Currently reading: GM to axe Chevrolet in Europe by 2015
Vice chairman of General Motors announces that the Chevrolet brand will be pulled from Europe in order to focus on Opel and Vauxhall
Lewis Kingston
News
2 mins read
5 December 2013

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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opelvaux 7 December 2013

Vauxhall

The vauxhall name is bigger in the UK than the opel brand could ever be! The UK press need to give the vauxhall brand a break. Quality is better than its ever been! Hopefully after years of bad US management opel/vauxhall/buick will become a brand together. GM should then add the Chevy camaro and corvette as the sports brand with Cadillac as the luxury brand. But they need to give Europe decent cars to compete with BMW etc. And RHD versions. For the size of GM they need to once and for all get their global act together. There won't be a bail out again.
Halfabee 6 December 2013

What strategy?

I thought GMs strategy was for Chevy to be their global budget brand, and Cadillac their global premium brand. With this announcement neither brand will be present in Europe - so what's the plan now then? And what about all the dealers who have invested millions in Chevy showrooms? WIll GM compensate them? Bet they don't.
reidbrand 5 December 2013

Chevy UK

Big mistake using no nothing Canadian top Management.

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