General Motors To Take Allison Transmission Badging Off HD Trucks
A licensing agreement between General Motors and Allison Transmissions is set to expire at the end of the year, and any Allison badges will be removed from unsolved trucks by the end of next June.
TFL Truck has the dirty details -- since 2020, GM has been putting "Allison branded" transmissions in Chevrolet and GMC heavy-duty trucks. The 10L1000 transmissions are built by GM and vetted by Allison.
While the badges are changing, the mechanicals aren't -- this transmission will remain in the HD trucks.
A badging story might seem like a nothingburger, but it matters for the supplier -- the trucks are rolling advertisements -- and if this author's anecdotal experiences with HD truck owners is representative, these customers care where the engine and transmission come from. Bragging rights are on the line in this fiercely loyal segment.
[Image: General Motors]
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Tim Healey grew up around the auto-parts business and has always had a love for cars — his parents joke his first word was “‘Vette”. Despite this, he wanted to pursue a career in sports writing but he ended up falling semi-accidentally into the automotive-journalism industry, first at Consumer Guide Automotive and later at Web2Carz.com. He also worked as an industry analyst at Mintel Group and freelanced for About.com, CarFax, Vehix.com, High Gear Media, Torque News, FutureCar.com, Cars.com, among others, and of course Vertical Scope sites such as AutoGuide.com, Off-Road.com, and HybridCars.com. He’s an urbanite and as such, doesn’t need a daily driver, but if he had one, it would be compact, sporty, and have a manual transmission.
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One last thing… who makes all of these public opinion moves without even considering what the public wants?
General Motors biggest problem has always been that they think that their crap doesn’t stink, no matter what the buying public says.