The 2014 Chevrolet Corvette really grinds Peter De Lorenzo's gears. Or, more accurately, the self-anointed Auto Extremist has an issue with what he sees as mismanagement of the legendary sports car by General Motors executives. In a new editorial on his website, De Lorenzo argues it's time to split Corvette off from Chevrolet to create an all-new brand, complete with a model range with at least three new takes on the sports car. Capable of fully leveraging the successes of the Corvette Racing program and brandishing the full might of GM's technical prowess, the Corvette brand would theoretically give Porsche something to sweat over.

Sure, that sounds like a party, but given GM's troubled track record when it comes to launching (let alone managing) brands, we say that's slippery slope that could just as easily end with the whole Corvette franchise in the scrap bin. Either way, the notion is certainly an interesting one. Head over to Auto Extremist to take in the full editorial, and then let us know what you think in Comments. Should GM split off its most storied nameplate?




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  • 123 Comments
      Jesus!
      • 1 Year Ago
      Corvette being a brand is as dumb as the Ram being a brand now. It will always be a Dodge Ram, and quality, fuel efficiency, nd innovation sells vehicles. Not a stupid name change or rebranding.
      RotaryExperiment
      • 1 Year Ago
      I think they should leave it as the Chevrolet Corvette. The name just has a nice ring to it. Also, It is what its been called since the first one went on sale in 1953. (I also think they should have left the Viper the Dodge Viper). Every branch needs to have its cool cars.
      Anthony
      • 1 Year Ago
      Peter De Lorenzo is a guy I respect when it comes to things automotive. But he totally lost it with wanting Corvette a separate brand from Chevy AND redesigning the absolutely fabulous C7 Corvette Stingray. Dodge is dying now because it only has the Charger and Challenger fighting for it, Viper has gone to SRT and RAM is its own brand. Corvette is locked into Chevrolet DNA and will always be a Chevy.
      tylermars.design
      • 1 Year Ago
      What Peter M. De Lorenzo doesn't get: anything about an automotive brand identity or design for that matter. His article is laughable.
      Nathan Loiselle
      • 1 Year Ago
      Hell no. GM has gone to long with to many brands. Instead of their cars competing with other companies they're competing against themselves. They've finally paired down to something manageable, something they can craft into an image. If you want a halo brand go with Cadillac, don't make a new one.
      Andrew L
      • 1 Year Ago
      I usually agree with Peter De Lorenzo... but in this case I do not.
      A A
      • 1 Year Ago
      its a good IDEA but in practice gm will probably end up with corvette suvs
      Storm
      • 1 Year Ago
      Grand Sport -> Z06 -> ZR1
      americanjunglist
      • 1 Year Ago
      I've not liked Corvette design since the C3 but this is absolutely stunning. Well done.
      TrueDat
      • 1 Year Ago
      Intersting idea; however, you don't need to make the Corvette its own brand. When you think about it, it's kind of already at that point, most people just referring to the car as Corvette, not chevrolet corvette. And when was the last time the Corvette had a bow-tie on? It's already it's own brand in many ways.. expanding to another model of two beyond the Stingray is a cool idea. But it begs the question; how would it impact the Corvette name?
      Eta Carinae
      • 1 Year Ago
      You know what......this guy wants the corvette to do what some auto companies have been doing lately.....(cough BMW, Mercedes)......diluting brand heritage, why would you want to turn one car name into a whole brand....just idiotic.......this why //M doesn't seem so special anymore because nearly every model has one....
      Slobra2k3
      • 1 Year Ago
      What could Corvette brand realistically entail? Performance sedans? They already have the CTS-V. You can't dilute the brand with crappier cars than the Corvette. For more performance they already have the the ZR-1. They won't make a hypercar because no one will pay half a million for a Corvette. So, again, what could they possibly make and what market would they attempt to compete in? It's a dumb idea. They should be happy with their niche market.
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