Badge Engineering

Badge Engineering: A Closer Look

Badge engineering is a practice where different car brands sell the same vehicle under different names. This strategy allows companies to leverage shared vehicle platforms and components to create a wider range of models without investing in entirely new designs. Here are some notable examples:

Ford Explorer and Mazda Navajo:
Ford Explorer: Introduced in 1990, the Explorer became one of Ford’s flagship SUVs, known for its rugged design and spacious interior.
Mazda Navajo: Launched in 1991, the Navajo was essentially a rebadged Ford Explorer. While it shared the same platform and many components, Mazda added unique styling elements to differentiate it from the Explorer

Dodge Colt and Mitsubishi Colt:
Dodge Colt: This compact car, produced from the 1970s to the early 1980s, was marketed by Dodge in the U.S. market.
Mitsubishi Mirage: The Dodge Colt was essentially a rebadged Mitsubishi Mirage, which was produced by Mitsubishi. Dodge even included Mitsubishi branding on some of the car’s components, emphasizing the collaboration between the two companies.

Hyundai Excel and Mitsubishi Precis:
Hyundai Excel: Launched in 1985, the Hyundai Excel was a compact and affordable car that helped Hyundai establish a presence in various markets.
Mitsubishi Precis: From 1987, the Precis was a rebadged version of the Hyundai Excel. Mitsubishi marketed this model under its own name, demonstrating a cross-brand collaboration in the compact car segment.

These examples illustrate how badge engineering allows automakers to offer a variety of products while sharing development costs. It’s a strategy that maximizes the use of existing platforms and technologies to serve different market segments and brand identities. Check out the gallery below for more examples and to compare the vehicles.