GM will push Chevrolet as its entry-level brand in Europe, move Opel up-market

Article by Christian A., on August 8, 2011

So that Opel could better compete with Volkswagen AG, General Motors has decided to move the European brand further up-market. Several GM executives like CEO Dan Akerson and Chief Marketing Officer Joel Ewanick told analysts last Tuesday in Detroit that the company sees the need for the identities of its brands to be distinct.

GM will play up Opel's German heritage as a means to connect with consumers and steal some of Volkswagen's market share.

Ewanick said that at the same time, GM will boost the campaign of Chevrolet as the entry-level brand in Europe. In 2005, GM relaunched Chevrolet in Europe but it has not had much success. Chevrolet’s market share in Europe in 2010 was just 2.5%. Ewanick said that it will always be difficult for Chevrolet to penetrate the German market.

Ewanick said that Opel would be “very viable” in Germany due to its heritage and because it is its “home turf.” As a result, it will be able to rival Volkswagen. Akerson explained that Opel would only need to grow slightly for it to be competitive in Europe and in Germany in particular.

Akerson said that in the five years before the bankruptcy, the automaker lost most of its market share in Germany. He said that the automaker had been successful with using this strategy for Buick in North America.

Topics: gm, chevrolet, opel

If you liked the article, share on:

Pin It

Comments

Recommended

Reddit user Jdubbswrx spotted a rather deceptive move coming from the German automotive manufacturer Audi. He posted an image of the supposed exhaust of the new 2018 Audi SQ5 sporting...
by - March 29, 2017
McLaren car owners will be thanking the automotive company as it has decided to roll out new goodies for the 540C, 570S and 570GT sports car line-up. From this series...
by - March 29, 2017
On July 11, Audi is set to reveal its flagship luxury sedan, the all new A8. And at this moment, none of us are sure how this model will look....
by - March 29, 2017
The recent Porsche 911 is definitely considered one of the most elite sports car to grace the roads worldwide. The task of producing its successor is challenging enough for the...
by - March 29, 2017
British startup Zenos, which entered bankruptcy administration earlier this year is now back in business. The Norfolk-based sports car manufacturer was bought by a consortium of investors headed by AC...
by - March 29, 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