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

The new 2018 Ford Mustang GT, when equipped with its optional Performance package, will be able to produce 460 horsepower. It also comes fitted with Michelin Pilot Sport 4S tires...
by - October 19, 2017
It’s not as if the Porsche 718 Boxster and Cayman are not already impressive cars. The automaker has just given us more reasons to love the twins. The 2018 model...
by - October 19, 2017
After months of dropping online teasers, Polestar finally reveals its very first production car virtually. The Polestar 1 is a two-door coupe that gets its design inspiration from the 2013...
by - October 19, 2017
While the official premiere of 2018 Jeep Wrangler (JL/JLU) is already set this December, fans everywhere rejoiced at having had something like this appear on the web. Yes, everything we...
by - October 19, 2017
South Korean carmaker Kia will try to follow up the success of its Sportage compact sports utility vehicle by introducing a smaller SUV (subcompact) in the United Kingdom in the...
by - October 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