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)”
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