GM Transitions BrightDrop Vans Under Chevrolet Brand

(Reuters) – General Motors (NYSE:GM) announced on Thursday that it will transition its BrightDrop commercial vans under the Chevrolet brand. This change will allow the all-electric vehicles to leverage Chevrolet’s extensive dealership and service network across North America.

Purpose of the Move

The primary goals of this transition are to:
– Expand BrightDrop’s accessibility
– Enhance its service network
– Boost sales

Launched in 2021, GM reorganized BrightDrop last year, bringing it completely under its umbrella to reduce costs and lessen its independence. Originally, BrightDrop was established as a fully-owned subsidiary to create a profitable venture and compete with Ford Motor (NYSE:F)’s successful Pro commercial vehicle business.

Ford’s Competitive Edge

Ford has successfully turned its Pro division into a profitable business, investing heavily in software-related services. In contrast, BrightDrop reported only 746 vehicle deliveries in the U.S. during the first half of 2024.

Product Offerings

BrightDrop currently provides two all-electric commercial vans, the Zevo 400 and 600, which will be rebadged as the Chevrolet BrightDrop 400 and 600. Sandor Piszar, VP of GM Envolve fleet business, mentioned that “Integration into the Chevrolet portfolio will expand its reach and accessibility and offer more customers additional tools to help achieve their productivity and carbon-neutral goals.”

Manufacturing Location

The vehicles will still be manufactured at GM’s CAMI assembly plant located in Ingersoll, Ontario.