QOTD: Would Spinning Off the Corvette Be the Worst Thing Ever?

Steph Willems
by Steph Willems

Maybe the answer’s a no-brainer, but perhaps it’s more complicated than that. We’re living in an era where traditional norms no longer apply to the auto industry.

Yesterday, we told you how ex-General Motors product man Bob Lutz is totally open to the idea of turning Corvette into its own brand — a progression of an opinion he’s held for years. Corvette needn’t offer just two-seat hardtops and convertibles, at least not in this day and age, he claims. SUVs are simply too big to ignore, and everybody’s doing it, don’t you know?

Maybe Corvette aficionados don’t want to leave those checkered flags in the garage when they pick up the kids at soccer practice. And what about those times when Home Depot is closing in 14 minutes and you really need that slab of particle board?

Besides an SUV, Lutz envisions a performance sedan wearing the Corvette badge. Sacrilege? Good business sense? It depends on who you ask. Iconic models aren’t entirely inflexible — Ford Thunderbird sales took off after Robert McNamara added two rear seats in 1958, though the model’s purpose grew more confused as it aged.

Other classic models have stayed more or less close to the script. Mustang (forget about the Mustang II), Camaro, and — for now — Corvette. Certainly, General Motors hasn’t any plans to actually branch out with the Corvette name (a looming move to a mid-engine layout keeps the two-seat sports car image intact), but it’s worth asking the question.

Would spinning off Corvette into its own brand water down the model’s heritage and allure? Or, if done right, would it simply give die-hard ‘Vette lovers more to lust after?

[Image: General Motors]

Steph Willems
Steph Willems

More by Steph Willems

Comments
Join the conversation
4 of 60 comments
  • George B George B on Mar 28, 2017

    I don't get this. When I hear "Corvette", I think of old guys that didn't age well. Similar social standing to Jimmy Buffet's older fans. The Corvette car is considerably better than its brand image.

  • Hoozyadatty Hoozyadatty on Mar 28, 2017

    I've been saying this for years that Corvette should be its own brand. It's association with Chevy cheapens its image, and if it ever wants to be taken seriously in the world of sports cars it will require it. The Corvette brand is rich and could sustain being on its own with the proper product portfolio. Keep the current model's form factor, add a higher end midengine model, a Cayenne-esque SUV and maybe even a Boxter/Caymen competitor and there you go. These would be very profitable models for GM.

  • Slap Slap on Mar 28, 2017

    Spin off Corvette. Move the next gen ATS/CTS replacement to it. Give Cadillac luxury oriented cars, not BMW beaters, to replace the loss of the next gen ATS/CTS.

  • Kokomokid Kokomokid on Apr 22, 2017

    Corvette is a two seat Chevrolet sports car. It should stay that way. Chevy has trucks, sedans, SUV's, and sporty coupes and convertibles. Corvette is part of the Chevrolet brand, as it has been for 60 some years.

Next