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Aveo's future uncertain. Will GM keep or drop the name for North America?
GM seems to be waffling. Will they or won't they?
I thought the name debate was over after the launch of the next gen production Aveo in Paris, but apparently the speculation is back on again:
This morning the Detroit Free Press says:
Quote:
Two sources say GM executives are talking about changing the Aveo's name before it launches next year.
...
The name of the first car they'll assemble [at Orion Assembly] is now in question, according to two people briefed on the matter.
GM declined to comment Wednesday on the Aveo name change.
GM is seeking to erase consumers' memories of the former Aveo's cheap appearance by making the upcoming Aveo a more attractive vehicle.
The name change could help disassociate the new subcompact from the former Aveo.
source: http://www.freep.com/article/2010100...abor-situation
Name drop looking more likely
Well, after reading the latest GM press release about the Orion production facility (posted a few minutes ago), my money is on GM dropping the name.
They've stopped referring by name to the Chevy that will be built there. They're just calling it "Chevrolet's new small car" - but tellingly, they do name the Buick that will be built alongside it:
Quote:
Orion will be the home to Chevrolet’s new small car and Buick’s future compact sedan – the all-new Verano
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No further details on production or timing for the Verano and Chevrolet’s new small car are available at this time.
source: http://media.chevrolet.com/content/m...007_lake_orion
$50,000,000 to $100,000,000 cost to replace the Aveo name
Here's the most concise coverage of the Aveo naming situation so far:
What’s In A Name – Apparently The Wrong Stuff For Aveo
Quote:
A study group is now looking at alternatives, he tells TheDetroitBureau.com, declining to say when the new name will ready. However, time is running short for the name change. The GM assembly plant in Orion Township, Michigan is getting ready to build pre-production vehicles, starting in March 2011, and the first production vehicles for sale to the public will roll off the line in August.
Meanwhile, advertising campaigns designed to build awareness around a vehicle often need to begin anywhere from six to 12 months before a launch, GM executives note.
Making the switch won’t be cheap. Jim Farley, marketing chief for GM’s rival, Ford Motor Co., recently told TheDetroitBureau.com that a branding campaign to launch an all-new nameplate can cost from $50 million to $100 million more than a marketing effort designed around a brand name that’s already established.
full article: http://www.thedetroitbureau.com/2010...tuff-for-aveo/