Building a new brand is expensive and difficult. That is especially true in the Automobile industry with its long buying cycles. Just think of Saturn or Smart.
Thus, the automotive industry is seeing brand revivals.
VW’s Audi is using its original name “Horch” in China. And its almost dead Bugatti brand is relaunching as Bugatti-Rimac.
Stellantis is reviving the Alpine sports car label. And its Italian brand Lancia is planing to re-enter markets outside Italy.
Chinese SAIC is reviving the formerly British MG brand.
There are successful revivals like MINI, or the FIAT 500. And there are the less successful ones like Maybach, or the Beetle.