GEO: Forgotten Automotive Manufacturers | The Each day Drive

July 7, 2025

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The Chevrolet sub-brand that didn’t sluggish the Japanese invasion.

1989 GEO Lineup

With a showroom filled with vehicles and vans right-sized and right-priced to fulfill the calls for of a nation fatigued by excessive inflation and costly gasoline, Toyota noticed large retail beneficial properties within the U.S. through the Eighties.

GEO: Forgotten Automotive Manufacturers

Between 1985 and 1988, the Japanese carmaker noticed gross sales leap from round 925,000 items to 1.25 million. Toyota was not alone. Different makers from the island nation, together with Honda, Nissan, and Mazda had been carving out significant chunks of the U.S. market as properly.

With a portfolio of bigger and extra conventional autos, and nearly nothing within the lineup to counter the Japanese invasion, Common Motors hatched a plan and… it was a doozy.

Desirous to counter the gross sales successes loved by upstart Japanese-brand rivals, Common Motors determined meet the enemy head-on…with their very own merchandise. Actually.

That plan was GEO, a brand new GM model stocked with small, inexpensive autos sourced by Japanese carmakers. The GEO Lineup, which reached 5 fashions at one level, included autos constructed by the likes of Isuzu, Suzuki, and Toyota.

The brand new franchise was provided to Chevrolet sellers, 80 p.c of which selected to take part in this system. The small, fuel-efficient GEOs had been retailed on the identical heaps as a lot bigger Chevrolet Malibus and Caprices, in addition to—curiously—Chevy’s personal, and slightly fashionable, compact Cavalier.

GEO was neither successful nor a failure. Nevertheless it did fail to attract many import intenders into Chevy/GEO shops. Between 1989 and 1997 about 800,000 GEOs discovered consumers. Throughout the identical interval, Chevrolet constructed and offered roughly 2 million Cavaliers.

GEO wrapped issues up after 1997. Oddly, a number of GEO fashions would soldier on as Chevy merchandise, probably complicated the shopping for public considerably. Shared beneath are the vehicles and vans offered as GEOs. What number of of those have you ever seen on the street?