Cadillac Escalade and Chevy Camaro Are the Next GM 'Brand Umbrellas'
GM plans to expand the Escalade and Camaro names into subbrands, like the planned Corvette range of EV models.The other Escalade models could include a smaller three-row crossover and a more carlike crossover.Further Camaros could comprise a crossover, additional coupe and convertible models, and a sports car related to the Corvette.
Now that we know more about Chevrolet’s plans to turn Corvette into a whole range of models, the focus turns to other high-value nameplates within the GM portfolio. The next two subbrands appear to center around the Cadillac Escalade and the Chevrolet Camaro.
Escalade Expansion
According to our source inside GM, the automaker has looked long and hard at reinventing the Cadillac brand one more time, but management apparently came to the conclusion that it makes more sense to use the Escalade—the quintessential Cadillac—as a peg for the second Corvette-style subbrand, which stands proud in the cycle plan.
A smaller version of the Escalade is a no-brainer and could take shape as a seven-seat crossover along the lines of the upcoming Porsche three-row SUV, codenamed K1. This would presumably sell well in key markets such as the U.S. and China. There is also talk of a more carlike modern-luxury segment-fusing all-terrain Escalade. Option number four is a high-end MPV that may initially only be sold in China, where the Toyota Alphard and other luxury minivans are a runaway success.
Camaro SUV Possible
The third potential GM subbrand under evaluation is Camaro. “We did look at other successful standalone products like Silverado and Suburban but found them unsuitable for various different reasons. In our view, an additional independent lineup must be compiled from three or more distinctly different offerings under the same brand umbrella.”
In the case of the Camaro, these models have been provisionally defined as a fully electric 2+2-seater coupe and convertible, a decidedly sporty crossover offered in two-door and four-door body styles, and a mid-price flagship sports car loosely linked to the C9 Corvette in content but not in appearance. Substantial in-house synergies should make the all-electric Camaros a solid business case with global appeal.
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