Editing Rebadging (section)

==Problems and controversy==
Although intended to save development costs by spreading design and research costs over several vehicles, rebadging can also become problematic if not implemented properly. Using multiple car brands under a single-parent manufacturer can significantly increase selling costs, as each model line must be marketed separately, requiring a distinct dealership network. Inappropriate use of rebadging can also hurt overall sales by resulting in "cannibalism" between two or more brands owned by the same company by failing to develop a distinct image for each brand or by allowing the failure of one version of a model to carry over to its rebadged model counterparts.

Through the 2000s, the [[Big Three (automobile manufacturers)#United States|American Big Three]] automakers reduced their brand footprint by closing or selling underperforming brands. After 2001, Chrysler discontinued its [[Plymouth (automobile)|Plymouth]] brand (following the closure of [[Eagle (automobile)|Eagle]] in 1998). In response to the late 2000s recession, Ford ended its ownership of [[Jaguar Cars|Jaguar]], [[Land Rover]], [[Aston Martin]], and [[Volvo Cars]]; in 2010, Mercury was closed by Ford. General Motors underwent several brand revisions; following the discontinuation of the [[Geo (automobile)|Geo]] sub-brand of Chevrolet in 1997, [[Oldsmobile]] was closed after 2004 (the oldest American nameplate at the time). Following its 2009 bankruptcy, GM closed Pontiac, Saturn, and Hummer in 2010; Saab was sold (eventually leading to its demise). GM sold its European Opel and Vauxhall brands in 2017 to PSA (now Stellantis).

=== GM X/H platform compacts ===
In response to the [[1973 oil crisis]], General Motors expanded fuel-efficient offerings beyond its Chevrolet division, reintroducing compact cars to its Buick, Oldsmobile, and Pontiac brands. Derived from the X-platform [[Chevrolet Chevy II / Nova|Chevrolet Nova]], the [[Pontiac Ventura]] was introduced for the 1971 model year, with the [[Buick Apollo]] and [[Oldsmobile Omega]] introduced for 1973. These four X-platform vehicles (also known as N-O-V-A from the first letters of their model names) were produced with identical bodies with divisional differences marked only with specific grille, lamp, and body trim variations.

To expand its footprint in the subcompact segment, the H-body Chevrolet Vega platform was used for the 1975 model year for newly styled variants sold as the [[Chevrolet Monza]], [[Buick Skyhawk]], and [[Oldsmobile Starfire]] followed by the 1976 [[Pontiac Sunbird]]. Similarly, to the X-body vehicles, the H-body subcompacts shared common bodies across all four divisions with differing grille, lamp, and body trim variations.

<gallery mode="packed" caption="1971–1979 GM X-body (compact)">
File:1978 Chevy Nova Custom 4-Door Sedan.jpg|1978 Chevrolet Nova
File:1973 Buick Apollo.jpg|1973 Buick Apollo
File:1979 Buick Skylark 07-27-2019.jpg|1979 Buick Skylark
File:1977 Oldsmobile Omega.jpg|1978 Oldsmobile Omega
File:1973 Pontiac Ventura (29964693242).jpg|1973 Pontiac Ventura
File:77 Pontiac Phoenix (7687875698).jpg|1977 Pontiac Phoenix
</gallery><gallery mode="packed" caption="1975–1980 GM H-body (subcompact)">
File:1978 Chevrolet Monza hatchback.jpg|1978 Chevrolet Monza (hatchback)
File:1977 Chevrolet Monza Towne Coupe.jpg|1977 Chevrolet Monza (coupe)
File:1975 Buick Skyhawk.jpg|1975 Buick Skyhawk
File:1977 Olds Starfire SX.jpg|1977 Oldsmobile Starfire
File:1978 Pontiac Sunbird Sport Coupe.jpg|1978 Pontiac Sunbird (coupe)
</gallery>

=== GM divisional engines ===
Prior to 1981, the majority of General Motors vehicles were produced with engines designed by their respective divisions. From 1981 onward, GM ended its policy of divisionally-developed engines, instead offering engines under a singular GM brand. As an exception, Cadillac offers division-exclusive engines (the [[Northstar engine series|Northstar]] and [[Cadillac twin-turbo V8|Blackwing]] V8 engine families).

In 1981, GM lost a 1977 lawsuit related to consumers (who purchased 1977 [[Oldsmobile 88#Eighth generation (1977–1985)|Oldsmobile Delta 88s]] equipped with a {{convert|350|CID|L|1|abbr=on}} [[Chevrolet small-block engine (first- and second-generation)#LM1|Chevrolet small-block engine]] instead of the {{convert|350|CID|L|1|abbr=on}} [[Oldsmobile V8 engine#L34|Oldsmobile V8 engine]]).<ref name="Stuart">{{cite news |last=Stuart |first=Reginald |title=G.M. Calls Its Engine Swapping Innocent, But to the Brand‐Faithful Buyer It's a Sin |url= https://www.nytimes.com/1977/03/15/archives/article-4-no-title-engine-swaps-innocent-to-gm-but-sinful-to.html |access-date=28 May 2019 |newspaper=The New York Times|date=15 March 1977 }}</ref> At the time of production, GM had downsized its full-size model lines in preparation for another oil crisis and had increased production of V6 engines as the intended standard engine, underestimating consumer demand for Oldsmobile V8 engines. To accommodate the increased market demand, nearly 60% of Delta 88s were equipped with a Chevrolet 5.7 L V8 for 1977.<ref name="Stuart" /> The lawsuit was filed by the state of Illinois, claiming GM falsely advertised the vehicles.<ref name="Stuart" /> In 1981, GM settled the lawsuit with the vehicle buyers and discontinued their company-unique policy of division-specific engines.<ref name="orders2">{{cite news|title=Jury Orders G.M. to Pay 10,000 in Switch of Engines |url= https://www.nytimes.com/1981/06/28/us/jury-orders-g-to-pay-10000-in-switch-of-engines.html |access-date=28 May 2019 |newspaper=The New York Times}}</ref> Into the 1990s, GM advertising featured a disclaimer stating '"Oldsmobiles (or any other GM division) are equipped with engines manufactured by various GM divisions, subsidiaries and affiliates worldwide."'

=== Lincoln Versailles and Cadillac Cimarron ===
[[File:1979 Lincoln Versailles.jpg|thumb|1979 Lincoln Versailles]]
[[File:1986 Cadillac Cimarron in brown and silver, front left.jpg|thumb|1987–1988 Cadillac Cimarron]]

Prior to the mid-1970s, the American luxury brands Lincoln and Cadillac offered model lines consisting entirely of full-size two-door and four-door sedans and full-size personal luxury cars.  At the beginning of the decade, European automakers began to market their largest sedans as luxury vehicles in North America.  Though the [[BMW New Six#North America|BMW Bavaria/3.0Si]], [[Jaguar XJ#Series 1, 2, and 3 (1968–1992)|Jaguar XJ6/XJ12]], and [[Mercedes-Benz W116|Mercedes-Benz S-Class (W116)]] were priced similar to the Cadillac Sedan de Ville and Lincoln Continental, the model lines were thousands of pounds lighter and multiple feet shorter in length (with only the hand-built [[Rolls-Royce Phantom V]] rivaling Lincoln and Cadillac in size).  In response to both the 1973 oil crisis and to regain lost market share, both Cadillac and Lincoln introduced smaller vehicles for their brand.  In one of the most controversial uses of rebranding in automotive history, both vehicles were derived from smaller GM and Ford divisional model ranges.    

For the 1977 model year, Lincoln released the [[Lincoln Versailles]] to match the debut of the [[Cadillac Seville]].  In contrast with the Seville (sharing its chassis underpinnings both the Chevrolet Nova and the Chevrolet Camaro), the Versailles shared nearly its entire body with the [[Mercury Monarch]] (itself a counterpart of the [[Ford Granada (North America)|Ford Granada]]); the model line also replaced the previous [[Mercury Monarch#Grand Monarch Ghia|Mercury Grand Monarch Ghia]].  Outsold by the Seville nearly three-to-one, the Versailles sold far under sales predictions and was discontinued early in the 1980 model year. 

For 1982, Cadillac released the [[Cadillac Cimarron]] to compete against compact European-brand [[Executive car|executive sedans]].  The smallest Cadillac produced since the 1900s, the Cimarron used the chassis of the [[General Motors J platform|GM J-body]] four-door sedan.  Developed and brought to market less than a year before the J-body was released, Cadillac was left with almost no time to distinguish the Cimarron from its divisional counterparts from Chevrolet, Buick, Oldsmobile, and Pontiac.  Though sharing nearly its entire exterior with the four-door Chevrolet Cavalier, the Cimarron was priced nearly twice as high as its counterpart.  Additionally, J-body vehicles from other divisions could be equipped nearly identically to the Cimarron for a lower cost.  Though the model line closely matched its Buick Skyhawk and Oldsmobile Firenza counterparts in sales, the Cimarron was discontinued following the 1988 model year.

Though the Lincoln Versailles was largely forgotten after its 1980 discontinuation (its role superseded by the downsizing of the Lincoln Continental for 1982), the Cimarron would cause extensive damage to the Cadillac brand, as its market share declined by almost 50% from 1980 to 1998.  As of current production, neither Lincoln nor Cadillac has marketed a compact-segment car.  Through the use of rebranding, Lincoln produced the mid-size [[Lincoln MKZ]] (sharing its doors with the [[Ford Fusion (Americas)|Ford Fusion]]; as part of its 2013 redesign, no other exterior panels); Cadillac rebranded the [[Opel Omega#Omega B (1994–2004)|Opel Omega B]] as the [[Cadillac Catera]] as its first mid-size car, but replaced it, eventually moving towards platform sharing with other divisions.     

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===GM A-platform ===
From 1982 until 1986, the [[front-wheel drive]] [[GM A platform (FWD)|A platform]] underpinned the [[Chevrolet Celebrity]], [[Cutlass Ciera]], [[Pontiac 6000]], and [[Buick Century]]. As part of their legacy, the A-bodies became enormously popular – as well as synonymous with one of GM's most transparent examples of [[badge engineering]]: they were simultaneously presented, almost indistinguishably, on the 22 August 1983 cover of [[Forbes (magazine)|Forbes magazine]] as examples of genericized uniformity, embarrassing the company and ultimately prompting GM to recommit to design leadership.<ref name="ref5">{{cite web |title=How a single magazine cover photo changed the course of auto design at GM in the Eighties |work=Hemmings |first=Daniel |last=Strohl |date=3 February 2021 |url= https://www.hemmings.com/stories/2021/02/03/how-a-single-magazine-cover-photo-changed-the-course-of-auto-design-at-gm-in-the-eighties}}</ref><ref name="forbes">{{cite web |title=Can't tell the Pontiacs from the Buicks? That's the problem |work=Automotive News |first=Amy |last=Wilson |date=14 September 2008 |url= https://www.autonews.com/article/20080914/OEM02/309149940/can-t-tell-the-pontiacs-from-the-buicks-that-s-a-problem}}</ref><ref name="curbside">{{cite web |title=1983 Fortune: Will Success Spoil General Motors |work=Curbside Classics |first=Paul |last=Niedermeyer |date=17 November 2012 |url= https://www.curbsideclassic.com/blog/1983-fortune-will-success-spoil-general-motors/}}</ref>

=== Eagle (Chrysler) ===
[[File:1992 Eagle Premier ES Limited.jpg|thumb|1992 Eagle Premier (Renault 25/Dodge Monaco)]]

[[File:1995_Eagle_Vision_ESi_Sedan_3.5L_-_cropped.jpg|thumb|1995 Eagle Vision (Chrysler Concorde/Dodge Intrepid)]]

In 1987, Chrysler Corporation acquired [[American Motors Corporation]] (AMC) from [[Renault]], leading to the exit of the latter company from the North American market. As part of the sale, Chrysler obtained the AMC dealership network, the [[AMC Eagle]] line of all-wheel drive cars, and the Jeep line of sport-utility vehicles and pickup trucks. For 1989, Chrysler established the [[Jeep-Eagle|Jeep-Eagle Division]] in a strategy to both focus on Jeep and offer specialty cars differentiated from the established Chrysler lines.<ref>{{cite journal |date=October 1999 |title=Commercial Milestone – Jeep |journal=Automobile Quarterly |volume=39 |issue=3 |page=66}}</ref> 

Following the retirement of the [[AMC Eagle|AMC Eagle Wagon]] in early 1988 (derived from the 1971 AMC Hornet), Eagle established its product line with the introduction of the 1988 [[Eagle Premier|Premier]] and [[Renault Medallion|Medallion]] (developed by Renault prior to the sale of AMC). To expand the product range beyond the two sedans, Chrysler sourced vehicles from Mitsubishi, introducing the 1989 [[Eagle Summit|Summit]] (Dodge/Plymouth Colt) and 1990 [[Eagle Talon|Talon]] (Mitsubishi Eclipse). In contrast to the Jeep range, Eagle was marketed towards consumers interested in imported vehicles.<ref>{{cite web |last=Minick |first=Dan |date=16 November 2020 |title=A Brief History of Eagle |url= https://www.allpar.com/threads/eagle-the-brand-the-cars.227755/#post-1085221853 |access-date=2 August 2023 |work=Allpar}}</ref>

For 1992, the [[Eagle Vision]] full-size sedan replaced the Premier, becoming the first Eagle-brand vehicle developed by Chrysler. Positioned between the Dodge Intrepid and Chrysler Concorde, the Eagle Vision shared most exterior trim with the Concorde. It was the only [[Chrysler LH platform|Chrysler LH car]] offered exclusively with a five-passenger interior.

Coinciding with the 1998 Daimler-Chrysler merger, the Eagle brand was discontinued; the singular Jeep brand was integrated as part of Chrysler or Dodge dealership networks. The [[Chrysler 300M]] was originally developed as a second generation of the Eagle Vision; following the discontinuation of Eagle, the vehicle continued into production as a Chrysler model, adopting a slightly restyled grille, Chrysler badging, and a Chrysler interior.

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=== Lexus ES250 and Infiniti M30 ===
[[File:Lexus-ES250-1.jpg|thumb|Lexus ES250 (Toyota Camry Prominent/Toyota Vista)]]
[[File:Infiniti-M30-Coupe.jpg|thumb|Infiniti M30 (Nissan Leopard)]]

For the 1989 model year, Toyota and Nissan introduced the Lexus and Infiniti luxury brands in the United States (following the Acura luxury brand of Honda) with the all-new Lexus LS400 and Infiniti Q45 full-size sedans.  Both brands expanded their model line for 1990, sourcing an existing model line from the Japanese market to rebrand as an entry-level offering.   

The [[Lexus ES#First generation (V20; 1989)|Lexus ES250]] is a four-door sedan derived from the V20 Toyota Camry.  Though visibly similar to the Camry introduced for 1987, the ES250 was a rebranded [[Toyota Camry#V20 (1986–1992)|Toyota Camry Prominent/Vista]]; a model developed for Japan, the Prominent/Vista (dependent on sales network) is a four-door pillared hardtop sedan with a slightly lower roofline and restyled body panels.  Along with the change to left-hand drive, the ES250 adopted an interior similar to the larger LS (along with similarly styled wheels and taillamps).  

The [[Infiniti M#First generation (1989–1992)|Infiniti M30]] is a two-door notchback coupe derived from the [[Nissan Leopard#Second generation (F31; 1986–1992)|Nissan Leopard]] (a model never sold in North America).  Along with the coupe, Infiniti sold the M30 as a two-door convertible (converted in the United States).  With the exception of its badging and its dashboard (sourced from the left-hand drive [[Nissan Skyline]]), the M30 differed from the Leopard primarily in its steering wheel location.     

Intended largely as placeholder models, the ES250 and M30 were largely overshadowed by their companion flagship sedans.  Following the end of the 1992 model year, both models were withdrawn (as their Japanese counterparts had ended their model cycles).  For 1993, the ES250 was replaced by the ES300; while again sharing its body with a Japanese-market Toyota (Toyota Vista/Windom) and its chassis and engine with the Camry, the ES300 shared no resemblance to the American-market Camry.  Infiniti moved away from a two-door coupe entirely, replacing the M30 with the four-door [[Infiniti J30|J30]] ([[Infiniti J30|Nissan Leopard J Ferie]] in Japan).

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=== Rover CityRover ===
[[File:2004 Rover CityRover.jpg|thumb|2004 Rover CityRover (Tata Indica)]]

The [[Rover CityRover]], launched in 2003 as the last vehicle from the [[MG Rover Group]], was a rebadged [[Tata Indica]] made in India. English motoring journalist George Fowler criticized the MG Rover Group, which was enjoying national sympathy from the British public as the last domestically owned automobile manufacturer, stating the CityRover was "a duplicitous attempt to 'save Rover' by flogging an Indian car on which the only Rover bits were the badges".<ref>{{cite book|last1=Fowler |first1=George |title=Car-tastrophes: 80 Automotive Atrocities from the past 20 years |date=2016 |publisher=Veloce |isbn=9781845849337 |page=93}}</ref>

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