New branding comes with a lot of overhead. If you're spinning a new brand out of a known brand, you'll have to educate customers with large marketing investmen

New branding comes with a lot of overhead. If you're spinning a new brand out of a known brand, you'll have to educate customers with large marketing investments. This will have to be massive for the car industry. Given the car's not very profitable already, they'd be running a huge loss for a long time.