Would new models bolster Chevrolet’s tenuous foothold in the European automotive market?
Chevrolet’s 2005 relaunch in Europe was, to say the least, a rather understated affair, with a model range that was composed entirely of rebadged and very mildly facelifted Daewoo models from South Korea. Although the first new Chevrolet model for Europe, the Captiva crossover, had been unveiled at the Paris motor show in September 2004, it did not go on sale until early 2006. Nevertheless, European sales for 2005 came in at 211,737(2) units, representing a modest 1.87% increase over the previous year. This was respectable, but certainly not the step-change that General Motors might have hoped for following the rebranding.
Chevrolet abandoned Daewoo’s unique marketing proposition of fixed price sales and outsourced servicing. Instead, it set about establishing a traditional dealer network, often paired with existing Opel or Vauxhall dealerships. How this was viewed by the dealerships concerned is open to speculation: did it provide potential for increased sales, or simply unwanted internal competition and added complexity and confusion? Continue reading “That’ll be the, er…Chevrolet? (Part Two)”
Just one of many indignities heaped upon the storied US marque by its abusive parent, General Motors.
Chevrolet is a truly iconic automotive name. The company was founded in 1911 by Swiss-born racing car driver and motor engineer Louis Chevrolet. His partners in the new venture were his brother, Arthur, and William C. Durant. The latter had been fired by General Motors in 1910, just two years after he had co-founded GM to be a holding company for The Buick Motor Company, which he owned, and the simultaneously acquired Olds Motor Works, manufacturer of Oldsmobile cars.
The US auto industry evolved very rapidly in the second decade of the 20th Century. Chevrolet fell out with Durant in 1914 and sold his share in the fledgling but already successful company. The automaker continued to thrive, to the extent that Durant was able to buy a controlling stake in General Motors in 1918, folding Chevrolet in as another division of the rapidly growing conglomerate.
The Daewoo Espero was launched thirty years ago and was the company’s first unique model. We look back at a car not without merit, but out of time.
Here at DTW we have an irrational fondness for plucky underdogs that some might say borders on the perverse. Just as with famous celebrities, their appeal to us is only heightened by an untimely and premature demise. Daewoo is one such marque, but has not yet secured its own place in the DTW archives and is mentioned as an aside in only ten out of more than three thousand contributions. Today it’s time to Continue reading “Hope vs Experience”