Badge engineering
Encyclopedia : B : BA : BAD : Badge engineering
Badge engineering is a term that describes the rebadging of one model of car as another. This often occurs when two companies pool resources by operating a joint venture or merging their operations.
While originally, differences were confined to the badges used on the model, more typically it involves slight styling differences, usually with different headlights and rear lights. The term derives from the pot metal trademark emblems fastened onto the outside of the car, or onto the dashboard (fascia).
It also occurs when an individual manufacturer, such as General Motors, owns a portfolio of different brands, and markets the same car under a different brand in different territories.
Language problems can also mean that a car has to be given a different name in a certain country (for example, the Mitsubishi Pajero is called the Montero in Spanish-speaking countries and North America), although this may not constitute badge engineering, as the car is still sold under the same brand name. Anecdotally, pajero is a colloquialism for masturbation in Spanish.
As it is often extremely expensive to establish a new brand, and can take many years for it to gain acceptance, it is often more cost effective to rebadge a product under an existing name.
For example, cars built by Daewoo, now owned by General Motors, are now only badged as Daewoos in South Korea and Vietnam. In other markets, they are now badged as Chevrolets. Similarly, in Australia and New Zealand, where Daewoo was unsuccessful, they are now rebadged as Holden models.
Conversely, badge engineering occurs with luxury models. Japanese brands found it difficult to shrug off their 'cheap and cheerful' image in North America when luxury models started appearing in the 1990s. So Honda, Toyota, Nissan and Mazda started Acura, Lexus, Infiniti and Eunos respectively. Each new badge adding prestige values that would not be possible without shifting their core brand values of the parent brand. In most Asian countries, Toyota was already a luxury brand, so the Lexus brand was not marketed there. However Lexus has been so successful as a prestige badge engineering exercise that Toyota are now marketing the brand in their native Japan.
The term is also used for the makers of consumer electronics and household appliances sold under different names, especially the house brands of discount merchandisers, who can make specifications that would result in a lower-quality product as well.
Current examples
| Model
| Rebadged as
| Where
|
| Chevrolet Celta
| Suzuki Fun
| Argentina
|
| Chevrolet Colorado
| GMC Canyon
| United States, Canada
|
| also as
| Isuzu i-Series
| United States
|
| Chevrolet Silverado
| GMC Sierra
|
| Daewoo Kalos
| Chevrolet Aveo
| United States, Canada, China, Southeast Asia, Eastern Europe, South Africa, Middle East, South America
|
| also as
| Chevrolet Kalos
| Western Europe
|
| also as
| Suzuki Swift+
| Canada
|
| also as
| Pontiac Wave
| Canada
|
| also as
| Holden Barina
| Australia and New Zealand (from 2005-2006)
|
| Daewoo Matiz
| Chevrolet Matiz
| Western Europe
|
| also as
| Chevrolet Spark
| China, South America, Eastern Europe, South Africa, Middle East, and Southeast Asia
|
| also as
| Pontiac Matiz G2
| Mexico
|
| Daewoo Lacetti
| Chevrolet Lacetti
| Europe
|
| also as
| Suzuki Reno
| United States
|
| also as
| Chevrolet Optra5
| Canada, India, Japan
|
| also as
| Buick Excelle HRV
| China
|
| and as
| Holden Viva
| Australia and New Zealand
|
| Daewoo Rezzo
| Chevrolet Tacuma/Rezzo
| Europe
|
| also as
| Chevrolet Vivant
| South Africa, Chile
|
| Daewoo Nubira
| Chevrolet Optra
| Canada, South Africa, Thailand, India, Chile
|
| also as
| Chevrolet Nubira
| Western Europe
|
| also as
| Chevrolet Lacetti
| Eastern Europe
|
| also as
| Suzuki Forenza
| United States
|
| and as
| Buick Excelle
| China
|
| Daewoo Magnus
| Chevrolet Evanda
| Europe
|
| also as
| Suzuki Verona
| North America
|
| also as
| Chevrolet Epica
| Canada, Chile, China, Colombia
|
| also as
| Holden Vectra
| Australia and New Zealand*possibly (from 2006)
|
| Ford F-150
| Lincoln Mark LT
|
| Ford Fusion
| Mercury Milan
|
| also as
| Lincoln Zephyr
|
| Ford Ranger
| Mazda B-Series
| North America
|
| Holden Commodore
| Chevrolet Lumina/Omega
| Middle East, Southern Africa, Southeast Asia, (as Lumina) South America (as Omega)
|
| Holden Monaro
| Vauxhall Monaro
| United Kingdom
|
| also as
| Pontiac GTO
| United States
|
| also as
| Chevrolet Lumina Coupe
| Middle East
|
| Holden Statesman
| Chevrolet Caprice
| Middle East
|
| also as
| Daewoo Statesman
| South Korea
|
| also as
| Buick Royaum
| China
|
| Honda Civic
| Acura CSX
| Canada
|
| Honda Integra
| Acura RSX
| North America
|
| Honda Accord
| Acura TSX
| North America
|
| also as
| Honda Accord Euro
| Australia, New Zealand
|
| Honda Inspire
| Honda Accord (USDM)
| North America, Australia, Brazil
|
| Honda Legend
| Acura RL
| North America
|
| Honda NSX
| Acura NSX
| North America
|
| Isuzu Trooper
| Holden Jackaroo
| Australia, New Zealand
|
| also as
| Opel Monterey
| Europe
|
| Isuzu MU Wizard
| Opel/Vauxhall/Holden Frontera
| Europe (as Opel), except UK (as Vauxhall)
Australia (as Holden Frontera)
|
| Mazda 323
| Ford Activa
| Taiwan
|
| also as
| Ford Lynx
| Southeast Asia
|
| Mazda Axela
| Mazda3
| North America, South America, Europe, Asia, Middle East
|
| Mazda Premacy
| Mazda5
| Europe, North America
|
| Mazda Atenza
| Mazda6
| North America, South America, Europe, Asia, Middle East
|
| Mazda Tribute
| Ford Escape
| United States, Canada, Japan, Australia
|
| also as
| Mercury Mariner
| United States
|
| Nissan Cedric
| Infiniti M45
| North America
|
| Nissan Cima
| Infiniti Q45
| North America
|
| Nissan Primera
| Infiniti G20
| North America
|
| Nissan Sunny (old model, still made in Mexico)
| Nissan Sentra
| North America
|
| also as
| Nissan V16
| Chile
|
| Nissan Skyline
| Infiniti G35
| North America, South Korea, Taiwan, Middle East
|
| Nissan Tiida
| Nissan Versa
| United States, Canada
|
| Opel Astra F (Sedan)
| Chevrolet Viva
| Russia
|
| Opel Corsa B
| Buick Sail
| China
|
| also as
| Holden Barina
| Australia
|
| Opel Zafira
| Subaru Traviq
| Japan
|
| also as
| Chevrolet Zafira
| South America
|
| also as
| Holden Zafira
| Australia
|
| Peugeot 807
| Citroën C8
| Europe
|
| also as
| Fiat Ulysse
| Europe
|
| also as
| Lancia Phedra
| Europe
|
| Peugeot Boxer
| Citroën Jumper
| Europe
|
| also as
| Fiat Ducato
| Europe
|
| Pontiac Vibe
| Toyota Voltz
| Japan
|
| also as
| Toyota Matrix
| North America
|
| Renault Kangoo Express
| Nissan Kubistar
| Europe
|
| Renault Clio Symbol
| Nissan Platina
| Mexico, Chile
|
| Renault Clio
| Renault Lutecia
| Japan
|
| Renault Trafic
| Nissan Primastar
| Europe
|
| also as
| Opel/Vauxhall Vivaro
| Europe (as Opel), except UK (as Vauxhall)
|
| SEAT Cordoba
| VW Derby and City Golf
| Europe and Mexico and China
|
| Subaru Forester
| Chevrolet Forester
| India
|
| Subaru Impreza
| Saab 9-2X
| North America
|
| Suzuki Ignis
| Holden Cruze
| Australia, New Zealand
|
| also as
| Chevrolet Cruze
| Asia
|
| Suzuki Wagon R
| Opel/Vauxhall Agila
| Europe
|
| Tata Indica
| Rover CityRover
| United Kingdom
|
| Toyota Altezza
| Lexus IS
| North America, Europe
|
| Toyota Aristo
| Lexus GS
| North America, Europe
|
| Toyota Avensis
| Scion tC
| North America
|
| Toyota Aygo
| Citroën C1
| Europe
|
| also as
| Peugeot 107
| Europe
|
| Toyota bB
| Scion xB
| United States
|
| Toyota Celsior
| Lexus LS
| North America, Europe
|
| Toyota Harrier
| Lexus RX
| North America, Europe, Asia, Middle East
|
| Toyota Ist
| Scion xA
| United States
|
| Toyota Soarer
| Lexus SC
| North America, Europe
|
| Toyota Windom
| Lexus ES
| North America
|
| Volkswagen Fox
| Volkswagen Lupo
| Mexico
|
| Volkswagen Gol
| Volkswagen Pointer
| Mexico, Russia
|
Past examples
| Model
| Rebadged As
| Where
|
| Acura TL (1999-2003)
| Honda Inspire
| Japan
|
| Chevrolet Cavalier
| Toyota Cavalier
| Japan
|
| Chevrolet Chevette
| Pontiac Acadian
| Canada
|
| Chevrolet Corsica
| Pontiac Tempest
| Canada
|
| Chevrolet Suburban
| Holden Suburban
| Australia
|
| Chevrolet Venture
| Opel/Vauxhall Sintra
| Europe (as Opel), except UK (as Vauxhall)
|
| Chrysler Horizon
| Dodge Omni
| United States
|
| also as
| Plymouth Horizon
| United States
|
| also as
| Simca Horizon
| France
|
| also as
| Talbot Horizon
| Europe
|
| Dodge Caravan
| Plymouth Voyager
| United States, Canada
|
| Ford Contour
| Mercury Mystique
| United States
|
| Ford Escort (US)
| Mercury Lynx
| United States
|
| Ford Escort
| VW Pointer
| South America
|
| Ford Escort
| VW Logus
| South America
|
| Ford Explorer (2dr)
| Mazda Navajo
| United States
|
| Ford Falcon (Utility)
| Nissan Ute
| Australia
|
| Ford Fiesta
| Mazda 121/Soho
| Europe (as 121), Southern Africa (as Soho)
|
| Ford Laser
| Mercury Tracer
| United States
|
| Ford Probe
| Mazda MX-6
| United States, Canada
|
| Ford Scorpio
| Merkur Scorpio
| United States
|
| Ford Sierra XR4i
| Merkur XR4Ti
| United States
|
| Ford Verona
| VW Apollo
| Brazil
|
| Hillman Avenger
| Plymouth Cricket
| United States
|
| also as
| Dodge Polara/1500
| Brazil (as Polara) Argentina (as 1500)
|
| also as
| Volkswagen 1500/VW Rural 1500
| Argentina
|
| Holden Commodore
| Toyota Lexcen
| Australia
|
| Holden Kingswood
| Chevrolet Kommando/Constantia/El Camino
| South Africa
|
| also as
| Mazda Roadpacer
| Japan
|
| Holden Monaro
| Chevrolet SS
| South Africa
|
| Holden Statesman
| Chevrolet de Ville
| South Africa
|
| Honda Accord
| Isuzu Aska
| Japan
|
| Honda Ballade
| Triumph Acclaim
| Europe
|
| Honda Civic
| Rover 200
| Europe
|
| also as
| Isuzu Gemini
| Japan
|
| Honda Concerto
| Rover 400
| Europe
|
| Honda Inspire (1995-1999)
| Acura TL
| North America
|
| Honda Integra
| Rover 416i
| Australia
|
| Honda Odyssey
| Isuzu Oasis
| United States
|
| Honda Quint
| Rover Quintet
| Australia
|
| Hyundai Excel
| Mitsubishi Precis
| United States
|
| Isuzu Aska
| Holden Camira
| New Zealand
|
| also as
| Chevrolet Aska
| Chile , Ecuador
|
| Isuzu I-Mark
| Chevrolet Spectrum
| United States, Canada
|
| also as
| Chevrolet Gemini
| Chile
|
| also as
| Geo Spectrum
| United States
|
| also as
| Pontiac Sunburst
| Canada
|
| Isuzu Piazza
| Holden Piazza
| Australia
|
| Isuzu Trooper
| Vauxhall Monterey
| UK
|
| also as
| Holden Jackaroo
| Australia
|
| also as
| Chevrolet Trooper
| Chile
|
| also as
| Acura SLX
| United States
|
| Isuzu MU
| Opel/Vauxhall/Holden Frontera
| Europe (as Opel), except UK (as Vauxhall)
Australia (as Holden)
|
| also as
| Isuzu Rodeo
| North America
|
| also as
| Honda Passport
| United States
|
| Isuzu Impulse
| Geo Storm, Asüna Sunfire
| United States (as Geo), Canada (as Geo and Asüna)
|
| Kia Avella
| Ford Aspire/Festiva
| United States (as Aspire), Australasia (as Festiva)
|
| Kia Sephia
| Timor
| Indonesia
|
| Lancia Delta
| Saab 600
| Sweden
|
| Land Rover Discovery
| Honda Crossroad
| Japan
|
| Mazda 121
| Mazda Autozam Revue, Ford Festiva, Kia Pride
| North America, Korea, Japan, Asia, Australasia
|
| Mazda AZ-1
| Suzuki Cara
| Japan
|
| Mazda 323
| Ford Laser
| Asia, Australasia, Southern Africa, Caribbean
|
| also as
| Ford Tonic
| South Africa
|
| also as
| Sao Penza
| United Kingdom
|
| Mazda 626
| Ford Telstar
| Asia, Australasia, Southern Africa
|
| Mazda Premacy
| Ford Ixion
| Japan
|
| Mitsubishi Lancer
| Plymouth Arrow
| North America
|
| Mitsubishi Sapporo
| Dodge Challenger, Plymouth Sapporo
| United States
|
| Mitsubishi Sigma
| Lonsdale
| United Kingdom
|
| also as
| Chrysler Sigma
| Australia
|
| Mitsubishi Eclipse
| Eagle Talon
| United States
|
| also as
| Plymouth Laser
| United States
|
| Morris Marina
| Leyland Marina
| Australia
|
| also as
| Austin Marina
| Canada, South Africa
|
| also as
| Austin America
| United States
|
| Nissan Cherry
| Alfa Romeo Arna
| Europe
|
| Nissan Patrol
| Ford Maverick
| Europe, Australia
|
| Nissan Pintara
| Ford Corsair
| Australia
|
| Nissan Pulsar
| Holden Astra
| Australia
|
| also as
| Alfa Romeo Arna
| Europe
|
| Nissan Quest
| Mercury Villager
| North America
|
| Opel Commodore
| Vauxhall Viceroy
| United Kingdom
|
| Opel Kadett
| Vauxhall Astra
| United Kingdom
|
| also as
| Isuzu Gemini
| Japan
|
| also as
| Holden Gemini
| Australia
|
| also as
| Pontiac LeMans
| United States, Canada
|
| also as
| Asüna SE
| Canada
|
| also as
| Passport Optima
| Canada
|
| also as
| Daewoo Nexia
| Korea, Eastern Europe
|
| also as
| Chevrolet San Remo
| Colombia , Ecuador
|
| also as
| Daewoo Racer/ Daewoo Pointer (Taxi)
| Chile
|
Opel Omega
| Cadillac Catera
| United States
|
| Opel Senator/Monza
| Vauxhall Royale
| United Kingdom
|
| Oltcit
| Citroën Axel
| Europe
|
| Peugeot 104
| Citroën LN
| Europe
|
| also as
| Talbot Samba
| United Kingdom
|
| Peugeot 806
| Citroën Evasion
| Europe
|
| also as
| Fiat Ulysse
| Europe
|
| also as
| Lancia Zeta
| Europe
|
| Renault 21
| Eagle Medaillion
| Canada
|
| Rover 825/827/Sterling
| Sterling 825/827
| United States
|
| SEAT Ibiza
| VW Polo Playa
| South Africa
|
| Subaru Legacy
| Isuzu Aska
| Japan
|
| Suzuki Ignis
| Holden Cruze
| Chevrolet Cruze
| Australia, Japan, New Zealand
|
| Suzuki Cara
| Mazda AZ-1
| Japan
|
| Suzuki SJ413
| Suzuki Samurai
| United States
|
| also as
| Suzuki Sierra
| Australia
|
| also as
| Holden Drover
| Australia
|
| Suzuki Sidekick
| Geo Tracker
| United States, Canada
|
| also as
| Pontiac Sunrunner
| Canada
|
| also as
| Asüna Sunrunner
| Canada
|
| also as
| Chevrolet Tracker
| Canada
|
| also as
| GMC Tracker
| Canada
|
| Suzuki Swift
| Holden Barina
| Australia
|
| also as
| Geo Metro
| United States, Canada
|
| also as
| Pontiac Firefly
| Canada
|
| also as
| Chevrolet Sprint
| United States , Canada , Chile
|
| Suzuki Wagon R
| Opel/Vauxhall Agila
| Europe
|
| Toyota Corolla
| Holden Nova
| Australia
|
| also as
| Geo Prizm
| United States
|
| also as
| Chevrolet Prizm
| United States
|
| also as
| Chevrolet Nova
| United States, Canada
|
| Toyota Camry
| Holden Apollo
| Australia
|
| Toyota HiLux
| Volkswagen Taro
| Europe
|
| Toyota Vista
| Lexus ES250
| United States
|
| Vauxhall Cavalier
| Chevrolet Chevair
| South Africa
|
| Vauxhall Viva
| Chevrolet Firenza
| South Africa
|
| VW Santana
| Ford Versailles
| Brazil
|
| also as
| Ford Galaxy
| Argentina
|
Models produced under licence
These lists do not include models that have been produced by other companies under licence, such as versions of the
Mitsubishi Colt produced by
Proton in
Malaysia or the
Renault 12 produced by
Dacia in
Romania.
See also
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