What's in a Name? Volvo Reveals 'XC40 Recharge' and 'Volvo Recharge'

Volvo Cars’ new electric crossover has a name, and it just happens to be something people hate doing. The XC40 is the brand’s new EV, crafted out of the compact XC40 crossover and helped in its mission by the model’s versatile modular platform. To make it work, Volvo first carried out some alterations. See details here.

“Recharge” isn’t just the name applied to the brand’s new EV ⁠— it’s a new sub-brand under which all upcoming EVs and plug-in hybrids will reside. An invitation to confusion or buried psychological disdain? Possibly.

Read more
  • Ajla GM didn't do this even when Corvette sales and cocaine use were at their peak.
  • Dwford How many more wealthy performance car buyers does Chevy think they can drag into their showroom full of middle of the road crossovers? I guess they will find out
  • SCE to AUX It's been done before, with varied success:Ford --> LincolnHyundai --> GenesisGM --> XLR (Cadillac), ELR (Cadillac)VW Touareg --> Porsche CayenneI suspect GM is trying to avoid the Mustang fiasco (which is working for Ford, BTW), by not making the Corvette name a sub-brand - only its hardware.(In the Mustang's case, YTD 46% of "Mustang" branded vehicles are the Mach-E, but they share no hardware. GM's plan is much different and less controversial.)Back to the sub-brand: the XLR and ELR experiments were total duds, borrowing hardware from the Corvette and Volt respectively. Both sullied Cadillac's name - not Chevy's.
  • Art Vandelay I don’t care what they do with the brand. But I do want to see how a mid engined platform spawns a 4 door and a crossover
  • Varezhka If they’re going to do this, might as well go all the way and make it a standalone brand instead of a Chevy sub-brand. They already have a unique emblem, after all. Shouldn’t there be enough empty former Hummer, Saab, or Cadillac dealer showrooms to house them?