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GM may revive performance brands General Motors Co. is studying whether to revive brands for performance vehicles to improve its image among go-fast car shoppers.
At the Specialty Equipment Market Association trade show in Las Vegas last week, GM unveiled the Z-Spec Chevrolet Cruze, Volt and Spark cars, and two SS-badged Chevrolet Camaros.
The debuts signal that the company's new performance vehicles and motorsports division--launched eight weeks ago--is looking harder at performance brands, said Chris Perry, vice president of Chevrolet marketing.
Last year GM put development of performance-branded vehicles on hold and reassigned about 60 engineers. It's still possible to buy a Camaro SS or Cadillac CTS-V developed by the disbanded group.
“Right now we don't have a performance sub-brand in us,” Perry said in an interview. “For now it might not be a sub-brand. It might be initiatives around parts and accessories.” AutoWeek
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