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

Article by Christian Andrei, 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

In Japan, Toyota stays in the limelight by always cooking up something new for its famous 86 sports car. A colour orange Toyota 86 performance edition is one that’s hard...
by - December 4, 2016
Back in 2009, Nissan first introduced the Nissan Leaf, the company’s first all-electric vehicle. LEAF stands for Leading Environmentally-friendly Affordable Family car and this particular EV has been considered as...
by - December 3, 2016
In the minivan segment, the 2017 Chrysler Pacifica is already impressive in terms of fuel economy figures – as rated by the United States Environmental Protection Agency. In fact, the...
by - December 2, 2016
Having a blacked-out Bentley Mulsanne Speed is already menacing by itself but by naming it as the Bamford X, it became all the more imposing. This model was made by...
by - December 2, 2016
We have good news for those who are waiting for the latest version of the Mazda CX-5 compact crossover. It was just unveiled in November at the 2016 Los Angeles...
by - December 2, 2016
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