DETROIT - Auto parts maker Delco Remy International Inc.'s license to use the Delco name expires in six months. And that has executives scrambling for a new name.
General Motors gave Delco Remy a 10-year license to use Delco as part of its corporate name when it spun off the supplier in 1994.
While talks to renew the license are continuing, Delco Remy faces the prospect of a costly rebranding effort if GM yanks the Delco name.
"No one wants to change the company's name," says Joe Plomin, a Delco Remy vice president. Should the talks fail, he said, "We still have the Remy name."
A GM spokeswoman says the automaker has yet to make a decision on the matter. But the automaker has been trying to limit the use of the Delco name to reduce brand confusion.