I would like to believe that sometime in the not too distant future, we'll all look back and shake our heads in disbelief at the current auto babble that is brand management.
So General Motors is worried about bringing out a supercar because of the effect it may have on the Corvette brand (Aug. 27)?
Sheesh! I may not have a marketing degree, but I have been around the automobile business long enough to know that Chevrolet is a brand, and Corvette is a model.
As to the potential for damage to the brand, I don't recall any prospective Corvette buyers wringing their hands and going all atwitter when the high-performance ZR-1 and Z06 models were introduced. It seems to me the effect was just the opposite.
If you want to see real damage, look no farther than the emasculated 1973-82 Corvettes that Chevrolet foisted on the public. I'm still amazed that brand managers don't grasp that in the automotive world - consumers buy the product, not the brand.
Would the Aztek sell any better if it carried the Lexus brand?
If GM really wants to market a supercar, (a concept I heartily support),it rightfully belongs under the auspices of its superbrand, Cadillac. Properly executed, such a vehicle would goa long way toward reasserting Cadillac's once valid claim to being "the standard of the world."
Granted that move would upset the Corvette folk, but maybe they could take solace in the fact that Corvette is already the best performance car for the dollar sold anywhere on the planet by a wide margin.
Finally, if the decision is made tospin off a new supercar from the Corvette, might I suggest a name that has some small model identity at Chevrolet?
Call it the Sting Ray; and make sure Bob Lutz signs off on the final design.