Corvette may be going plural.

General Motors Co. is working on a strategy to build at least one new electric vehicle inspired by its Corvette sports car, potentially expanding the brand from a single performance model into a family of vehicles, people familiar with the matter said. If the plan is approved, the most likely model to emerge later this decade would be a marriage of a crossover SUV and a sports car.

The automaker has toyed with the idea of building different types of vehicles with Corvette styling and performance in the past but never took the plunge. Purists worried about muddying the image of a vehicle with legions of die-hard fans and owners.

The General Motors Co. (GM) 2020 Chevrolet Corvette Stingray sports car is unveiled during an event in Tustin, California, U.S., on Thursday, July 18, 2019. With the all-newCorvette, which GM's Chevrolet division showed off outside Los Angeles late Thursday, the sports car born in the 1950s is getting a radical makeover to shove it into the modern era.

GM has designers working on several Corvette-brand concept vehicles that target a wider range of buyers, said the people, who asked not to be named because the plan has not been publicly unveiled. These seek to blend Corvette’s reputation for high-performance driving and rakish styling with creature comforts such as more interior room and storage, the people said. They added that the program is referred to internally as Project R or Brand R.

A GM spokesman declined to comment.

The company’s stock rose as much as 2.4% to $52.75 in after hours-trading in New York following the news. It closed at $51.53, setting a record for a third consecutive day.

A Corvette SUV could go on sale as soon as 2025 but probably after that, one of the people said. That would follow similar efforts to cash in on renowned nameplates by several other automakers who’ve expanded their niche brands beyond core vehicles.

Ford Motor Co. recently launched an electric crossover called the Mustang Mach-E sporting its iconic pony-car name. Lamborghini debuted an ultra-luxury sport-utility vehicle called the Urus in 2018, and sibling Volkswagen AG sports-car brand Porsche has sold more SUVs than sports cars for years. The Corvette model GM is most likely to build has a similar profile to the Mach-E and Urus, the people said.

GM plans to sell an electric pickup under the Hummer brand once known for SUVs. Ferrari has expanded its lineup and now has a market value of about $42 billion.

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