As GM Authority exclusively reported last week, BrightDrop paused development of the Trace and Trace Grocery eCarts to concentrate on the Zevo.
Per previous GM Authority coverage, General Motors paused production of the Zevo 600 and Zevo 400 at the GM CAMI plant in Canada in September of 2023 due to a supply shortage of GM Ultium battery modules. Vehicle production is set to resume on April 1st, no doubt a good sign for CAMI plant workers, but looking over the current situation, we can’t help but wonder if there’s really a future for the brand itself within GM.
In addition to the Zevo 600 and Zevo 400, General Motors will eventually need to launch all-electric versions of the Chevy Express and GMC Savana, two ancient ICE-based vehicles that are now well beyond any “normal” vehicle lifecycle – in fact, the 2024 Chevy Express is the 28th model year for the nameplate’s current generation.
With that in mind, we can’t help but think that the simplest move would be to drop the BrightDrop brand outright and rebadge the Zevo 600 and Zevo 400 as Chevy and GMC models, selling both through existing dealerships. Even the BrightDrop Trace and Trace Grocery eCarts could be rebranded under GM Envolve, if the company decides to pursue their development and deployment.
That said, in their current form, the Zevo 600 and 400 would only really serve to replace the Cargo variants of the ICE-based vans, and not the Passenger variants or Cutaway variants.
But what do you think? Does BrightDrop have a place within GM’s brand portfolio, or should it be dropped in favor of rebranding under Chevy or GMC? Let us know your thoughts in the comments, and make sure to subscribe to GM Authority for more GM business news, GM electric vehicle news, GM technology news, Chevy news, GMC news, and around-the-clock GM news coverage.
Comments
It should have always been under Chevrolet – select dealers. Another marketing blunder by gm, but still fixable. These things will be free rolling billboards for Chevy electrification.
Should be branded under Chevy and GMC truck divisions. The ice-powered vans Don’t Have to only be electric! They can be offered in both ice and electric versions. There are many applications where a electric Express or Savana just won’t do. They should offer a choice of both.
Totally agree. My comment above was strictly relating to the commercial EV van that Bright Drop was targeting.
Any competent auto CEO would also make an ICE version of this, and stop giving the lucrative van market to Ford on a silver platter.
Ask Mary Bara, piolting GM like a sinking ship. This GM retiree has no faith in her leadership.
Keep it separate. It doesn’t look like a Chevrolet to me. It’s a commercial product that doesn’t belong in Chevy brand.
Agree, way bigger than a savanna/express. Not even sure who builds the ICE version of those FedEx/UPS trucks. Commercial and have a dealer network tailored to the commercial customer.
Keep the BrightDrop name as to distance itself from the old GM. When the Savana and Express finally go away, An EV BrightDrop Express and a EV BrightDrop Savana would be more fitting as a future and E friendly vehicles.
Should be kept separate to avoid what happened with GM heavy trucks in the 80’s. GM sold the Astro/Titan and General/Bison class 8 trucks but dumped the burden of servicing on regular Chevy and GMC dealers. Most dealerships were not equipped to offer proper parts and servicing for those trucks, and as a result, customers had poor experiences with them under warranty. GM would have to strategize better if the Zevo was to be integrated into the mainline dealer network.