Over at Jalopnik, Patrick George discusses the recent trademark filing by General Motors for the Chevelle name. After a brief discussion regarding trademark procedure, George makes a logical conclusion; the Chevelle name may end up attached to something less than worthy, similar to how Dodge’s C-segment car ended up with the Dart moniker. But there is a potential ray of sunshine here for enthusiasts.
The multi-billion dollar endeavor of developing a new car has effectively ended the one-off specialty car that many enthusiasts still clamor for and wronglyassert is feasible in this era. Supermodel-thin margins, a saturation of brands and vehicles and an ultra-competitive global marketplace have killed the previous formula for developing a production car, which was mostly a one-off solution to local road conditions and buyer tastes
The necessity of scale is a double-edged sword; if the bean counters deem a product too costly and it may proceed as a watered down version of the original concept. If a new architecture or platform is approved, then we are practically assured multiple variants spun off that platform.
As it turns out, GM nearly took the cheapskate approach to developing the Cadillac ATS. But at the 11th hour, the General decided to change course, and enthusiasts will be all the better for it.
Yesterday we gave GM kudos for addressing its lingering vehicle weight issues by redesigning the head of its popular 3.6 liter V6, and shedding 13 lbs in the process. It was, we noted, the kind of news that showed GM is staying focused on the nitty-gritty of product development, sweating the details. But, according to a fascinating piece by GMInsideNews, new-product development at GM still has its issues. Specifically, Cadillac’s development of a new BMW 3-Series fighter, known as ATS after its “Alpha” Platform, has faced more than its fair share of what GMI calls “drama.”
Turf battles, unnecessary “wants” on checklists and ultimately a severe case of “Mission Creep” have created a vehicle that now needs a crash diet, according to GMI’s sources both within GM and at suppliers working on the Alpha/ATS program. For a vehicle that’s taking on an institution like the BMW Dreier (not to mention costing a billion dollars to develop), these are troubling signs indeed.
First developed by Holden in 2004, GM’s Zeta platform now underpins vehicles as diverse as the Statesman/Lumina/G8/Caprice sedans, and the Chevy Camaro. Originally designed for full-sized , rear-drive Australian sedans, Zeta was downsized as far as it could be for the Camaro, which reviewers largely view as overweight and rather too ungainly for true sportscar status. Accordingly, GM has been developing a new rear-drive platform known as “Alpha,” which will form the basis of GM’s performance and luxury RWD models for the considerable future. Last we heard about Alpha was last August, when Bob Lutz swore there was no development underway of the platform he compared to BMW’s 1-/3-series. According to Motor Trend, work on the Alpha platform has begun… but there are already signs of trouble.