GM needs to distinguish Chevrolet and Opel in Europe, in order to boost sales

Article by Christian A., on September 20, 2011

Chevrolet’s stand at the Frankfurt Motor Show featured classic models: a 1957 Bel Air convertible, a 1941 Master Deluxe and an early Corvette. It’s clear that Chevrolet wanted to highlight the American brand’s heritage.

Playing up the U.S. identity of Chevrolet is a core element of a tricky marketing challenge for GM in Europe. For several years, General Motors had one mainstream, volume brand in Europe -- Opel.

However, GM is on track to sell around 500,000 Chevrolets in the European region this year, according to Autonews. Many of those vehicles are manufactured on the same architectures as Opel's and utilize many of the same components, providing GM the assignment of keeping the two brands separate in the minds of the consumers.

Nick Reilly, who is the president of GM Europe, has disclosed that so far, by research, the company is "very successful" in keeping the two brands apart.

Despite the fact that U.S. brands have had mixed success, at best, in Europe, Wayne Brannon, who is Chevy Europe brand boss, revealed that Chevy's American identity gives it unique character in Europe.

This scenario separates the brand from every other brand in Europe, according to Brannon, adding that classic car clubs for Corvette and Chevrolet owners form a good base for the identity. Ford, which is the only other U.S. vehicle manufacturer that sells at high volume in Europe, is generally seen as a European brand, Brannon added.

Topics: gm, opel, chevrolet, europe, sales

If you liked the article, share on:

Comments

Login or Create new account to add a comment!

Recommended

Cadillac’s CT6 full-size prestige-luxury sedan is still somewhat new. It has been offered to the global auto market for two model years – 2016 and 2017. But for those who...
by - February 19, 2017
In many industries, it is the rivalries that make things exciting. In basketball for example, there is the well-known rivalry between the Los Angeles Lakers against the Boston Celtics. For...
by - February 19, 2017
Now on sale in several major markets around the world including Europe, the BMW 5 Series (G30) heralds the arrival of the new seventh generation and represents a whole new...
by - February 19, 2017
Just recently, it was speculated that a new Porsche Cayman GT4 RS is coming. There is no official confirmation yet from the German sports car maker, but the arrival of...
by - February 18, 2017
Will there be a BMW M4 CS? Apparently, there is a Club Sport version of the BMWM4 after it was sighted in California doing a shoot for a new commercial...
by - February 18, 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