Volt Not To Be a Sub-Brand Of GM

The Chevrolet Volt is probably one of the most anticipated cars to be coming out of GM’s product development group since the announcement of the intended redesign of the Camaro. We now know that the Camaro is a blockbuster in sales (maybe not initial quality, but it is a step forward for GM) and a formidable opponent in the sport/muscle car segment. Will the Chevrolet Volt climb to the same level of sales, press and performance and will this become a sub-brand of GM that will allow them to capitalize off their electric car success with more products under the same name?

According to a report from Reuters, the answer to the brand question is no. GM, even if the Volt is as or more successful as the Camaro, will not be creating a group of vehicles that will fall under the Volt name. Brent Dewar, chief of global operations for Chevrolet, gave some insight on the matter at the Reuters Auto Summit in Detroit. He said, “The Volt was the original vehicle that we started, but I wouldn't see that as a brand marketing direction for us." He went on to say, “Our thought is to take the Volt technology to other products."

Basically, this means no Saturn or Scion like spin-off for GM, but the question was logical. Toyota has been said to be developing a line of vehicles that would capitalize on the Prius brand awareness and popularity. However, at this point for GM, this doesn’t make sense. Let them get some success with the Volt product under their belt and then they can see where the marketing road leads them. Maybe instead they come up with more product names like the Volt, for example, Surge or Protector. Levity aside, the Volt is set to go one sale in 2010 for North America and then rollout to Europe in 2011. Now we just have sit back and plug-in for the results.