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Chevrolet India : The Way Forward

2K views 20 replies 15 participants last post by  SierraGS 
#1 ·
Chevrolet India : The Way Forward
source : http://www.team-bhp.com/forum/indian-car-scene/167655-chevrolet-india-way-forward.html
author: viren83


Chevrolet sold a grand total of 11330 cars in March 2010 and a total of 110804 for whole year 2010. Too good to be true.

2009-10 would have been the time Chevrolet was on full throttle. Strong Marketing Campaigns, New Product launches, Better market reach, Stability after riding on Uncle Sam’s shoulder and what not. The Indian market seemed of great value to every car manufacturer. GM focusing on emerging markets and pumping more than ever on Indian operations.

During GM’s CEO Mary Barra visit to India, Chevrolet announced $1 Bn Investment in India. Company official says “With this investment, our aim is to double our market share in India by 2020”. Link

OK. So you’re planning to double your market share from a present 1.04% to 2.08% in 2020? Translated, your upcoming 5-year plan is to actually reach a point where you were a year ago! Perhaps, you aren’t aware that you did much better in July 2011 at 5.45% of the Indian car scene!

If any car manufacturer wants to learn on how to not a sell a car, it should be Chevrolet India. With every passing year, the losses borne by GM are shocking. Such is the decline of the company’s market share that car enthusiast have forgotten if the brand even exist. Check the last 5 years market share figures below. Figures are for monthly sales, based on TEAM-BHP's monthly sales reports.
July 2011 at 5.45%. Ranked no 6 on Indian car makers list.
July 2012 at 3.77%.
July 2013 at 3.74%.
July 2014 at 2.43%.
July 2015 at 1.04%. Ranked no 9 on Indian car makers list!

read more : here
 
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#3 ·
True, and its the same in South Africa. Why GM thinks it can nickel and dime its way to success outside the US and China with boring, Korean made cars is beyond me, as is their refusal to start introducing Cadillac into such markets. Thankfully in South Africa the full Chevy portfolio sits in the GM dealerships next to an almost full Opel portfolio (no Insignia) and Isuzu KB trucks, so it keeps the GM flames burning. GMSA has actually done a good job of differentiating Opel from Chevy here, with Opel being the near-premium German brand and Chevy being Korean crap that can compete with Chinese cars, Tatas and Dacias badged as Renaults. Which is not good for Chevy's brand reputation. Its nothing a slew of RHD Camaros, Impalas, Tahoes, Volts, Silverados, Corvettes, 16 Malibus etc can't solve (real Chevys!!) but that would require GM to actually sell a US made car outside the US AND to make it in RHD, which seems like its asking way too much!
 
#7 ·
Interesting as India's population is nearly as big as China and growing faster. More importantly, it's legal and business practices were shaped in part during its time as a part of the Commonwealth, so I have to imagine doing business there is somewhat more straightforward. Seems smart to establish some kind of long-term presence now.
 
#14 · (Edited)
When it comes to brand image, Chevy doesn't even betters Mahindra or TATA
I've seen some of these around Istanbul. They aren't popular, and are pretty much garbage relative to what Hyundai, Chevrolet, Ford, Opel, VW, Renault, and even Fiat are putting out.

Chevrolet offers the Cruze, Sonic, Spark, and Captiva in Turkey. I wonder what garbage they are offering in India for people to prefer TATA over Chevrolet.
 
#21 ·
Chevrolet India : The Way Forward
source : http://www.team-bhp.com/forum/indian-car-scene/167655-chevrolet-india-way-forward.html
author: viren83


Chevrolet sold a grand total of 11330 cars in March 2010 and a total of 110804 for whole year 2010. Too good to be true.

2009-10 would have been the time Chevrolet was on full throttle. Strong Marketing Campaigns, New Product launches, Better market reach, Stability after riding on Uncle Sam’s shoulder and what not. The Indian market seemed of great value to every car manufacturer. GM focusing on emerging markets and pumping more than ever on Indian operations.

During GM’s CEO Mary Barra visit to India, Chevrolet announced $1 Bn Investment in India. Company official says “With this investment, our aim is to double our market share in India by 2020”. Link

OK. So you’re planning to double your market share from a present 1.04% to 2.08% in 2020? Translated, your upcoming 5-year plan is to actually reach a point where you were a year ago! Perhaps, you aren’t aware that you did much better in July 2011 at 5.45% of the Indian car scene!

If any car manufacturer wants to learn on how to not a sell a car, it should be Chevrolet India. With every passing year, the losses borne by GM are shocking. Such is the decline of the company’s market share that car enthusiast have forgotten if the brand even exist. Check the last 5 years market share figures below. Figures are for monthly sales, based on TEAM-BHP's monthly sales reports.
July 2011 at 5.45%. Ranked no 6 on Indian car makers list.
July 2012 at 3.77%.
July 2013 at 3.74%.
July 2014 at 2.43%.
July 2015 at 1.04%. Ranked no 9 on Indian car makers list!

read more : here
Steadily dropping sales/market share should be telling GM that Chevy is not the right brand for India.

India is a RHD market that favors Hatches and where Opel is a much better fit since it's product lineup matches up with the Indian market's desires.

Again, GM must put their global cash into Buick/GMC/Holden/Opel/Vauxhall and not Cadillac/Chevy as they are both regional brands and not global brands.

General Motors global brand is Buick/GMC/Holden/Opel/Vauxhall since it offers a full lineup of vehicles from sub-compact to full size cars, SUV's, Trucks and Vans with RHD/LHD and Diesel power readily available.

GM must introduce either Buick or Opel as their main brand in India and sell the vehicles from the broad lineup that best fit today's Indian market.

This gets the correct product into the market ASAP and production can move into India if necessary to lower costs, it also completely eliminates the need to spend development dollars into redundant Chevy products.

Having Buick or Opel as the focus brand in India can improve GM's market share into the top 5 by 2020 since the products are good, available and will lower GM's overall product costs dramatically while improving sales revenue substantially. Buick or Opel can cover the mainstream market better from low to high end.

GM can add GMC small CUV/SUV products as complimentary products to Buick or Opel CUV/SUV as has proven quite successful in the U.S. with GMC covering the Luxury market with it's Denali lineup eliminating the need to spend money establishing Cadillac. The growth in the Luxury market is in CUV/SUV/Crossovers where GMC mainstream product and premium Denali line can deliver high ATP's with sales volumes Cadillac cannot that will result in sales revenue 3X to 10X what Cadillac would in the same time period.

Cadillac can then focus only on low volume premium products that requires lower distribution/sales costs with higher sales margins and will build the Cadillac brand's strength over time.

Buick/GMC/Holden/Opel/Vauxhall can become the strongest "global brand" in the industry by combining Buick/GMC long time success in the U.S. with Opel/Vauxhall available "Global Product Line" and Holden's expert development. CUV/SUV's are where global growth is and Jeep has proven that a brand that only focuses on it grows the fastest and GMC also has Truck and Van to compliment CUV/SUV and GMC's Denali line can "move up" into Land/Range Rover territory.

A Buick/GMC/Holden/Opel/Vauxhall global strategy lowers product costs while maximizing sales revenues in a shorter time and allows Cadillac room to develop into a true luxury brand.
 
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