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Commentary: What Chevrolet Needs to Compete
What Chevrolet Needs to Compete
...Another commentary by mgescuro...
Chevrolet is becoming one of 2 full line brands at GM, and it is entering the global market. But Chevrolet is lacking one key ingredient. Consistency.
Much like I’ve been doing with Cadillac, we need to start looking at Chevrolet as a global brand and quit looking at it as an American brand. What I mean by “consistency” is to unify the Chevrolet “look.” Also, I mean Chevrolet needs to standardize on their names. By doing so, a sense of familiarity with the brand begins to form.
A lot of Chevy cars sold outside the US are supplied by Daewoo. And that’s great. But a few of those cars – Epica, Nubira, Captiva – would find a market in the US. In addition, Malibu/MAXX and Equinox would definitely make some inroads outside the US and would complement Vectra in most markets.
In doing so, people around the world would become more and more familiar with the entire Chevy lineup. Over time, Chevrolet would establish their name along side Toyota and Honda as a global, affordable, full-line car lineup. GM would have a true international brand, and a global lineup. Those come in from Europe or Asia to the US would purchase a Chevrolet as they would be familiar with the brand, much the same way Toyota and Honda attracts customers
Chevrolet needs a solid, consistent, global lineup.
What does it have now......
You have your sub-compacts and compacts: Matiz, Kalos, Lacetti, Aveo, Nubira, Cobalt, HHR
You have your compact/mid-sizers: Epica, Evanda, Malibu, MAXX
You have the full-sizers: Impala, Monte Carlo
You have the SUVs: Captiva, Equinox, Trailblazer, Tahoe, Suburban
You have the trucks and vans: Colorado, SSR, Silverado, Avalanche, Express, Uplander.
You have the sports cars: Camaro, Corvette
It’s just a matter of keeping the entire lineup consistent, keeping the names the same. A Cobalt in the US is a Cobalt in France. An Aveo in India is an Aveo in Australia. So the Spark in Turkey would become the Matiz… or drop Matiz and keep Spark. A Civic in Japan is a Civic in the US.. is a Civic in France… is a Civic in Brazil. It works!!
Standardizing on platforms, names, and quality of these cars will increase Chevrolet’s international brand recognition and presence, cause less consumer confusion (I’m not even sure I got all the non-US Chevy’s right), and consequently, save GM a ton of money cutting out redundant models and sharing parts and platforms.
Chevrolet is on the cusp of a true international revolution. GM just needs to hammer out the details, and then let Chevrolet run!
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