Rebadging Adds a Luxe Look to Cars
Naming your Porsche is one thing, but the line must be drawn somewhere, since more and more car buyers want to pass their cars off as something they're not. We're not talking about body kits and fresh paint, but about buying the manufacturer's emblems from more expensive cars to try to make their own seem more impressive. This isn't necessarily a new concept, but apparently automakers don't have a problem selling the parts. Mercedes dealers sell the lettering and logos that indicate "cars are the high-end AMG version for about $65" and the GM of the country's top-selling dealership says that 1-2% of all buyers "ask to have their car rebadged." High performance companies, like Shelby Automobiles and Saleen, on the other hand, aren't about to risk their reputations by selling their various indicators of authenticity, so not every brand is available for purchase.
No one who knows their wheels is going to blink twice at an obviously mis-branded vehicle, so the question remains as to who these buyers think they're fooling? Most likely, the answer is themselves.