Are We Approaching A New Age of Badge Engineering? | Carscoops

      Automakers are discreetly rebranding SUVs under different names, wagering that most consumers won't be aware as they pursue cost-reduction strategies.

      Badge engineering is making a comeback as manufacturers look to cut expenses.

      Toyota and Subaru are set to release four nearly identical SUVs. Meanwhile, Nissan's new Rogue PHEV is essentially a rebadged Mitsubishi Outlander.

      Badge engineering was once quite prevalent in the automotive sector, with GM being one of the most notable practitioners. For instance, the Chevrolet Trailblazer shared much of its design with the Buick Rainier, GMC Envoy, and Oldsmobile Bravada. This trend even extended to models like the Isuzu Ascender and Saab 9-7X.

      Since those challenging times, many vehicles have become more distinct, even if they share the same platform. For example, the Chevrolet Tahoe and GMC Yukon feature completely different designs while sharing nearly all other components.

      However, there's a new trend emerging that might not be welcomed by many. The Scion FR-S (now Toyota GR86) and Subaru BRZ were nearly identical, and this similarity continued into the second generation.

      The situation has become even more complex, with these brands collaborating on the bZ (bZ4X) and Solterra. This partnership has now expanded to include the Toyota C-HR and bZ Woodland along with their nearly identical Subaru versions, referred to as the Uncharted and Trailseeker.

      While they have a few distinctive elements, these variations feel as lackluster as last week's leftovers. Additionally, consumers now face four almost identical models at Subaru and Toyota dealerships.

      Toyota and Subaru represent the most current example of badge engineering, but Ford of Europe is relying on other European manufacturers for its survival. This strategy doesn't appear particularly adventurous, and the results have been as Wexpected.

      The Blue Oval has collaborated with Volkswagen and created Ford-branded versions of the ID.4 and ID.5. The resulting Explorer EV looks appealing, but the Capri has drawn criticism for being lackluster.

      Both models have failed to meet expectations, leading the company to reduce production at its Cologne Electric Vehicle Center in Germany.

      Instead of learning from previous mistakes, Ford is intensifying collaborations with a partnership with Renault. This alliance is expected to produce two new EVs based on French platforms, with the first set to launch in early 2028, though it may struggle to differentiate itself if history is any indication.

      In the U.S., Nissan has recently unveiled the 2026 Rogue Plug-in Hybrid, which is essentially a rebranded Mitsubishi Outlander PHEV. It could find success simply because Nissan operates more dealerships than its alliance partner.

      That said, the Rogue Plug-in Hybrid does offer some appealing features, such as a plug-in hybrid powertrain with 38 miles (61 km) of electric-only range and seating for seven. These attributes are certainly valuable, even if they've been seen before.

      So, what are your thoughts on badge engineering? Does it make sense, or does it seem like a shortcut? Share whether you would consider purchasing one, or what changes carmakers would need to implement to convince you.