GM expects latest Transformers movie to boost Chevrolet sales in China

Article by Christian A., on July 2, 2014

General Motors is banking on the on the latest installment of the Transformers to help jump-start sales of six new Chevrolet models in China. "Transformers: Age of Extinction" – the fourth in the series --opened in theaters in China and the United States on June 27, 2014, and features GM vehicles like the Chevrolet Camaro sports car and Trax small SUV.

The movie – called TF4 by many of its fans -- provides GM a wide-ranging yet effective marketing tool when it rolls out six Chevrolets models in China this year. Tim Mahoney, the global chief marketing officer for the Chevrolet brand, remarked that TF4 will be a springboard for launching new products.

In 2013, Chevrolet posted a nine-percent surge in sales to 652,077 in a China market that grew 16 percent. GM's relationship with Transformers dates back in 2007, when the first of the series hit theaters around the world.

The 2007 Transformers featured a bright yellow Chevrolet Camaro that transforms into an Autobot named Bumblebee.

According to Mahoney, he himself has observed the effect of the movie in China -- more than 70 percent of Camaro sports cars are bought in the same color as the character. In contrast, only five percent of Camaros sold in the sold had the same color as Bumblebee.

Mahoney quipped that yellow is well associated with Chevrolet, thanks to the role that Bumblebee played in the Transformers series. GM is planning to use Chevrolet as it penetrates into smaller cities in China and its western region.

Bill Russo, president of Synergistics Ltd., remarked that Chevrolet’s slower growth in 2013 came "from not having the freshest product in the highest growth segments."

Topics: gm, chevrolet, sales, china, movies

If you liked the article, share on:

Comments

Recommended

We first heard of the fifth generation SEAT Ibiza earlier this year, and last week, the company finally revealed the all-new Ibiza at the international launch in Barcelona. The new...
by - May 22, 2017
The aftermath of the Takata airbag recall still largely resounds in the automotive industry, as big automotive companies like BMW, Mazda, Subaru and Toyota were extensively hit with what is...
by - May 22, 2017
Amid reports that major rival Volkswagen would cease producing 2016 and 2017 model year diesel cars following the wake of the "Dieselgate" scandal, it’s believed that Chevrolet sees its opportunity...
by - May 22, 2017
Honda recently whips out a new feature for the S660 Bruno Leather Edition. Any guesses? Well, it’s going to be an iPhone app that goes by the name Rev Beat....
by - May 22, 2017
And so it goes, Ford is not at all closing its doors to an all-electric F-150 pickup. The American manufacturer initially laid out its plans for an F-150 hybrid earlier...
by - May 22, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries