Bringing an old nameplate back in a modern way

So it is a slow day at work and it gives me time to think about odd things.  Today it has me thinking about the old automotive name plates that used to be seen on the streets.  Name plates like Hudson, Studebaker, and Packard.  My mind goes to if those names could be revised into a modern iteration.  

A quick search finds this : www.packardmotorcar.com, which indicates it is still around somewhere, but not in a way that says they have a presence.  So why not bring Hudson/Stukdebaker as a hybrid or electric?  The name plate alone could bring interest.  And if it could be done then we have something more than Elon Musk, who has been able to make and market vehicles as well as other companies such as Rivan; Rimac etc.. 

I looked at the Rivan truck specs and to my limited knowledge could be turned from Truck to car.  

Am I off base here?  

Please no.

It's been tried with Packard, Duesenberg, Stutz, etc and been a miserable failure every time.

It's like Elvis vs SRV.

Remember the great version, not the fat, dead-on-a-toilet version.

Not one, but two separate unrelated companies have brought back the Hispano-Suiza nameplate currently. They are also engaged in a huge legal debate over who actually has the rights to the Hispano-Suiza name

It's already been done with Mini, Fiat, Alfa, Lada, Charger, Challenger, Nova, Supra, ...



... and they've yet to do it in a way that didn't ruin my craigslist keyword searches.

ShawnG said:

Please no.

It's been tried with Packard, Duesenberg, Stutz, etc and been a miserable failure every time.

It's like Elvis vs SRV.

Remember the great version, not the fat, dead-on-a-toilet version.

You can also add attempts at reviving the Hornet nameplate by the various successors to Hudson. With somewhat better results than the Stutz revival, at least.

I admit that any attempt at bringing back an Iconic name would need to be done in such a way as to not damage the image.  It would take alot of time just to ensure the original was honored in not only the name but the styling and performance.  Not an easy thing to do in any respect and not one that should or could be taken lightly.  

There's also the issue of your target audience- only car geeks like us and a much older generation would remember names like Studebaker let alone what they *stood* for back in the day.

... but it doesn't mean it's a bad idea. Personally I believe that our boy Elongated Muskrat needs to (in the future) branch out into eBikes/Motorcycles/odd 3-wheelers like the Sondor to really leverage the capabilities of electrics, and bringing back an old nameplate *might* be a good idea- though coming up with a new one will always be cheaper. 

Allard has made a comeback, and seems to be done right: https://www.allardj2x.com

I would be concerned that any potential trademark legal battles would outweigh any positive that the old nameplate might be.  When starting any new venture, you really want as little friction as possible in the building of marketing.  

Have you looked at what MG looks like today? It's been pulled out of the ground so many times...

Literal first hit on Google images:

Robbie said:

Have you looked at what MG looks like today? It's been pulled out of the ground so many times...

Literal first hit on Google images:

Aren't they owned by the Chinese now? I guess the MG stands for "Mao's Garage" these day.

In reply to NickD :

Modern Gentleman, I believe. 

In reply to Robbie :

That's different. The MG brand didn't really go away in the rest of the world. Only in the US.

In reply to Robbie :

Saw that in real life in Australia. It's more hideous in person.

However in the shopping mall it was parked in it said it was $12,999 AUD.

Go ahead and convert that to USD and see how cheap that is

Somebody did exactly this with Shinola.

Chrysler Corp (FCA) maintains the trademark on Hudson. Why? Studebaker never trademarked their corporate name. The only ones they did trademark were 3 model names, and they then sold Transtar to International. Dictator, well nobody would buy it! I can't remember what the third one was right now

In reply to TurnerX19 :

Who knows... BMW retains the rights to the Triumph automotive brand (it came with the Mini brand), although it seems they have no interest in doing anything with it.

Studebaker was attempted to revive with the xuv 

The packard 12 was a v12 attempted revival 

In reply to MotorsportsGordon :

My Eyes!!!

In reply to MotorsportsGordon :

I literally shuddered when I saw that picture.

At this point, I think the brand equity is gone. How many potential buyers have any kind of connection or positive memories of those makes?

I was heavily involved with the Studebaker Drivers Club when the XUV was shown. Very few of the SDC folks had any support for it, so that should answer the brand equity question, negatively.

Look at what happen to Indian motorcycles. Holy crap, what a mess. Only recently, the the name get the backing it deserved.

We have a Gilroy Indian in the shop right now. It's just a HD Softail frame with an S&S engine. Nothing special.

That Packard is an abomination.

In reply to ShawnG :

They managed to make that Packard 3 times uglier than the original, which I always though was godawful.