Vice chairman of General Motors announces that the Chevrolet brand will be pulled from Europe in order to focus on Opel and Vauxhall

General Motors is set to shut down the European arm of Chevrolet by the end of 2015.

The move will allow GM to focus its efforts on the Opel and Vauxhall brands, which have been struggling in the increasingly tough European marketplace.

Speaking to Reuters, Stephen Girsky, vice chairman of General Motors, said: "We have growing confidence in the Opel and Vauxhall brands in Europe. We are focusing our resources in mainstream Europe."

Chevrolet's current line-up includes the Aveo, Cruze and Camaro. Many of its models - including the Volt, Captiva and Trax - are also offered by Vauxhall, however, badged the Ampera, Antara and Mokka.

Reputedly the decision has been made without any influence from the company's associations with Peugeot. "This is done independent of the PSA relationship," said Girsky.

"Basically (we will) shut away the one per cent share company in Europe. The financial results have been unacceptable."

A GM spokesperson told Autocar: "The market has been in decline for a couple of years. This decision has no impact on GM's focus on Europe and it is 100 per cent behind Opel and Vauxhall.

"Customers in the UK and Europe will be looked after. Depending upon the model, we can guarantee availability of original parts for up to ten years. And together with our dealers and authorised repairers we will ensure that service will be provided indefinitely."

Many Chevrolet dealerships are also dual branded with Opel or Vauxhall, allowing them to continue serving existing customers despite the dropping of the Chevrolet brand.

The move will also help GM, which manufacturers 90 per cent of its European Chevrolets in Korea, utilise its production facilities to supply more profitable markets like Russia and Korea itself.

“We will continue to become more competitive in Korea,” said GM Korea President and CEO Sergio Rocha. “In doing so, we will position ourselves for long-term competitiveness and sustainability in the best interests of our employees, customers and stakeholders, while remaining a significant contributor to GM’s global business.”

New Chevrolets will continue to be sold in Europe for the next two years in order to utilise remaining stock and production, after which GM will focus primarily on Opel and Vauxhall.

The brand will, however, continue to offer select vehicles - like the Corvette - in Western and Eastern Europe, while maintaining a presence in Russia and the Commonwealth of Independent States.

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Comments
26

5 December 2013
Daewoo was a failure in Europe - rebadging it Chevrolet wasn't going to alter that - moving up to mainstream simply brought them into conflict with Opel/Vauxhall. VAG have managed multi-tier brands but no-one else has.

5 December 2013
[quote=Ruperts Trooper]Daewoo was a failure in Europe - rebadging it Chevrolet wasn't going to alter that - moving up to mainstream simply brought them into conflict with Opel/Vauxhall. VAG have managed multi-tier brands but no-one else has.[/quote] So long as you don't count large Audi saloons, higher end VWs and SEAT. Renault-Nissan, if the relaunch of 'Renault' goes as planned have done a fairly good job with Dacia, Infinity and the differentiation between Nissan - Renault sister models is much more distinct than VAG's BL badge engineering approach. I have to agree, show is going to buy Daewoo/Chevrolet when you have Kiayundai, Skoda and even Dacia as competitors.

5 December 2013
[quote=marj][quote=Ruperts Trooper]Daewoo was a failure in Europe - rebadging it Chevrolet wasn't going to alter that - moving up to mainstream simply brought them into conflict with Opel/Vauxhall. VAG have managed multi-tier brands but no-one else has.[/quote] So long as you don't count large Audi saloons, higher end VWs and SEAT. Renault-Nissan, if the relaunch of 'Renault' goes as planned have done a fairly good job with Dacia, Infinity and the differentiation between Nissan - Renault sister models is much more distinct than VAG's BL badge engineering approach. I have to agree, show is going to buy Daewoo/Chevrolet when you have Kiayundai, Skoda and even Dacia as competitors.[/quote] We all have our favourite marques, but given this is about sales figures in Europe, you really cannot say Infiniti is a success in Europe (outside of Russia). It has been one of the biggest failures to date, from Germany to the UK and sales are miniscule. Uk sales of Infiniti this month? 20 cars. Compared to 462 Alfas and 616 Lexus.

5 December 2013
Hopefully we will end up with a Vauxhall Camero, and Vauxhall Corvette then. it would be a shame if we lost these 2, but the rest if not already sold as Vauxhall's wont be missed.

5 December 2013
I could never understand the logic of having struggling Opel/Vauxhall (with basically good products) competing with Chevrolet, which,with its european mainstream models is a budget brand. Not a smart way to try to save Opel/Vauxhall. GM management over the years never fails to amaze me. Neither brand was strong enough to operate this model.

5 December 2013
It can't be a co-incidence that the brands that have performed badly or struggled financially in Europe were all GM owned. Cadillac, Saab and now Chevrolet. GM appears to have no comprehension of how to market or promote their brands outside of the US, while many of their models are simply rebadged versions of their core mainstream models produced by Chevrolet and Opel. And to say that they want to promote the Vauxhall brand is an insult as Vauxhall as a brand died 40 years ago when it simply became a badge which is slapped on Opel or Holden models. And GM is now doing the same doing Buick too.

5 December 2013
Just looking at the Trax Vs Mokka and the Captiva Vs Antara and to be honest the Chevrolet version are better looking than the Vauxhalls. Not just on the outside either. Inside the Chevrolet looks far more modern whereas the Vauxhalls look like handovers from two decades previous. That surprises me. Like many British you always have the impression, through reading various car magazines as you grow up, that American cars are a bit rubbish. But having been to the US a few times in the last few years I can assure you that they've got products to rival European offerings. And I have to admit I really do love the trucks such as the F150/F250 and especially the F350. Plus others like the Dodge Ram. Wouldn't work in the UK, but in the USA they're ideal.

5 December 2013
Looking forward to hearing ‘American Pie’ again without thinking of a Korean-built, re-badged Daewoo Matiz. Whose idea was that for goodness sake? So bye bye Miss American Pie…

5 December 2013
Cannot understand why GM persist with Vauxhall branding in the UK. If the name of the game is saving money just have Opel in Europe - it's exactly the same car.

5 December 2013
They've already axed Chevrolet in Ireland to concentrate on Opel. Never fully understood the logic of having a brand with so much overlap with Vauxhall/Opel, especially as some vehicles are purely badge engineered variants of the other. As said above, when we think of Chevy here, we think of pickups, large saloons and muscle cars. Perhaps if they let it lie for a decade, then use it as a luxury car brand bringing over big saloons and sports cars? If they really need a budget brand and a 'premium mainstream' brand, why not position Vauxhall and Opel as such? The PSA tieup is another angle, GM were going to end up with Citroen and Chevy fighting at the budget end, Vauxhall-Opel and Peugeot in the middle, DS at the top end.

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