Chevrolet will strengthen its global growth strategy with the introduction of a new range of small, compact and midsize vehicles throughout Europe , beginning in January 2005.
Initially the product will be developed for Europe by GM Daewoo Auto & Technology Company Ltd. (GM DAT) in South Korea, but over time additional models will be introduced from other facilities within GM's worldwide manufacturing network. This reflects GM’s strategy to increasingly position Chevrolet as its affordable entry-level brand for developed markets, and a volume mainstream brand for emerging markets.
Chevrolet cars built by GM DAT are already sold in several markets in Central and Eastern Europe, in North and South America, in several Asian markets and South Africa. Sales of these Chevrolet cars have exceeded expectations. Ongoing investments in the South Korean operations of 1.5 billion US Dollars underline GM’s confidence in GM DAT’s design, engineering and manufacturing capabilities. At the Paris Motor Show, the S3X concept car will offer a preview of possible styling cues for future Chevrolet models. When the production version is launched in 2006, it will be the first diesel-powered Chevrolet in Europe.
The new Chevrolet Europe organization is formed from the current European GM Daewoo infrastructure and will be responsible for the launch and subsequent sale of Chevrolet cars. Chevrolet will offer its customers a pan-European network of over 1,800 outlets. Existing Daewoo owners will continue to enjoy the same terms of warranty. Their vehicles will be serviced at the same retailers and service outlets selling the new Chevrolet line-up. The new organization will align its activities with the overall GM Europe Sales, Marketing & Aftersales organization.
Jonathan Browning, GM Europe Vice President of Sales, Aftersales & Marketing said, “Chevrolet has a global presence in more than 70 countries with sales last year of over 3.6 million vehicles. The new range of Chevrolet cars will provide the affordable entry brand in GM’s new European product strategy as we move forward with Opel/Vauxhall supported by Saab, Corvette and Cadillac”.
Erhard L. Spranger, Executive Director of Chevrolet Europe, said, “We now have a product range that has the potential to grow beyond its previous limits and we can realise that potential growth in Europe much faster as part of a worldwide brand. Chevrolet provides a strong growth opportunity”.
The current line-up of North American built Chevrolets is sold in all EU countries, along with Switzerland and Norway . Distribution of the Chevrolet Trailblazer, Trans Sport and Tahoe will remain the sole responsibility of GM’s partner, the Kroymans Corporation, based in The Netherlands.
Text and photos courtesy of GM
