In the same Automotive News article, Clarke says while the Grand Prix name is no more, Chevrolet, after much discussion, will keep Malibu on its roster. "It has tremendous equity," Clarke told Automotive News. "and it is not easy to turn away from the equity that it represents."
So the Grand Prix name, which is 45 years old, is worth less than the Malibu name which was first used two years after the birth of the GP? Not only does the GP have a few years on the 'Bu, it was Pontiac's best-selling car last year. How's that for name recognition? It's difficult to see the wisdom of spending millions of dollars to introduce a new nameplate when the old one seemed to be in pretty good shape, but, hey, maybe that's why we aren't GM executives. Perhaps there were other reasons to get a name change. Perhaps the naming fashions will change again, and like rear wheel drive, Grand Prix will be cool again.
[Source: Automotive News - sub. req'd]