However, the cost of launching an all-new brand, which is estimated at $100 million, convinced the staff in Auburn Hills and Turin that it might be better to hold off until an all-new car was ready to hit the streets. Unfortunately, that's still some time off. This isn't the first time we've heard of an automaker retaining a tainted brand because of the high cost of marketing a new one. General Motors opted to keep the Aveo name for its new B-segment Chevrolet that's arriving next year for that very reason.
Frankly, we'd rather see $100 million spent on creating a better car that can sell itself than on trying to market a new name.
[Source: The Detroit Bureau]