- General Motors is moving its BrightDrop electric-van brand under the Chevrolet umbrella.
- The two vans will be rebranded as the Chevy BrightDrop 400 and Chevy BrightDrop 600.
- Chevy’s vast dealership network and more recognizable branding could help boost sales of the EV vans.
If “BrightDrop” doesn’t immediately ring a bell in your mind, that’s probably why General Motors’ electric van brand is about to roll up into Chevrolet instead.
GM announced on Thursday that what was once a new, independent brand in the portfolio dedicated to making electric commercial gear- and people-movers will now live within the bowtie brand instead.
While commercial vehicle businesses may sound like a snoozefest to regular consumers—trust me, I’m much more interested in EVs I’d actually buy, too—it’s important to remember that some automakers make a lot of money selling to fleets.
For that reason, this may wind up being a very smart move for the General. And it may help GM replicate the success crosstown rival Ford is seeing in its highly profitable fleet business, Ford Pro.
GM expects that moving BrightDrop under the Chevy umbrella will expand its reach and generate more sales. Access to the vast Chevy dealership network is a big part of that.
“Adding BrightDrop’s electric vans to the expanding Chevrolet EV portfolio will give BrightDrop customers access to one of the industry’s largest and most extensive commercial sales and service networks and enhances brand growth opportunities,” GM said in a press release.
The BrightDrop Zevo 600 (left) and Zevo 400.
All Chevrolet dealers will be able to sell BrightDrop vans once they meet certain requirements for their locations. According to CNBC, that includes investments in vehicle lifts, service bays and training.
There’s also the obvious issue of brand recognition. Ask somebody on the street what “BrightDrop” is, and they’d probably guess it’s a throat lozenge. Ask someone if they know what “Chevy” is, and they’d think the question itself was absurd. Who doesn’t? Commercial customers may be more comfortable making a huge investment in an unfamiliar technology if it comes from a brand they’ve been buying trucks and vans from for years.
The BrightDrop Zevo 400 and Zevo 600 vans will be rebranded as the Chevrolet BrightDrop 400 and 600. That Chevy branding could help boost sales too.
GM established BrightDrop in 2021 with the idea of selling electric vans and software services to fleet customers. It sold roughly 500 BrightDrop vehicles last year and around 750 through the first half of 2024.
Contact the author: Tim.levin@insideevs.com
General Motors (GM) has recently announced that it will be integrating its electric van brand, BrightDrop, into its Chevrolet lineup. This decision comes as part of GM’s strategy to streamline its electric vehicle offerings and make them more accessible to consumers. This move is a smart one for GM, as it will help to strengthen the Chevrolet brand and expand the reach of its electric vehicles.
By folding BrightDrop into Chevrolet, GM will be able to leverage the brand’s existing infrastructure and customer base to promote its electric vans. This will make it easier for consumers to find and purchase GM’s electric vehicles, as they will be able to do so through Chevrolet dealerships and service centers. Additionally, this move will help to increase the visibility of GM’s electric vans, as they will be marketed alongside Chevrolet’s other popular vehicles.
One of the key benefits of integrating BrightDrop into Chevrolet is the potential for cost savings. By consolidating its electric vehicle offerings under one brand, GM can reduce its marketing and distribution expenses. This cost savings can then be passed on to consumers, making GM’s electric vans more competitively priced in the market. This move will also help GM to better compete with other automakers that are expanding their electric vehicle offerings.
Another advantage of folding BrightDrop into Chevrolet is the ability to capitalize on the strong brand recognition and reputation of Chevrolet. Chevrolet has a long history of producing reliable and high-quality vehicles, and consumers trust the brand. By associating its electric vans with the Chevrolet name, GM can build on this trust and attract more customers to its electric vehicles.
Overall, the decision to integrate BrightDrop into Chevrolet is a good move for GM. It will help to strengthen the Chevrolet brand, increase the visibility of GM’s electric vans, and potentially drive down costs. This move will also position GM as a leader in the electric vehicle market and help the company continue to grow its electric vehicle offerings in the future. By capitalizing on the strengths of both brands, GM is well positioned to succeed in the rapidly expanding electric vehicle market.