“Brand Umbrellas”

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The Chevy Camaro has been an iconic pony car sold by GM’s Chevrolet division for the past more than 50 years. It will apparently be transitioning into a “brand umbrella” for a line of vehicles in the years to come – including an “electrified” crossover SUV scheduled for 2025 – the year the current Camaro will, if he rumors are right, be cancelled.

It is almost as appalling as re-branding drugs that do not immunize the people who take them as “vaccines.” Or being told that sex is fungible. The “man” brand just as easily applied to those who aren’t – and vice-versa. Instead of calling something what it is – and refusing to accept calling it what it’s not – we are expected to accept that a thing is what it’s not because it is called what someone claims it is.

You might call this reality funging – my neologism. As in reality being fungible – so some say – according to what they say. As opposed to objective reality, which they say does not exist. There is no such thing as “truth” and so no such thing as constancy. Everything we see and think we know is a kind of shifting miasma of subjectivity.

It is an old argument – dating back to the time of Plato and Aristotle, two old Greeks long dead whose inheritors are still arguing today.

One side – the Aristotelians – won the debate, thank God – for a time. It birthed what we generally style Western Civilization. Which could not have developed on the basis of subjectivity. Try erecting a skyscraper on that basis. Or building an airplane – that will fly. Or being able to fly it.

“A is A” said the Aristotelians – by which they meant a thing is what it is – and not some other thing, which it cannot be.

So what is a Camaro?

From 1967 through today it has always been fundamentally the same thing. That thing being a very specific kind of car. Specifically, a medium-sized, two-door, four seater with an engine up front driving the wheels in the back. Its appearance has gone through a number of changes over the years but these have always built upon the stylistic themes of the originals such that one could always tell, at a glance, that it was a Camaro one was looking at – whether a ’67-69 model (the first generation) or a ’70-’81 Camaro (the second) or a third (1982-1992) or a fourth (1992-2002).

A period of no Camaros followed when GM cancelled the Camaro after the end of the 2002 model year. But the Camaro came back for the 2010 model year and it was – like all of its ancestors – a Camaro. You could tell, immediately, just by looking at it. Because it looked like its many forbears in myriad ways, small and large – much the same as a son will reflect the image of his father. And both, of course, have the same last name – defining who they are.

Something different is coming, come 2025. Something that will apparently be named “Camaro” but which is utterly unrelated to anything Camaro that came before it, other than the name. Something that isn’t even a car anymore, let alone a pony car – the reference there being to a very specific type of car, the first example of which was the Mustang, which made its debut in 1964.

It was a wildly successful car and Camaro was just one of several other cars created in emulation thereof. Others included the Dodge Challenger and the Plymouth ‘Cuda. These all differed a bit from the muscle cars many people often confuse them with – the latter’s progenitor and archetype being the ’64 Pontiac GTO. (1964 was a very good year for car-lovers.) A muscle car was a larger car as well as a more formal (and single-minded) car. It was designed chiefly to go very quickly in a straight line. It didn’t go so well in curved lines. The pony car was a more balanced car, its quickness complemented by agility. It was closer to being a sports car, but nonetheless very different from one of those, too.

The point being people bought pony cars because they didn’t want a muscle car or a sports car. They definitely did not want a sedan – much less a crossover SUV. If they wanted either of those kinds of vehicles, they would have bought one of them instead.

But GM apparently thinks it can sell them an electric crossover SUV if it is branded a “Camaro.” Just as the CDC – the marketing arm of Pfizer and Moderna – thinks it can sell people drugs that do not immunize by calling them “vaccines.”

A whole line of them, it seems.

Instead of Camaro being one car – and a specific kind of car – GM plans to use the “Camaro” name to sell a whole line of cars under the “Camaro” name. Or “umbrella,” as it is styled. There is also – reportedly – a “Corvette” SUV in the works, too. Because – as GM apparently sees it – anything can be a “Corvette” if you call it one.

Of course, by that standard, a Chevette could have been a “Corvette,” too – just by calling it that. So why didn’t GM “brand” the Chevette a “Corvette”?

Because once-upon-a-time, GM wasn’t run by toothpaste salesmen – a toothpaste saleswoman – who considers brands (and reality) fungible. That a thing is defined by what it is called rather than what it is. It is not a coincidence this transitioning is occurring at just the moment in time when (some) men assert they can be “women” (and the reverse) just by “branding” themselves as whatever they think they are – and then demand you pretend they aren’t.

There is also a tincture of sad desperation in operation.

GM is out of ideas. So it ruins good ones, hoping no one will notice.

It is of a piece with the ruining of good literature, by changing key characters to suit shifting political breezes. A good example being the percolating rumor that a new movie version of Orwell’s classic novel 1984 is in the works, with the lead character is no longer Winston Smith – a middle-aged white man – but instead played by a female, probably young and not white. In which case whatever the movie might be, it isn’t 1984 anymore.

Just as an electric crossover SUV with four doors and no engine is a “Camaro” like Bruce Jenner is a woman.

Just ask Aristotle.

. . .

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  1. ‘GM is out of ideas. So it ruins good ones, hoping no one will notice.’ — eric

    Here is General Motors in its feeble dotage, taking shelter from a leaky roof by cowering under its threadbare ‘brand umbrella’:


    “The poet is so poor that he remains in bed to keep himself warm. He can only heat himself if he burns his works.”

    Goodbye, dear Camaro! Into the fire you go, so that our precious EeeVees may survive for one more day.

  2. Traveling this weekend, so started reading Modern Times (Revised Edition): The World from the Twenties to the Nineties by Paul Johnson.


    Very thick read. Thick like molasses. Thick as an encyclopedia. probably won’t get through it. But right up front it is clear the disciples of the idiots who hastened the end of of reality are all still at it. Took a pretty well run system set up to prevent another Napoleon, destroyed it, and then acted surprised when we got strings of Napoleons. And they did it by twisting scientific descovery to suit their whim. Einstein figured out that things aren’t hard and fast on the cosmic scale, and they decided that was true at all scales, just because it suited their morals. All the “greats” of the 20th century are there too. One bit club and you ain’t in it, as the great George Carlin said.

  3. brands?….the wef says no cars allowed….

    We don’t have politicians anymore. We have WEF middle management….

    In modern politics not a single member of parliament writes a law or puts pen to paper to write out a legislative construct.
    politicians just sign into law any legislation the WEF sends them that is their only purpose….
    just fire all the politicians…let the wef run the country directly, that is the future plan anyways….and today’s reality

    Davos 2023…….A Davos speaker explicitly outlined the World Economic Forum’s agenda when he stated that the goal was to create a “new world order.”

    What will life look like under the New World Order? We don’t have make wild guesses, numerous other Davos attendees have explicitly outlined how it will be manifested.

    So-called 5 minute cities which look like prisons…..powered by wind and solar….and no cars allowed…

    Implanted brain chips…so they can monitor you….

    The end of free speech

    LGBT subversion of all culture.

    A one world religion based on environmentalism…… techno-utopianism was ultimately a Luciferian construct……….. the aspiration to “usurp God” was Luciferian in character …..the wef cultists see themselves as the new gods….

    The acceleration of environmental hysteria to seize more power and reduce living standards.

    Elon Musk recently tweeted that the “WEF is increasingly becoming an unelected world government that the people never asked for and don’t want.”…………..Davos globalists don’t seem to have received the memo.

    Too bad they don’t come out and call it what it really is and that’s global enslavement. That might wake a few people up.

    Freedom – a human characteristic – terrifies them…………….They want livestock.

    These people consider humans to be an invasive species that must be eliminated….

    “Davos Man”, because the entire elite ontology (or what passes for it) rests upon radical material reductionism.
    And materialism, at its core, is pure nihilism.
    There is no spirit. We have no souls. There is only matter, and lower humans are merely “hackable animals”……the useless eaters are animals, only good for lab experiments

    The elite nobility and their billionaire friends, with their wef………are the elite luciferians…..they think they are are at a level above the useless eaters, a different species…they are the new gods….The new olympians, the guardians…….. that is what the globalist/luciferian/one world government/wef trash call themselves, the new gods.


  4. https://s3mag.com/shell-volta-theory-based-off-the-la-streetcar-scandal/

    SO WHAT IF…..
    Shell were to buy Volta, just to ultimately pull the plug on it? What if the oil industry’s long-game strategy is to impede the growth of the EV charging infrastructure… by purchasing charging companies, just to essentially kill them. Kill the EV infrastructure; kill the EV movement. If the EV charging network doesn’t grow exponentially in the next 1-6 years… then the whole EV movement starts to fizzle like a dollar-store firework. Shell, BP, Exxon, Chevron, etc… they’ve got the financial power to whack a lot of moles right now, before those moles become monsters for the oil companies. Let that swim around in your head a little bit lol. And read the story on LA’s streetcar scandal if you don’t already know about it… it’s really interesting.

    • This was the same situation in Detroit which sold their streetcars to Mexico City which still uses them to this day. It was claimed that GM purposely destroyed mass transit…
      It’s not a “conspiracy” as you claim, but is a result of true progress and innovation.
      Who wants to have to conform to mass transit time schedules, having to deal with smelly, unruly passengers, not having the ability to go “where you want when you want” among other negatives of “public transit”?
      The automobile (personal transportation vehicle) is one of the most liberating devices ever created by mankind.
      As far as pollution is concerned, ICE vehicles have achieved 99% plus lower emissions, even cleaner than ambient air in many urban areas. With the ICE powered automobile, the average person can travel where one wants, when one wants without restrictions. In fact, one can travel across the country easily and can refuel in a matter of minutes. Not so for EVs.
      You may decry the loss of “public transit”, but I sure as hell don’t.
      I thin that you are promoting a real “conspiracy theory” rather than real truth.
      The energy companies have better things to do than to purposely collude to destroy the EV industry. The auto companies are doing it to themselves with their promotion of “not ready for prime-time” technology.
      I am going to throw out what some may consider to be an outlandish theory…but it is something to think about and consider.
      It is the “powers that be” who want to phase out petroleum-based energy for their own nefarious purposes.
      Gasoline is extremely volatile, has an extremely high energy content, and can be used for other purposes than to power ICE vehicles. The “powers that be” fear that if the “balloon goes up” and the SHTF, the “unwashed masses” (us) will still have the opportunity to wreak havoc on (what is left of) society and on THEM. Not only that, (((they))) want us walled off in soviet-style apartments, eating bugs, limiting our travel, while only (((they))) would have access to the country and unspoiled country life in their “dachas”.
      THAT is their reason for wanting to eliminate gasoline and other hydrocarbon products from present-day society. Gasoline can (and will be) “weaponized” in the third-world-war.
      Food for thought.

      • I hate public transit, and would rather chop my legs off, set my house on fire and carry my bloody stumps out than ever get on a bus or train. Hell, add planes to that list as well, and whatever else I’m forgetting.

        I hope this theory is actually the grand scheme they got in mind, I’ll buy “Gas Guzzlers” to support them if that’s the case

    • Hi Zane,
      I saw a documentary about the “red car”, as it was known, streetcars awhile ago; I think it came out shortly after the movie “Who Framed Roger Rabbit”, which had many scenes with the red cars. Was almost criminal, burning all the remaining trolleys so they could never be used again. The real irony is fast forward 50 years and L.A. spent umpteen billion dollars to build a subway system they probably wouldn’t have needed if they just kept the streetcar system running.

      • The Red Cars, and most light rail lines, were private companies franchised by the city. They competed for lines to the new suburbs, with housing development following the tracks, and many of them built electrified amusement parks (using excess power from the rail line) to drum up business on summer nights and weekends. They had a lot of problems keeping ahead of personal car ownership anyway, the car being just such a big lever for transportation. GM did buy up some of the lines and tear up the tracks to convert them to buses, which were more flexible and it was thought could open up new lines. But they also caused problems with traffic flow and weren’t liked. When the bus lines weren’t able to make money they shut down. But there was a small percentage of low income riders who would be SOL if the bus lines shut down, so they were “nationalized.” Of course without the profit motive the desire to improve service was subject to the whims of the bureaucracy and whatever scheme they concocted to increase ridership.

    • ‘to impede the growth of the EV charging infrastructure … by purchasing charging companies, just to essentially kill them’ — Zane

      Bring it …

      EeeVees make fine toys for posh folk: ‘Park my eHummer in Bay 5, Jeeves. And mind to plug in the charger.’

      But for the precariat, a power shutoff by the utility bricks your wheels. Bad, bad idea to introduce this unnecessary contingency, which pads your electric bill with a parasitic load that must be fed daily, forever, whether you drive or not.

      Universal Declaration of Human Rights, Article 13: ‘Everyone has the right to freedom of movement and residence within the borders of each state.’ ICE vehicles are a human right.

  5. The last thing GM needs right now is more “brand” names. It has fewer and fewer products as time goes on. A full line automaker is not a big pickup and a mid size crossover as the products. But that is largely what it is now. It only gets worse the deeper they dive into “electrification”.

    I will say products because they are less and less cars. They all talk about mobility, which there will be a lot less of. Buick, a brand name that once was something, now flails in the wind because it really doesn’t have anything to sell anymore. You don’t get people in your showroom with “also ran” crossovers. Even old people are walking away from Buick as it has nothing even for them. At least in the 1990’s there was something left for those remaining customers.

    Instead of trying to create new brands as old ones die of neglect GM needs to build new models, actual vehicles. Not just another rebadged crossover that Chevy and Buick sells ad nauseam. It’s easy to build a “brand” if you have actual models. It needs to build a new real Camaro. Not electric, not four doors. It needs to build a large sedan for Buick, that can be a four door, also not electric. Both should come with V8’s. It once was good at building cars like that, and they could again, if they could just pull their head out of their ass.

    If you really can’t come up with something new or better, at least build what you are good at. These lame “lifestyle” brands will get them nothing as there is nothing there, so people don’t want it.

    GM like so much of todays “society” is confused about what it is. What is so hard about knowing who you are?

    • ‘GM like so much of todays “society” is confused about what it is.’ — richb

      Drum majorette of the positive body image movement for obese vehicles?

      An EeeVee sucking amps all night is like a fatty woofing down a half gallon of ice cream after midnight.

      After midnight
      We’re gonna let it all hang out
      After midnight
      We’re gonna chug-a-lug and shout

      — Eric Clapton, After Midnight

  6. Will Joe Biden buy Hunter a electric Camaro Crossover Utility Vehicle just like Joe’s daddy did with Joe’s ’67 Corvette convertible? He can keep it for 50+ years and store it along with classified documents in an unsecured garage. The document boxes might even fit in the back!

  7. I had a Firebird Formula (by that time, it was a rebadged Camaro) and it was a great car. It had a soul. You’d crank the Chevy LT1 and it would rumble with a satisfied sound, especially amplified by some Borla mufflers. It was a great handling car, a bit heavy, but not as leaden as the EVs being forced on the car-buying public.

    Many in my family had Camaros and they were great cars, a great, cheap way to go fast.

    It’ll be fast like most EVs, but short-legged and short-lived. This won’t be cheap. It won’t be a Camaro. As Tyler Durden said in Fight Club, “sticking feathers in your butt doesn’t make you a chicken.”

    If this is the direction of the new GM run by a humorless scold of a school marm, I’m fine with the company collapsing. When they come crying for a bailout, they can pound sand. You’re the one that decided to get into a business that makes no sense without massive government regulatory entanglement and tax breaks. Play stupid games, win stupid prizes.

  8. ‘GM is out of ideas. So it ruins good ones, hoping no one will notice.’ — eric

    John Z DeLorean saw this coming in his book On a Clear Day You Can See General Motors (1979), detailing the company’s hopeless managerial dysfunction.

    A decade later, Michael Moore’s documentary Roger and Me went after GM’s colorless bureaucrat chairman Roger Smith, hammer and tongs. Moore interviewed GM auto workers in Flint, eliciting their contempt and disgust for Smith.

    Now EeeVee Mary carries GM’s headlong decline to a fresh new low with her brain dead “brand umbrella” plan.

    Ask yourself: would Apple (supposedly the world’s most valuable brand) name a new phone an ‘iPod,’ to bring it under the ‘iPod brand umbrella’?

    Hell no, it would not. iPod was very successful in its day, perhaps even nostalgic for those who kept their MP3 music libraries on it. But applying ‘iPod’ to a very different new device would only confuse customers and devalue the product.

    Trying to squeeze the last juice out of Boomer-era brands that can’t even be built anymore (because Big Gov) is decadence defined. Maybe the Camaro EeeVee can include a special David Crosby edition with a slide-out mirrored cocaine tray, to commemorate the sybaritic member of Crosby Stills Nash & Young who just died.

    Tasteless? Exploitative? For sure! But it’s just bizzzzz, bro …

  9. The remaking of 1984 (with a “BIPOC” female) would be very Orwellian.

    In remaking 1984, TPTB would likely attempt to control and change its original message of a cautionary tale of governmental dystopia into a tale of “minority” oppression by a white patriarchal society. The result would be that the original (75-year-old) anti-gov. message of 1984 would be neutralized and converted into a pro-gov. woke theme. Thus, they’d kill two birds with one stone.

    “Who controls the past controls the future.” -George Orwell, 1984.

  10. As a first gen Camaro owner this sounds more like brand dilution to me. Porsche came out with the Panamera and not a 4 door 911, it appears that Porsche understands the concept of brand dilution.

    Maybe it will sell, but how hard is it to come up with a different name. Caprice Estate anyone? See that wasn’t hard and could be viewed as a rebirth of the classic station wagon.

    • A new 3rd generation Camaro was my first car thanks to a rich relative.

      But it turned out to be a hot mess of garbage.

      OTOH, if that relative had bought me a used 1st or 2nd generation instead I’d probably still have it today.

    • Horst:

      “The goal is to make you question logic and reason and to sow mistrust toward exactly the people we need to rely on: our leaders, the press, experts who seek to guide public policy based on evidence, ourselves. For Trump, as with so much he does, it’s about simple dominance.”

      -Hillary Rodham Clinton, What Happened

      • RE, “the people we need to rely on”

        I missed that quote.
        Wow, that’s a real loaded doozy.

        Yup, a new, ‘1984’.

        …Like, As If, the real 1984 – the years of the life I lived – never was. …Or, before my time- 1964. Or, 1954. Or,…


        -Hillary Rodham Clinton, & the other monsters like her, it’s about simple dominance of them, over regular people.

        That’s, what’s happening. Or, attempting to.

        We, who are aware know it, … will others see?
        That’s the question. ,,,Maybe. (The 3% is not enough, Robert Higgs mentioned it was much more than 3% in 1775. … )

  11. There will be a lot of car makers flailing about as the Psychopaths In Charge destroy the auto industry. GM is just leading the charge. All in on the EV suicide pact. Doing its best to be an ESG corporation. Car makers being ESG would be like Smith and Wesson being all in on banning guns.

    • For a short time, Smith & Wesson announced publicly that it WAS receptive to “reasonable gun regulation” (control) but was rightly “bitch-slapped” by consumers who reminded Smith & Wesson that ANY restrictions (gun control) were not compatible with the company’s mission and products.
      Just maybe the auto companies need to be “bitch-slapped” by those of us “in the know”about the many downsides of EVs. Of course, those who are stupid enough to purchase EVs will have to learn the hard way.

  12. automakers are trying to pigeonhole their customers into what the companies want to produce, not what the buyers demand. trying to think of a time when that was successful.

    the difference with cars is that big daddy gubmint has stacked the deck against newcomers who can offer people what they want at the expense of the dinosaurs that refuse to move forward.

  13. At the risk of sounding like a dick, it’s immaterial to me whether GM sinks or swims. They made their bed with the EV/EGS fools. Let them lay in it. And when they beg to be bailed out with even more debased FRNs, my first & only thought is to tell them to go to hell.

      • They did it to the Nova, turned it into an aberration of itself with that POS Isuzu thing they badged in 1980. I have owned and driven many great 70’s GMs that have been bastardized into oblivion over the years, Chevelles, Novas, Camaros, Monte Carlos, Impalas, Firebirds, K-10s, LeSabres, Cutlasses, the list goes on, so the Camaro desecration is no surprise to me.

  14. Ha! This was a good one: “a Chevette could have been a “Corvette,” too – just by calling it that. So why didn’t GM “brand” the Chevette a “Corvette”?”

    ” ‘When I use a word,’ Humpty Dumpty said in rather a scornful tone, ‘it means just what I choose it to mean — neither more nor less. ‘ ”

    Bunny-hoppin’ in a Chevette with a manual… My how time flys.

    • Anon-1, this was fact taught to me when I was just 7-8 years old. My father was a PA petroleum engineer in the mid 1970’s. Spending summers in the PA oil fields, I learned a lot about the oil and gas industry when I was a kid. I remember when he told us one day in 1977 that the “energy regulatory commission” was going to start regulating of pricing all fuels by the BTU, so no source would be inexpensive, and govt would now determine affordability, not supply & demand, nor quantity, availability, and so on. I can tell you first hand that the U.S. has always had ample energy supply, dirt cheap, and it was always priced as such, until the early-70’s when the Federal Govt. began meddling with control of all energy sources. It wasn’t for national security, nor was it because of the OPEC embargo, as we could have easily done without OPEC oil during the 1970’s gasoline “shortage”, to this very day. This country sits on enough oil gas and coal to last 500-1000 years at today’s rate of consumption, and the 1960’s rate of industry & production. It has always been socialist restrictions by our government (mostly the EPA) that have caused our energy and other economic crises. Our nuclear power capabilities and safety are unparalleled, but equally unused for the same ideological & idiotic reasons.
      Most of this is part of the “welfare-state” plan implemented by POTUS Johnson & said administration in the late 1960’s. We got some relief in the 1980’s with de-regulation under Regan, which was actually JFK’s plan that got scrapped when he was assassinated. Dems. hate Regan because he was a party traitor.
      I’m going to stop now,or this will get ugly, and I can’t afford the “energy” for this right now.

      • Far from being “fossil fuel”, hydrocarbons are not only plentiful but are being created by yet-unknown processes deep within the earth.
        The term “fossil fuel” was coined in the 1950s when little was known about the processes by which oil is produced. Oil is “abiotic” in nature, as even depleted oil wells are “filling back up” from deep below the earth’s surface.
        Oil interests are drilling wells at 5,000 feet, 10,000 feet, and 15,000 feet and deeper, and coming up with oil deposits way below the layers and levels where “fossils” were known to exist.
        As Russia gained much expertise in deep-well drilling and coming up with oil deposits far deeper than that of the level of “fossils”, abiotic oil at extreme depths was actually a Russian “state secret” for a long time.
        Fossil material found in hydrocarbons are a result of these hydrocarbons migrating through fossil layers and are not a creation of fossils.
        At the rate oil is being pumped out of the ground, there is not enough fossil material to account for the amount of oil harvested.
        Not only that, but there are planetary bodies in which hydrocarbons are naturally occurring (without fossils).
        “Peak oil” and “fossil fuels” are discredited concepts that environmentalists and others are latching on to, in order to display their hatred of oil being a renewable resource as well as to push prices up.
        Follow the money.

        • Exactly what my Dad said, and did. We were working oil fields that had supposedly been “dry” since the ’50’s, but weren’t! As a Geology major in college I got even more informed in the early 90’s myself. Had a former neighbor, (and Eric also knows this weasel as well) that was always spouting Libtard rhetoric about “Peak Oil”, like a retarded harbinger of doom, 20+ years ago! The guy gets off using the government to billy-club everyone he disagrees with by proxy, because he is a pecker-less coward.

        • Yes, unfortunately one of many things I don’t like about his tenure. But I would still rather have Nixon now than Carter or Brain-Dead-Brandon, lol!

      • Can’t trade on plenty GTC. Scarce resources are expensive resources. But dad probably taught you that.

        Everybody laughed at “Energy too cheap to meter,” but at $0.02/KWh I don’t know that the cost of reading meters would be worth the effort. Just charge a flat fee per month that covers production, distrubution and maintanance, like your cable bill. But who wants that when there’s futures contracts to trade?

        I’m sure most of us heard the AlGohre rant at Davos this week. Old Al was VP when the whole “energy deregulation” push got started. He thought he was going to ride on top of the energy trade running a CO2 exchange -that way he’d make money on both sides of the trade, but low and behold, people figured out the con. Maybe he didn’t cut in the right people on the action, maybe they saw the obvious flaws. But what we got wasn’t what they sold us, that’s for sure.

  15. Why did they think this was a good idea? Did the mach E do very well or something in the US (hardly see them out here except for at dealer forecourts or when I get an offer for a huge discount)…. Talk about them running out of ideas!

    • Collectors. There are “Camaro” guys just like there are “Mustang” guys who bought the Mach-E.

      Numbers are higher than, say, the GNX back in the day, but the mortality rate on EVs kept in storage will be much higher because the systems are never truly “off” unless the batteries are removed/discharged, and, unlike a fuel tank, a battery will not store for 20 years.

      Someone rolling a Mach-E out of a garage under its own power a couple of decades from now will have something truly rare.


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