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What is badge engineering? It’s a misnomer of a term that means rebadging a company or marque’s car with another brand, changing nothing other than the emblem that is slapped on. Technically, there is no engineering in it, and it should be dubbed rebadging. The one company that indulged in badge engineering without much thought given was Chevrolet, and the result was that it was nearly brought to its knees.
And there are loads of people in GM who were culled because their bright ideas of badge engineering failed so badly… But is General Motors the only culprit in a long list of badge-engineered disasters? Hardly. To be honest, every automobile company there in the world has produced badge-engineered wonders and disasters alike.
To take a car, and declare it as your own, without spending anything on research and development sounds like a good deal on paper. Unless, if it doesn’t sell. So here’s all about everything that is wrong with badge engineering…
The earliest example of badge engineering is obscure and began with the use of Texan Automobiles using Elcar bodies and selling them as their models. But the term and its true usage came into the picture with Chevrolet when the 1958 models of all GM brands started to look very similar. Think Cadillac Eldorado Seville, Buick Roadmaster Riviera, Oldsmobile Starfire 98, Pontiac Bonneville Catalina, and the Chevrolet Bel-Air Impala. However, these cars still bore minute differences in styling, interiors, and sometimes even the performance.
Still, since most were successful, the seeds of badge engineering took hold across every automobile manufacturer in the world. However, according to Hagerty, there are some classic cases where it worked perfectly.
RELATED: 10 Rebadged Cars That Flopped (And 5 That Were Successful)
Other than an automobile manufacturer spreading the same car across its marques, another way badge engineering comes to play was when two automobile companies enter into a partnership to develop a new car. Both would then market the same car, with different names and emblems.
Sometimes, this also happened when one automobile manufacturer wanted to expand its business into another niche, like if a sedan maker wanted to become an SUV manufacturer as well. This was how the Ford Ranger became the Mazda B series.
Joint partnerships produced badge-engineered vehicles because two car manufacturers decided to scratch each other’s back since it was cheaper and more profitable for them. Take the example of the ahead-of-its-time
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By: Arun Pundir
Title: Here’s Everything Wrong With Badge Engineering | HotCars
Sourced From: www.hotcars.com/everything-wrong-badge-engineering/
Published Date: Sat, 15 Aug 2020 14:45:09 GMT
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