5 Things GM Needs to Get Right if they Make ‘Corvette’ its Own Brand
Expanding the Corvette brand to include SUVs and sedans is risky and GM must get these things right to make it a success.
Well, it has been rumored for a while, and we even joked about it but now it seems to be a reality. GM will spinoff the Corvette brand and expand the offerings to include SUVs and sedans. And they will be EV SUVs and sedans at that. We will give you a minute to catch your breath…Take your time. OK, feeling better? While this may not be the most welcomed news for Corvette fans it could pay big dividends down the line for both GM and Corvette enthusiasts.
When Porsche announced an SUV about 20 years ago many fans were in an uproar. But it was a huge success that made the company flush with cash and allowed them to develop some world-class sports cars. GM can do the same if they get some things right. (Or they might make these 5 mistake and RUIN the whole brand.)
This is a watershed moment for GM and for the Corvette sportscar and Corvette brand. However, GM needs to be careful. Corvette fans are fiercely loyal but if the brand is diluted, they will not want to stick around. We put together a list of things that we feel GM must absolutely get right in order to make this Corvette brand great. Below is what we have come up with.
1. Any Future Corvette Must Compete with (and/or Best) Higher Priced Exotics
A Corvette is a performance car. If the new Corvette brand includes an SUV and sedan, then those vehicles also need to offer outstanding performance. The SUV or sedan doesn’t have to be the most practical or the most efficient offering in the class. But they absolutely must be able to perform. They need to be quick, handle well, and in the case of the SUV, it should be able to tackle some off-road trails.
Anything under the Corvette umbrella needs to be seen as a performance vehicle first and foremost.
As such, GM needs to benchmark the best. Study the Porsche Macan and Cayenne SUVs as well as the Panamera and Taycan sedans. And then make the Corvette versions even better. This is rule number one and GM must nail this one.
2. The Corvette Dealership & Warranty Experience Must Be Premium
A couple months ago I wrote a piece about the Corvette moving upmarket and the need for Chevy dealers to upgrade the experience for these buyers. With a new Corvette brand, this is even more critical. It is likely that all of the vehicles in the Corvette brand will be priced well above the cost of an average new vehicle. With that comes the expectation from buyers that they will be treated accordingly.
In addition, GM should consider offering a longer warranty period for vehicles in the Corvette portfolio (similar to Cadillac). This will give consumers peace of mind but also the impression that they are buying a more premium and higher quality product. Look at Hyundai/Genesis. They were known for making cheap econoboxes for years. But now they make some fantastic luxury cars. A big part of this turnaround can be attributed to the incredible warranty they began to offer on their products.
3. Corvette Pricing Should be (Relatively) Attainable
Yes, C8 Corvette (especially the Z06 model) is getting expensive. However, compared to their respective competition the Stingray and Z06 are absolute bargains. Any Corvette brand SUV or sedan should offer the same value. If GM can offer a sedan that competes with a Porsche Taycan but has a starting MSRP about 25 percent less than the Porsche that would be a huge win.
4. Created in America, Made in America
The Corvette is the American sportscar. It is built right here in Kentucky. The Corvette represents the USA, and it has for 70 years. GM needs to stick to this with anything under the Corvette brand. If the electric SUV or sedan is made in Mexico or another foreign land that is not going to sit well with many people. Keep the Corvette brand an American brand GM!
5. All Corvettes Must Be Beautiful
Let’s be honest here a Corvette needs to look good. It needs to look aggressive and fast just sitting still. An SUV or sedan might not be able to have the same lines as a two-door sportscar. But they need to have some of those same elements. And, while wind resistance is critical for EV engineering, Corvette designers need to avoid the mistakes of the Audi Q4 e-tron or the Ford Mustang Mach-Es. Both are fine crossovers, of course. But bland jellybean/bar of soap styling makes them more generic than their ICE siblings.
A Corvette needs to stand out in a crowded parking lot. Owners need to stare back at it every time they park it. GM needs to make everything they make for the Corvette brand look like it belongs there.
Conclusion
There are a lot more things that will go into making the Corvette brand a success for GM. But these top five items are MUSTS for the brand to even have a shot. Are there other aspects that you would add to the list? Let us know your thoughts by heading over to the Corvette Forum forums and sharing what you think.
Images: Chevrolet; Joe Kucinski
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