Chevrolet is set to become General Motors’ lead brand in western Europe in the wake of the Vauxhall/Opel sell-off.
The Korean-based value brand is set for serious expansion as GM turns its attentions from loss-making Vauxhall/Opel. With the loss of those marques, GM is committed to building its global brand in the highly competitive western European market.
Chevrolet, which is the largest-volume GM brand by some margin, sold more than 507,000 cars in Europe and Russia in 2008, despite the credit crunch, a figure up 11 per cent on 2007 and good enough for a 2.3 per cent market share.
However, 235,000 of those sales were in Russia, which has embraced Chevrolet to the extent that it is now the number one import brand.
GM sources say Chevrolet will remain a value brand while Magna, the new owner of Vauxhall/Opel, will continue to try to push those brands further upmarket.
The Chevrolet Cruze saloon, which is based on the same Delta II platform as the new Astra, is already selling well in China, India and South America. However, European sales of the Cruze are expected to take off in 2011 when a five-door hatchback version arrives.
Before then, Chevrolet is placing great hopes on the new Spark city car, which goes on sale next February. Engineered by GM-DAT in Korea, it is based on an all-new platform that would have also underpinned the next-generation Corsa.
Also due next year is the seven-seat Orlando crossover, which is based on a stretched version of the Delta II platform.
In 2012 the all-new Aveo supermini will be launched in Europe. In the same year sources expect a Chevrolet rival to the Insignia, based on the same Epsilon platform.
By 2012, say insiders, Chevrolet could have increased western European sales from 265,000 units a year to well over 500,000.
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Re: GM to push Chevrolet in Europe
well chevy is quite good brand to go with but it does give some problems. i recently had some problem with my old chevy truck and had to replace the oil cooler lines. it ended up costing a bit high overall..
Re: GM to push Chevrolet in Europe
2 questions to throw into the pot ,
1, GM has expert knowledge of car making in Europe from Vauxhall/Opel and used Chevrolet as its "Cheap" brand in Europe so could turn Chevrolet around to Vauxhall standard within the next product (CAR) replacement plan which could be as little as 5 years for the whole brand.
2, GM only have a 35% stake in Opel/Vauxhall so wont want to place the many,many millions of there cash into Opel when that money is going to Chevrolet who are now in effect chasing/compeating in the same market.So what will happen when Magna need to replace the Corsa,Insignia and Astra,surely GM wont want to put in all those millions into a company that is in effect a competitor to it and can Magna have all the funds for replacments it will need for the next series of Opels.
If GM wanted to they can make Chevy a match for Opel , only time will tell.
Re: GM to push Chevrolet in Europe
I think Vauxhall/Opel is in a good position with the existting Corsa, Insignia and the upcoming Astra. Best of all it does not have to be under consistent pressure from a underperforming parent.
The biggest problem is for GM, without Vauxhall/Opel their presence in Europe is next to zilch. Gm has been struggling with the Chevrolet badged Daewoos for nearly a decade now without any success, launching a couple more slightly cheaper, average cars will not change its fortunes by much.