This is a weird time in the automotive world, in many ways. The type of car one chooses has always telegraphed a lot about the person who buy it. But I think the implications and intensity of this concept are more intense now than ever, and an awful lot of that is thanks to Tesla. Over the past couple years or so, Tesla’s identity has transformed from the car of choice for eco-minded futurist-types to…something else. We all probably know the reasons why this is happening, but it’s actually now having some real effect on Tesla’s sales, which have been plummeting in markets all over the world.
So what is Tesla to do here? Should they just accept the alienation of what was once a core part of their market? And what about consumers who may actually want the sorts of cars Tesla offers, but just doesn’t want to deal with all of the considerable baggage that comes with them, either because those beliefs differ to drastically from their own, or even just that lots of people just have no interest in a car that makes any sort of political statement. They just want a car.
So, what’s to be done here? Well, all of you are in luck, because I’m in the business of turning on your headlights instead of cursing the darkness. There is a solution here – one that automakers have known about for the better part of a century! A little bit of carmaker magic usually called badge engineering.
(Image: Jason Torchinsky)
Badge engineering is process where one car gets re-badged and sold as another car. It’s the same car, but it wears the make and model name of something else, something new. Sometimes this process can get wildly involved – for example, the Hillman Avenger was sold under 13 different names, including models from Plymouth and Volkswagen and Sunbeam, for example. The Suzuki Swift had at least 15 different names!
(Image: Jason Torchinsky)
Sometimes the cars are just different brands under the same corporate umbrella, like Toyotas and Lexuses or any of the GM family (Chevy, Oldsmobile, Pontiac, Cadillac, etc) but sometimes they can be re-badged under company names that are not affiliated in any other way, like how Mercedes-Benzes became Peugeots or Land Rovers became Hondas:
(Image: Jason Torchinsky)
And, somehow, all of this re-badging seemed to make money, at least to some degree, for both companies involved. That part I’m a lot more fuzzy on, but they wouldn’t keep doing it if it didn’t make some money, right?
I tell you all this just in case you’re, improbably, unaware of the power of badge engineering. And I think at this moment, badge engineering has the potential to save two companies: Tesla and Stellantis.
Yes, Stellantis! So far, Stellantis really doesn’t have much of a mainstream electric car lineup at all; they’re working on things, and they have some, like the Dodge Charger Daytona and the Fiat 500e and Jeep Wagoneer S, and some more on the way, like the Jeep Recon, but there’s nothing really established and mass-market just yet.
Tesla, though, has some of the best-selling mainstream EVs, like the Models 3 and Y. Those are perfectly fine EVs, with good range, acceleration, and features, but their name has become a liability. So what if those cars became Stellantis brands!
(Image: Dodge)
Consider this: What if the Model Y were re-badged as a re-born Dodge Neon? The Neon had personality and a distinctive, lovable look and appeal. Sure, it got diluted over the years and hasn’t been around for a while, but the friendly, plucky Neon brand identity could be just what a re-badged Model Y needs!
(Image: Jason Torchinsky)
I think this could work! The re-badging could be as basic as a new front fascia, maybe new taillights, and on-screen UX for the infotainment/instrument cluster display. There could be some de-contenting, like going to basic mechanical door handles instead of those complicated electric ones, and maybe options like Tesla’s Full-Self Driving (FSD) wouldn’t be offered.
The distinctive face is key here, really broadcasting the Neon identity, blinding people with the glow so they don’t see the Tesla lurking beneath. Sure, car geeks like us will know, but mainstream car buyers – they don’t care about this stuff. If it says Neon and has a big friendly face, it’s a Neon.
That’s my sorta-serious suggestion; there’s more possibilities here, too, if we can get a hair more bonkers:
(Image: Jason Torchinsky)
What about a new Plymouth Superbird? Bring back the old Plymouth name just for this car, give it the massive wing, and you’re in business. With a Tesla Model S Plaid as the basis, this thing would haul plenty of ass to justify the name.
Or, what about a luxury edition? Think Chrysler New Yorker!
(Image: the Bishop)
I have to thank The Bishop for this quick mockup, which would get the distinctive squared-off roofline of New Yorkers past via the same half-ass methods used before, sort of like how the 1980s New Yorkers used a boxy fiberglass cap inset into the rear window and covered the whole mess with a vinyl top:
Oy, look at that mess! Picture something like that under the vinyl top of that former Model 3, only maybe a little better, if you’re feeling generous. Tack on a chrome grille and opera lights and some opulent interior materials and boom, you have a terrific traditional-inspired compact premium EV sedan.
I get these last two are a bit silly, and these are, of course, just quick, thrown-together Photoshops. But I think the basic idea has some merit; Tesla needs to sell cars, and so does Stellantis. Tesla has a tainted name right now to some who don’t agree with his politics, and Stellantis just doesn’t have the cars. Together, they could solve one another’s seemingly intractable problems, and maybe everyone can win.
Or at least not lose quite so hard. Isn’t that what badge engineering is all about?
Excellent article/idea! How many of us have owned a badge engineered car? I’ll start: a 1984 Plymouth Champ I briefly owned before I rolled it and wrecked it. It held up remarkably well, tho, no injuries!
Because of that nazi bastard I wish all Model Ys here exported to Russia or some other shit place, where nobody gives a fuck about anything.
Second best would be the cars renamed to something else. How about Alfa Romeo or Lancia? They haven’t made any cars worth noticing for a long time. Also they have cool logos.
–AND it could piss off a lot of old guys, like when MG sold out a few years ago
Ok, perversely, I rather like the look of the New New Yorker
This sounds like a gas.
A noble gas.
This could only work if Musk was entirely divested of Tesla and his name was never uttered again. Otherwise, you’re drilling holes into a sinking ship to let the water out.
Expanding on this.. what would make even more sense is using Tesla platform to save another Stellantis brand in a sad state of mind .. Citroën. How about a modern CX/XM/C6 replacement based on the Model S platform?
Question for Jason i have been pondering. How different does a car need to be to not be badge engineering anymore? The Swift is 100% badge engineering but what about the Fiat Chroma / Lancia Thema? Same doors but otherwise different but not different enough to be 100% their own thing.
Instead of just a simple badge engineering why not have Dodge and Tesla fully merge, you can call the new company Doge.
Neon + Elon = Nelon?
This kind of makes sense. I mean, Stellantis and Tesla already share the same “legendary” level of “quality” control. Both appeal to people who want maximum overcompensation, and both have a history of scamming regulators. Both used to make attractive cars but have devolved to selling mostly “man extenders.” It’s a match made in Purgatory…
This is what Stellantis should’ve done to revive Chrysler, but not with Tesla. But with Karma and Canoo.
Imagine if Stellantis decided to revive the brands in the short run by releasing the Karma Revero and Amaris as Chrysler Sebring Sedan and Coupe. Even throw in a 4cyl Chrysler engine, and perhaps even use the same cells as Chrysler does. Karma is a small shop that hand assembles all these, so these could be a halo car. A batch of say a 1000 priced well below Karma. With “Made in America” cachet and all that.
Then do a much larger order of Canoo vans as a new Voyager, establishing Chrysler as a really cutting edge “minivan-ish” mover brand, that works for carrying many or cargo.
This could have been a stopgap till the brand revived.
Maybe they could also pick up some of the IP from SEAT and offer us the Karma-Canoo Leon?
KAAAAAAAAAAAHHHHHHHHHNNNNNNNNNN
If there’s anything Stellantis could do to make things worse for themselves, it would be partnering with Tesla. The brand is toxic in Europe.
While I appreciate the artistry of the concept, management at Stellantis (or any other car company) would have to be out of there minds to actually do this.
So you’re saying there’s a chance
All things considered, probably a strong likelihood.
The way the world is going, everything bad is good. At this point in history, I could not think of any two worse brands to bring together, hence making this actually a genius idea.
This is not mathematical harmony, though, were two negatives add up to be a positive. No, not this one. This is very much horror story levels of harmony. Adding these two together would make the perfect anti-christ which will take over the whole world.
Is there any way we can add Nissan into this to really make this the perfect version of Beelzebub???
For maximum effect including aesthetics, I would suggest a joint effort of Stellantis-Tesla-Youabian.
Ehhhhh, it’d still be a massive no on Tesla. Musk’s a damn Nazi, pure and simple. Until Musk is utterly and thoroughly disassociated in every way and form from Tesla so he’s not able to profit in any way whatsoever it’s simply not a viable option, if one has any conscience and wants to sleep at night, to buy a Tesla no matter how badge-engineered it may be. No cash for fash, as they say.
Tell us how you really feel…
Well the Neon name isn’t coming back it is too tarnished even for FCA to use which is why they had to go farther back to use the Dart name for that rebadge.
However it isn’t a bad idea, instead of giving Tesla the money that put in the black for years and still make up a good chunk of their profit the artist formerly know as Chrysler could just buy cars instead of credits.
It is working for Honda, though not really since GM is the only one making money on selling Prologues.
How is Neon a tarnished name again?
How is it not tarnished? It was the car bought by the most challenged of the credit challenged. If they were going to bring that name back they would have already instead of reaching back for the Dart name plate followed by the Hornet that is only theirs by marriage, and one that was all about the dowry that included Jeep.
The few people I know that ever owned one, generally praised them.
*raises hand* My old Neon is in the running for the best car I’ve ever owned.
It was a cheap, small car. It was never targeted at the wealthy. I remember it being fairly well regarded, especially for a cheap, small car. They also dominated their class on the autocross course for a while, until the Miata started gaining traction.
It was the Nissan Rougue of its day.
I would go with they had Big Altima Energy before the Altima was a thing; but six of one, half-dozen of the other.
Credit where it’s due though, those things were amazingly tolerant of the kind of mechanical neglect expected of the marked segment.
Imagine buying an Aston Martin, but it’s really a Scion…
For the reliability
For the lolz.
For the Gram.
am I doing this right?
I dunno. I’m an old. Trying the best I can.
I want one of those for the hilarity!
Cirrus valiant attempt to dodge the crossfire. Town and country folk rarely voyager to concorde, maybe 300
Your Valiant attempt deserves Acclaim, but I’m afraid your Turismo can’t Belvidere a Fury. Try to be more Reliant on the Horizon.
Cotd
Agreed, also read these and thought so, but also thought did I just have a mini-stroke?
Must’ve gone plum crazy. Now with imperial executive laser eagle vision, Polaris guiding, I’m an intrepid prowler on a conquest royal with the spirit of a fifth avenue New Yorker stepping out of the shadow and into the airstream of Newport.
I was just thinking that Neon would be a great name for a Dodge EV. Great Job Torch!
It would be, if they sold it for a reasonable price. So probably not.
I’m with you there my friend.
Let’s get real about this. The Ramcharger. Now with bigger, badder Tesla motor and battery.
But the range extender gets bumped up to 376 cubic inches with a blower, or 392 cubic inches. Hellcat Plaid.
Now drop that in the Charger and Model S.
And….
The Pacifica Hybrellaphant, with the 1,000 horsepower Hellephant crate motor.
If we’re going to smoke the crack pipe, Let’s smoke the crack pipe.
( I actually think there is a market for these products if done even 47% correctly )
I want them all lmao
Crack tastes horrible. But it’s highly addictive.
Firstly, for this to work, Tesla and Stellantis would need to pull their heads out of their deep holes.
Secondly, Musk is already flipping off at least half the world. Do we really want give him an opportunity to shoot us a Superbird?
Well done.
cotd. that was so bad I audibly groaned.
I agree.
Much better approach would be to force merge Tesla, Daimler and Stellantis and sell the lot to Cerebus. Maybe toss in Nissan as a sweetener.
Nissan would be the bitters in that cocktail.
I never considered reinventing the Neon as an EV but dagnabbit, it’s a great name for something electric.
The Neon should use the Tesla taxi as a base. De-tech it and add physical buttons/switches/knobs to control all of the functions, using Stellantis parts from its Chargers, but use Tesla’s taxi platform as a base and the Model 3’s drive system to move it. This should be a subcompact or compact car, no larger. Unlike the taxi, it has 4 seats, even if it’s not the most spacious thing in the world. Focus on drag reduction, targeting the 1999 Intrepid ESX2 concept for CdA, so that a smaller battery can be used to get acceptable range, keeping price down as the battery should be no larger than 40 kWh for 200 miles highway range. Target a sub-3,200 lb curb weight and an MSRP around $30k. RWD and does 0-60 mph around 5 seconds with a top speed well in excess of 160 mph.
The SRT version uses the Model 3 Performance drive system, has AWD, performs like a Hellcat through its entire operating range on up to a 200 mph top speed, and is targeted at around $50k.
This would actually be cool, with a cheap sub 5k optional range extender.
I saw a Neon face on a Tesla and honestly, I’ve never clicked on anything so quickly. Big Neon fan here.
I sort of like the general concept here, but I’m not sure about the brands. Stellantis needs a badge job from Toyota, so that people buying a Jeep or Dodge can confidently say “oh don’t worry, it’s really a secret Toyota!” a la Pontiac Vibe or Geo/Chevy Prism. Over time you generate some good will where people see actual running examples with your badges on it.
For Tesla, there’s only one brand with the sort of cache to MAYBE erase the Klansman stink off of it. And thats Subaru (who also needs some EVs I might add). Throw some cladding on a Model Y and a few commercials with Dogs using Subaru Eyesight (FSD in disguise as something thats actually probably more accurate as to what it is) and you’re golden (retriever).
Real risk for Subaru completely torching every single ounce of goodwill with that though.
Thanks a lot. Now I’m going to go to sleep imagining Land Cruiser Commanders and 4Runner Cherokees. That can’t possibly do good things to my dreams.
Last week I saw an absolutely mint first gen Neon coupe in aqua green/blue, complete with the roof rack. It has a timeless charm the Model 3 will never have, even if it apes the Neon’s happy-go-lucky design.
The Neon front end on the Model 3 actually looks pretty decent, but since the look doesn’t have an “I’m angry at the world” vibe that apparently mandatory on new cars I sadly don’t see it happening….
I agree!
You know, that is one small thing I have to give Tesla credit for. None of their cars, not even the CyberTurd, have that stupid “pissed off at the world and ready to eat you” look that is so incredibly rampant in car design today. Not to say any of them look all that good, but at least they don’t look mad. They have mastered expressions of gormless neutrality.
Tesla reflects bland corporate culture to the bone. Even stuff like the S3XY naming, and having “ludicrous” mode, screams bored corporate techbros trying way too hard to prove they are cool.