[Martinjlm]

Originally Posted by lbls1

Impala would be nice for the new performance sedan. However, why not Chevy develop a newer name for this vehicle. We've used the old name plates to death, and in the process the cars became anonymous and tiring (impala). Why doesn't Chevy either develop a new name or recall an old name from the past that hasn't been seen in awhile (Delray or others).

People will call the new car whatever the mfr. names it; I think we can do better than the last sedan's name, "SS". While it was a nice car it certainly wasn't an original creation.

I can give you the “MBA” response to this. The cost to launch a new brand is ridiculously more expensive than increasing awareness of an existing brand, so unless a brand is damaged beyond repair (Aztek), it is typically more cost effective to revive or in some cases reposition an existing and known brand name (Charger) than start all over with a new one. We’re talking magnitudes of ten. This is essential to the Ford strategy behind making Mustang, Bronco, and F150 umbrella brands. It’s easier to get traction with “F150 Lightning” than just “Lightning”. Same with “Mustang Mach E” instead of just “Mach E”. Mustang Mach E communicates that it is supposed to be sporty, not that it will look and feel like a Mustang coupe. They are expanding the use of known and well respected brands. GM overused this in the 80s and 90s when they slapped Cutlass on damn near anything with rubber tires.

There was a lot of lobbying in the Planning community at GM to call the performance sedan “Chevelle”. We lost.