Brand identity has long played a pivotal role in how automakers connect with consumers, especially when it comes to engines. Names like HEMI, Power Stroke, and Cummins immediately elicit a response from buyers. And that’s why it seems particularly odd that GM doesn’t have a strong, recognizable brand attached to its flagship gasoline V8 engines.
Historically, GM leaned on the Vortec name for its truck-based V8s, a term that carried weight among buyers throughout the 1990s and early 2000s. But with the introduction of the current generation of small-block V8s, GM transitioned to the more clinical EcoTec3 designation. While it technically gets the job done, EcoTec3 lacks the marketing punch of rival branding that’s needed, and remains virtually unknown outside of hardcore enthusiast circles.
Compare that to Duramax, GM’s diesel engine brand, which enjoys widespread recognition and a generally positive reputation among truck enthusiasts. Even the newer TurboMax name for the turbocharged 2.7L I4 L3B gasoline engine is carving out its own identity.
So why the absence of a bold, consumer-facing identity for General Motors’ bread-and-butter gasoline-fueled V8s? One theory is that it may be a strategic omission. By keeping its V8s unbranded, General Motors potentially avoids undercutting its push toward newer powertrains like TurboMax, especially at a time when downsizing and electrification are reshaping the market. A less distinct V8 brand may inadvertently elevate the automaker’s alternative offerings.
This hands-off approach stands in contrast to Stellantis’ HEMI strategy, where the name is still synonymous with performance. Advertising campaigns like “That thing got a HEMI?” helped echo that pop culture sentiment, so much so that after Stellantis pulled the 5.7L HEMI from the 2025 Ram 1500 lineup, demand spiked when it returned for 2026, with over 10,000 orders were placed in just 24 hours.
Meanwhile, General Motors’ small-block V8s are identified only by displacement badges (5.3L and 6.2L), a method that may speak to some enthusiasts, but doesn’t inspire much in terms of broader brand recognition.
Timing may also be a factor. With the next-generation General Motors V8s now in development, a fresh branding campaign could emerge in tandem with the rollout of the new platform, perhaps after the company moves beyond the recent L87 recall and persistent lifter issues that have somewhat marred the current engine family’s reputation.
Until then, GM appears content to let its V8s speak for themselves – quietly and without a catchy name. Whether that’s a missed opportunity or a calculated choice remains an open question.
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6.2 – TickTok Edition
They made the blackwing V8 for about 5 minutes I’d say that was their flagship engine for their flagship brand
Although cadillac always pointed out that the Northstar brand was a “system” and not just the engine, that was a pretty successful differentiation for their cars. Of course, the Northstar/Aurora V8 was a completely different technology and displacement from any of the small block V8s by GM. Same for the short lived Blackwing V8.
My guess is that they are still so wrapped around EVs that they aren’t prepared to create a naming system for their V8s that allows for names for the similar tech engines in the trucks, corvettes, and blackwing.
6.junk. Proudly seizing since 2021.
The 3800 didn’t need a name. The numbers were trustworthy enough.
The vehicles sell pretty well without a fancy naming strategy. Why rock the boat?
EVs will eventually carve out their niche among propulsion sources, so it is probably wise to not emphasize one small segment of engines and powertrains.
Who really saw the government ever eliminating Corporate Average Fuel Economy (CAFE) noncompliance fines? They’ve been around for almost 50 years.
People who really want a V8 will buy one – no matter what you call them.
General Motors needs to build good engines. Not think up macho names to entice men with small talleywhackers. 😲
LS was their most popular identity . It stood for longevity durability and big power in a small package . It didn’t need Max hemi Power or any of the other goofy monikers that should be left in the past . They should have just left it as LS gen4 Gen 5 ect . Moving to LT and Ecotec as your moniker when everybody knows you as LS was stupid .
First of all, Mopar guys are a different breed of cat. All Hemi, all the time even if a 6 banger can eat it’s lunch.
GM is gone, it was started as a better quality for a better price car maker. I just got my fathers 62 Vette back in the road after sitting since 83. The 327 turned over and runs so quiet and smooth it’s amazing!!! My last “good quality” car from GM is my ‘OO SS Camaro. I got luck with my 2016 2500 6.0 so far, she just broke 200k and I never changed the trans oil. Ever since their “Revolution” branding the cars have been junk. I don’t know where I’ll go next I’ve owned Chevys since 1999. My grandfather was a Chevy loyalist. Unless they get ride of Mary sometime soon, GM is a lost cause
Let’s worry about making them reliable and long lived before we worry about names.
It doesn’t need one. We all know it’s a variation of the GM small block introduced in 1955. They may have to add port injection to the new ones in a year or so. That may cure SOME of it’s ills.
Most of Jonathan’s articles are all about getting his quota filled, not legitimacy of need! That being said it is pretty sad that GM doesn’t have a moniker name that is unique, especially considering they have so many registered trademarks or Super Cruise, Ultra Cruise, Hypercruise, Wimpy Cruise, Mary Cruise, Reuse Wall Cruise, and the 900 different versions of Ulta that they came up with for electric vehicles! EcoTec3 makes me think of the ecotec engines in the Sunfire that were so awful! Then again… Look at the engines now!
Let’s get real. Ford can’t sell one without rough or Shelby or Cosworth attached. Dodge can’t sell anything that isn’t Cummins (not a dodge) or hemi attached. While others have used outside help to be great….. walk around any real cars guys and say small block or ls… and tell me theu don’t drool a bit over it. Count the amount of motors out there and say again that those names ‘aren’t ‘ prominent enough.
They can brand the next line as planned obsolescence!