Converting historical denominations that are widely recognized by the general public into sub-brands is fashionable. More and more manufacturers want to take advantage of the potential of having a sub-brand in their range and Ford’s case with the Mustang Mach-E is a clear example that this strategy works. General Motors does not want to miss the jump, which is why after achieving a triumphant relaunch of Hummer, it is already working on converting the Camaro and Escalade names into independent brands with specific car ranges clearly differentiated from the rest of the group’s models.
Yes ok Ford wasn’t the first to turn a storied name like Mustang into a sub-brand., the truth is that its success story based on the Mach-E is the one that has motivated more manufacturers to follow in its footsteps. This strategy allows car manufacturers to offer models with a different brand identity, which means being able to link these cars to their own designs, specific bodies and new standards in terms of quality, equipment and, of course, price.
At General Motors they took good note of the potential of this strategy and this is how they decided to revive the Hummer brand, now converted into a manufacturer of electric cars, but under the protection of GMC in all that this entails: commercial network, after-sales, etc. And now, In addition to a practically certain independent future for Corvette, a range is also indicated where there is room for Camaro and Escalade to start a path independently.
In the case of Camaro, the mythical name resulting from the Chevrolet Camaro model, everything points to a future that could be quite similar to that of the Ford Mustang Mach-E. The Muscle Car segment is doomed to reinvent itself and that is why General Motors already has several ideas on the table so that the Camaro name can survive electrification. While Ford has opted to keep the conventional Mustang alive through a redesign, but at the same time launch an electric SUV, Dodge has taken the shortest and riskiest path by launching into the creation of a fully electric Dodge Charger Daytona. For Camaro, the future could be in an electric crossover with a very sporty design and four doorscompleting with different variants coupe and cabrio in the long term.
The Camaro and Escalade names will follow in the footsteps of other spin-offs such as Mustang, Hummer, Wagoneer, CUPRA, etc.
In the case of Escalade, General Motors intends to undertake a very ambitious plan that in a way reminds us of the one carried out by Jeep with the new Wagoneer. Reference luxury SUV in the American market, the Cadillac Escalade wants to go solowhich would allow GM to offer a qualitative leap in this model in order to position it in front of cars like the Bentley Bentayga or the Rolls-Royce Cullinan. Cadillac intends to climb a step in positioning as the exclusive Celestiq has shown, and Escalade will follow the same steps but making use of SUV-type bodies.
Fountain: Car & Driver