Rebranding (automobile)
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wiki page revision ID: 993695708
abstract: Rebranding in the automotive industry is a form of market segmentation used by automobile manufacturers around the world. To allow for product differentiation without designing or engineering a new model or brand (at high cost or risk), a manufacturer creates a distinct automobile by applying a new badge or trademark (brand, logo, or manufacturer's name/make/marque) to an existing product line. Rebranding is also known as rebadging and badge engineering; the latter is an intentionally ironic misnomer, in that little or no actual engineering takes place. The term originated with the practice of replacing an automobile's emblems to create an ostensibly new model sold by a different maker. Changes may be confined to swapping badges and emblems, or may encompass minor styling differences, as with cosmetic changes to headlights, taillights, front and rear fascias and outer body skins. More extreme examples involve differing engines and drivetrains. The objective is "to spread the huge development costs of a new vehicle over as many cars as possible." An example is General Motors' rebadging of the Camaro as the Firebird, a successful model from the 1970s through to the 2000s. In most cases, consumers are interested on each brand's focus "on the unique elements of styling and driving characteristics." Some cars would not be marketed without the cost savings that are obtained from this practice and carmakers can develop many "different models — all wearing different badges — off the one platform." In several countries including Japan, manufacturers often use the phrase "OEM supply" or "OEM-supplied" to denote vehicles that is a rebadged model from or for other manufacturer. Although platform sharing can often involves rebranding and rebadging, it can also extend further, as the design may be used across multiple configurations. For example, a single platform may underpin a sedan, hatchback, and SUV/CUV body designs. Automotive industry rebranding can be compared with white-[cell cut: 2096 characters, first 2000 kept]

Mike Mounier
contributor ID: 18010125