Don’t you ever feel like something’s off in the car world? Sometimes two models look exactly the same. Same body, same interior, same engine. Yet one carries a Lancia badge, the other a Chrysler. One says Toyota, the other Mazda.It’s not a coincidence. It’s a technique the industry has used for decades to bypass obstacles, cut costs, and sell cars in markets where it would otherwise be impossible. It’s called badge engineering — and it’s a lot smarter than it sounds. Let’s take a look at some of the most curious cases and the logic behind them.Lancia Ypsilon – Chrysler Ypsilon
When Fiat acquired Chrysler, it faced a dilemma: Lancia was still beloved in Italy, but completely unknown in the UK. Instead of spending a fortune to launch a new brand from scratch, Fiat took the Ypsilon, swapped the badge, and sold it as the Chrysler Ypsilon. The body was identical, only with right-hand drive and a few minor tweaks. This way, they could use Chrysler’s existing dealer network without investing heavily in marketing or setting up new showrooms.
When Fiat acquired Chrysler, it faced a dilemma: Lancia was still beloved in Italy, but completely unknown in the UK. Instead of spending a fortune to launch a new brand from scratch, Fiat took the Ypsilon, swapped the badge, and sold it as the Chrysler Ypsilon. The body was identical, only with right-hand drive and a few minor tweaks. This way, they could use Chrysler’s existing dealer network without investing heavily in marketing or setting up new showrooms.
Subaru BRZ – Toyota GT86 – Scion FR-S
Toyota and Subaru joined forces to create a small, rear-wheel-drive sports car designed for people who truly love driving. Instead of developing two separate models, they built a single car and released it under three different names: Subaru BRZ, Toyota GT86, and Scion FR-S in the United States.This way, they could split the development costs — which would have been far too high for such a niche car to bear alone. The different badges simply helped tailor the model to each market and audience.
Toyota and Subaru joined forces to create a small, rear-wheel-drive sports car designed for people who truly love driving. Instead of developing two separate models, they built a single car and released it under three different names: Subaru BRZ, Toyota GT86, and Scion FR-S in the United States.This way, they could split the development costs — which would have been far too high for such a niche car to bear alone. The different badges simply helped tailor the model to each market and audience.
Fiat 124 – Lada Zhiguli (VAZ 2101)
In the 1970s, Fiat sold the design of the 124 to the Soviet Union. The Soviets used it as the foundation for the VAZ 2101 — better known to us as the Lada Zhiguli. They reinforced the suspension, changed materials to handle the harsh climate, and kept its Italian heart intact.With this move, Fiat managed to cash in without worrying about production. Essentially, they turned an already amortized model into a long-term revenue stream — by selling its license to an entire nation.
In the 1970s, Fiat sold the design of the 124 to the Soviet Union. The Soviets used it as the foundation for the VAZ 2101 — better known to us as the Lada Zhiguli. They reinforced the suspension, changed materials to handle the harsh climate, and kept its Italian heart intact.With this move, Fiat managed to cash in without worrying about production. Essentially, they turned an already amortized model into a long-term revenue stream — by selling its license to an entire nation.
Audi A4 B7 – SEAT Exeo
When Audi ended production of the A4 B7, the Volkswagen Group decided not to retire it entirely. The chassis, interior, and many components were handed over to SEAT, which used them to create the Exeo.With this move, SEAT was able to offer a high-end sedan — a simple way to breathe new life into a proven project and boost the Spanish brand’s perceived value without touching the R&D budget.
When Audi ended production of the A4 B7, the Volkswagen Group decided not to retire it entirely. The chassis, interior, and many components were handed over to SEAT, which used them to create the Exeo.With this move, SEAT was able to offer a high-end sedan — a simple way to breathe new life into a proven project and boost the Spanish brand’s perceived value without touching the R&D budget.
Fiat Sedici – Suzuki SX4
Fiat and Suzuki joined forces to build a compact urban SUV that could appeal to both European and Asian markets. The result was a single model sold under two different names: Fiat Sedici and Suzuki SX4.The two companies split responsibilities and markets, optimizing production in a single plant in Hungary. This strategy allowed both brands to save significantly on industrial costs and enter the crossover segment without having to invest in separate projects.
Fiat and Suzuki joined forces to build a compact urban SUV that could appeal to both European and Asian markets. The result was a single model sold under two different names: Fiat Sedici and Suzuki SX4.The two companies split responsibilities and markets, optimizing production in a single plant in Hungary. This strategy allowed both brands to save significantly on industrial costs and enter the crossover segment without having to invest in separate projects.
Chrysler 300C – Lancia Thema (2011)
In 2011, Fiat decided to bring back the Lancia Thema — but instead of designing a brand-new flagship, they took the Chrysler 300C and “Europeanized” it. The result featured a more refined interior, a retuned suspension, and styling details that toned down its American flair.The goal was simple: to create an Italian luxury sedan quickly and without the massive cost of full development. By reusing an existing Chrysler model, Lancia could reenter a segment it had long abandoned while keeping financial risks to a minimum.
In 2011, Fiat decided to bring back the Lancia Thema — but instead of designing a brand-new flagship, they took the Chrysler 300C and “Europeanized” it. The result featured a more refined interior, a retuned suspension, and styling details that toned down its American flair.The goal was simple: to create an Italian luxury sedan quickly and without the massive cost of full development. By reusing an existing Chrysler model, Lancia could reenter a segment it had long abandoned while keeping financial risks to a minimum.
Fiat Panda – SEAT Marbella
After Fiat and SEAT ended their partnership, the Spanish carmaker continued producing the old Fiat Panda with only minor updates — and rebranded it as the Marbella. Fiat could no longer sell that model, but SEAT was allowed to do so locally.This move let SEAT offer an affordable and durable city car for years without having to develop a new one. It was a simple way for the brand to stay competitive in the popular compact segment with virtually zero design costs.
After Fiat and SEAT ended their partnership, the Spanish carmaker continued producing the old Fiat Panda with only minor updates — and rebranded it as the Marbella. Fiat could no longer sell that model, but SEAT was allowed to do so locally.This move let SEAT offer an affordable and durable city car for years without having to develop a new one. It was a simple way for the brand to stay competitive in the popular compact segment with virtually zero design costs.
Ford Crown Victoria – Mercury Grand Marquis – Lincoln Town Car – Mercury Marauder
Four cars, one chassis. Ford’s Panther platform gave birth to models that looked and felt completely different: the Crown Victoria for police and taxi fleets, the more refined Grand Marquis, the luxurious Lincoln Town Car, and the sporty Mercury Marauder.With a single architecture, Ford managed to serve multiple market segments — from budget-conscious buyers to premium customers. This approach slashed industrial costs, simplified maintenance, and kept factory capacity running at full throttle.
Four cars, one chassis. Ford’s Panther platform gave birth to models that looked and felt completely different: the Crown Victoria for police and taxi fleets, the more refined Grand Marquis, the luxurious Lincoln Town Car, and the sporty Mercury Marauder.With a single architecture, Ford managed to serve multiple market segments — from budget-conscious buyers to premium customers. This approach slashed industrial costs, simplified maintenance, and kept factory capacity running at full throttle.
Toyota Yaris – Mazda2 Hybrid
Since 2022, the Mazda2 Hybrid sold in Europe has essentially been a Toyota Yaris with a Mazda badge. Mazda hadn’t developed its own compact hybrid, and rather than pouring massive investments into a segment where it lagged behind, it struck a deal with Toyota.This allowed Mazda to enter the hybrid market quickly and efficiently, leveraging proven technology while adapting it to its own style — the perfect shortcut to avoid being left out of an increasingly vital market.
Since 2022, the Mazda2 Hybrid sold in Europe has essentially been a Toyota Yaris with a Mazda badge. Mazda hadn’t developed its own compact hybrid, and rather than pouring massive investments into a segment where it lagged behind, it struck a deal with Toyota.This allowed Mazda to enter the hybrid market quickly and efficiently, leveraging proven technology while adapting it to its own style — the perfect shortcut to avoid being left out of an increasingly vital market.
Lancia Delta – Saab-Lancia 600
In the 1980s, Saab was looking for a way to offer a modern compact car without developing one from scratch. The result was the Saab-Lancia 600 — essentially a first-generation Lancia Delta with a few styling tweaks, sold in the Nordic countries under a badge more familiar to local buyers.This partnership allowed Saab to skip an expensive development phase, while Lancia gained access to a market where it had little to no presence. It was a smart way for both brands to gain visibility and commercial traction with minimal effort.
In the 1980s, Saab was looking for a way to offer a modern compact car without developing one from scratch. The result was the Saab-Lancia 600 — essentially a first-generation Lancia Delta with a few styling tweaks, sold in the Nordic countries under a badge more familiar to local buyers.This partnership allowed Saab to skip an expensive development phase, while Lancia gained access to a market where it had little to no presence. It was a smart way for both brands to gain visibility and commercial traction with minimal effort.
Behind Every Badge, a Strategy
Badge engineering isn’t a sneaky trick — it’s a clever strategy to control costs, reduce risks, and multiply market presence. Changing a car’s name might seem superficial, but it’s often the key to keeping an entire company’s balance sheet healthy.In an industry where developing a new model can cost over a billion euros between R&D, testing, and industrialization, reusing platforms, mechanics, or even whole vehicles becomes an essential move for anyone who wants to stay competitive.Whether it’s about entering new markets, saving time, or spreading costs across multiple brands, badge engineering is one of those tactics that — when done right — goes almost unnoticed. Except by us car enthusiasts, of course.Behind every badge lies a strategic decision, a technical compromise, or a smart maneuver to gain ground. And next time you spot a car that looks oddly familiar, take a closer look — you might just be looking at its twin.
Badge engineering isn’t a sneaky trick — it’s a clever strategy to control costs, reduce risks, and multiply market presence. Changing a car’s name might seem superficial, but it’s often the key to keeping an entire company’s balance sheet healthy.In an industry where developing a new model can cost over a billion euros between R&D, testing, and industrialization, reusing platforms, mechanics, or even whole vehicles becomes an essential move for anyone who wants to stay competitive.Whether it’s about entering new markets, saving time, or spreading costs across multiple brands, badge engineering is one of those tactics that — when done right — goes almost unnoticed. Except by us car enthusiasts, of course.Behind every badge lies a strategic decision, a technical compromise, or a smart maneuver to gain ground. And next time you spot a car that looks oddly familiar, take a closer look — you might just be looking at its twin.
