GM may revive performance brands

General Motors Co. is studying whether to revive brands for performance vehicles to improve its image among go-fast car shoppers.

At the Specialty Equipment Market Association trade show in Las Vegas last week, GM unveiled the Z-Spec Chevrolet Cruze, Volt and Spark cars, and two SS-badged Chevrolet Camaros.

The debuts signal that the company's new performance vehicles and motorsports division–launched eight weeks ago–is looking harder at performance brands, said Chris Perry, vice president of Chevrolet marketing.

Last year GM put development of performance-branded vehicles on hold and reassigned about 60 engineers. It's still possible to buy a Camaro SS or Cadillac CTS-V developed by the disbanded group.

“Right now we don't have a performance sub-brand in us," Perry said in an interview. “For now it might not be a sub-brand. It might be initiatives around parts and accessories." AutoWeek