FLINT, Mich. (Michigan News Source) — General Motors is storing hundreds of unsold BrightDrop electric vans in Flint after pausing production in Canada to address weak demand.
What happened?
The vans are manufactured at GM’s CAMI Assembly plant in Ingersoll, Ontario, which temporarily closed earlier this month amid the buildup, according to the Detroit Free Press. The company said the two-week pause was meant to “align production schedules and balance inventory,” and production restarted March 17.
MORE NEWS: Michigan Approves $153.8 Million Consumers Energy Rate Hike, Raising Monthly Bills for Residents
Originally launched in 2021 as a standalone EV startup within GM, BrightDrop was absorbed into the Chevrolet brand last year in an effort to boost visibility and streamline sales. The lineup includes two models — the midsize Zevo 400 and the larger Zevo 600 — both designed for commercial fleet use.
Performance falls short.
Despite GM’s investment and rebranding efforts, BrightDrop’s performance has fallen well short of its competitors. In 2024, GM reported just 1,529 BrightDrop van sales in the U.S., compared to Ford’s 12,610 E-Transit vans and Rivian’s 13,243 electric delivery vehicles.
“There is a market for electric vans,” Sam Abuelsamid, vice president of market research at Telemetry Insights, said. “Just not at that price point.”
BrightDrop’s Zevo 600, which offers a maximum battery range of 272 miles, starts around $74,000 before incentives — a steep premium over Ford’s extended-range E-Transit, which begins at $51,600. To make the vehicles more competitive, Chevrolet is offering up to $25,500 in rebates through June 30, according to a dealer bulletin cited by CarsDirect.
GM looks to the future.
In a statement, GM said it is still confident in the future of BrightDrop.
“We remain optimistic about its future,” the company said. “Customers continue to add BrightDrop products to their fleet thanks to its best-in-class available range and complete suite of driver safety solutions.”
MORE NEWS: MSU Cruises to First-Round Win Over Bryant
GM says more than 340 Chevrolet dealers are now authorized to sell BrightDrop vehicles, up from seven a year ago. The company also reported that it has signed on more than 250 unique commercial customers nationwide.