General Motors (GM) is rebranding its all-electric BrightDrop commercial vans under the Chevrolet name in a strategic move aimed at increasing sales, accessibility, and brand recognition. The decision is expected to significantly expand the availability and service options for these electric vehicles, leveraging Chevrolet’s extensive North American dealer network, which includes over 500 commercial-focused stores in the U.S.
According to Sandor Piszar, vice president of GM Envolve fleet business in North America, the integration of BrightDrop into the Chevrolet brand will capitalize on the strength and familiarity of Chevrolet among customers. “It’s absolutely going to drive volume,” Piszar noted, emphasizing that the change will make it easier for customers to transition to electric vehicles through the trusted Chevrolet dealerships they already rely on for their fleet needs.
The expansion of dealers authorized to sell and service the BrightDrop vans will depend on how many choose to opt into the program. Dealers will need to meet specific requirements, such as having specialized vehicle lifts, service bays, and employee training, to be certified for selling commercial electric vehicles (EVs). While GM did not disclose the exact costs for dealers to become certified, it acknowledged that expenses will vary depending on the dealership’s existing infrastructure.
BrightDrop currently offers two all-electric commercial vans, the Zevo 400 and Zevo 600, primarily used for tasks like package delivery. Starting with the 2025 model year, these vehicles will be rebranded as Chevrolet BrightDrop 400 and 600 vans. Piszar highlighted that Chevrolet is GM’s top-selling fleet brand, making this integration a logical step for the automaker’s EV expansion strategy.
The rebranding is the latest development for BrightDrop, which GM initially launched in 2021 as a standalone subsidiary. However, after folding BrightDrop into its fleet business last year, GM has been working to align it more closely with its core brands. Despite GM’s ambitious goals for BrightDrop, which included a target of generating $1 billion in revenue for 2023, the division’s sales and revenue have not fully met expectations. In 2023, GM sold only about 500 BrightDrop vans, and sales through the first half of 2024 reached 746 units.
These vans are produced at GM’s CAMI Assembly plant in Ingersoll, Ontario, a facility dedicated to manufacturing the company’s electric commercial vehicles. By rebranding under Chevrolet, GM aims to rejuvenate BrightDrop’s sales and tap into the growing demand for electric commercial vehicles through a more established and widely recognized name.
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