Despite the fact it adorns one of the most derided cars on the U.S. market today, the Sebring badge will apparently survive for at least another couple of years. Recent reports had indicated that Chrysler wanted to make a clean break with its refreshed mid-sized sedan later this year by applying the name Nassau, last used on a 2007 concept car.

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]

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