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:

Comments

Recommended

Opel revealed it has sweetened the pot for 2017 Insignia Grand Sport customers with the Opel Exclusive program. Through this program, the brand hopes to introduce a wide selection of...
by - February 22, 2017
Fireball Performance Cars has been known to make the fastest sixth generation LT1 Camaros in the world. Once again it has managed to walk the talk as it hit a...
by - February 22, 2017
The North American unit of German premium carmaker BMW is recalling around 19,000 units of its BMW i3 electric vehicle because of the risk of fuel leak. You may ask,...
by - February 22, 2017
A publication by the U.S. Patent and Trademark Office revealed that Honda is still looking into the Project 2&4 Concept. Officially unveiled during the 2015 Frankfurt Motor Show, the Project...
by - February 22, 2017
Barely a month before its official debut, Hyundai gave everyone a taste of what’s to come with the 2017 Hyundai i30 Wagon. Despite what little was shown, it did not...
by - February 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