General Motors (GM) is rebranding its all-electric BrightDrop commercial vans under the Chevrolet name, a strategic move aimed at increasing sales, accessibility, and brand recognition. This transition will significantly expand the sales and service network for BrightDrop vehicles by leveraging Chevrolet’s extensive network of North American dealers, including more than 500 commercial-focused stores across the U.S.
Sandor Piszar, Vice President of GM Envolve’s fleet business in North America, highlighted the benefits of this integration. “The strength of the Chevrolet brand will undoubtedly drive volume,” Piszar stated. “This change will make it easier for our customers to transition to electric vehicles (EVs) by working with the Chevrolet dealers they already know and trust.”
The rebranding will commence with the 2025 model year, with the current BrightDrop Zevo 400 and Zevo 600 vans being renamed as Chevrolet BrightDrop 400 and 600. These all-electric vans, primarily used for package delivery and other commercial purposes, are expected to gain greater market traction under the Chevrolet umbrella.
While the exact number of new dealerships participating in the sale and servicing of the BrightDrop vans will depend on how many opt in, GM has outlined specific requirements for dealers, including vehicle lifts, service bays, and specialized employee training. The company has not disclosed the average cost for a dealer to become certified to sell the BrightDrop products, as expenses are expected to vary.
Launched in 2021 as a fully-owned GM subsidiary, BrightDrop was initially positioned as a potential growth engine for the automaker. However, sales have not met expectations, with only about 500 units sold in 2023 and 746 units sold in the first half of 2024. Although GM had projected BrightDrop to generate $1 billion in revenue in 2023, the company has not confirmed whether this target was achieved.
The vans are currently produced at GM’s CAMI Assembly plant in Ingersoll, Ontario, and the company hopes that integrating BrightDrop into Chevrolet’s portfolio will accelerate growth and market penetration.