In a strategic move to enhance sales, accessibility, and brand recognition, General Motors is integrating its all-electric BrightDrop commercial vans into the Chevrolet brand. This shift aims to leverage Chevrolet’s extensive network of North American dealerships, expanding the availability and servicing of the electric vans beyond the limited number of dealers that previously offered them.
The rebranding, which will take effect with the 2025 model year, will see the BrightDrop Zevo 400 and Zevo 600 commercial vans renamed Chevrolet BrightDrop 400 and 600. This transition is expected to significantly increase these vehicles’ selling and service points, particularly through Chevrolet’s more than 500 commercial-focused dealerships in the U.S.
Sandor Piszar, vice president of GM Envolve’s fleet business in North America, emphasized the benefits of this move, stating, “It’s got that strength of the Chevrolet brand behind it. It’s absolutely going to drive volume. It helps our customers who choose to go into EVs to easily do so by working with the Chevrolet dealer they know and trust now for their other fleet needs.”
The expansion of dealership involvement will depend on how many dealers opt-in to sell and service the BrightDrop vans. To be certified for commercial EV sales, dealers must meet specific requirements, such as having specialized vehicle lifts and service bays and trained employees. While GM did not disclose the average cost for a dealer to become certified, it noted that expenses would vary based on the dealership.
BrightDrop was launched as a fully owned subsidiary of GM in 2021 and integrated into the company’s fleet business last year. Despite high expectations, BrightDrop’s sales and revenue have not met GM’s initial projections. The brand was expected to generate $1 billion in revenue in 2023, but it’s unlikely that target was achieved, with only about 500 vans sold that year. Sales through the first half of 2024 totaled 746 units.
These vans are manufactured at GM’s CAMI Assembly plant in Ingersoll, Ontario. With the rebranding under Chevrolet, GM hopes to accelerate the adoption of BrightDrop’s electric commercial vehicles, making it easier for fleet customers to transition to EVs through a trusted and familiar brand.
