GM Aims To Make All-American Chevy Worldwide Success

[Perian]

Link: http://www.freep.com/apps/pbcs.dll/a...703090322/1014

LAUSANNE, Switzerland -- General Motors has an ambitious plan to make its all-American Chevrolet brand a global powerhouse that sells more vehicles outside the United States than at home, and John Middlebrook, GM vice president for global sales, marketing and service, predicts that it's only a matter of time until that happens.

If GM manages to hold off Toyota and remain the world's top-selling automaker, it will be largely because of Chevrolet's global growth.

The strategy aims to make Chevy a truly global brand like Toyota or Volkswagen, selling stylish and affordable vehicles around the world, GM Vice Chairman Bob Lutz said.

Assuming Chevrolet's North American sales do not continue to fall, reaching more than 50% in other regions would make the brand a global powerhouse, with annual sales of 6 million or more.

That may sound like a pipe dream to Michiganders used to reports of falling U.S. sales and market share, but the early results indicate that Chevy has plenty of growth potential around the world.

"It's a viable strategy," Rebecca Lindland of analyst Global Insight in Lexington, Mass., said Thursday. "They can fine-tune the vehicles to each specific market but have a consistent identity around the world. It's what BMW has done."

Article continues at link.

[GrandPrixGt02]

Im not sure, but is this the correct approach to take on this. I agree making a profit in the global market is important, but if they do not focus on home...then what?

[BusyBody]

I think this is a good plan, but GM does need to focus on its NA market, but they want to continue the impressive growth they have experienced elsewhere.

[bdubsee]

Who said they wouldn't focus on the North American market? They are selling the "American-ness" of Chevrolet globally. The essence of Chevrolet is America. It's a win-win situation. Just look at how much better the Chinese Buick LaCrosse is than its North American counterpart.

[Al465]

Originally Posted by bdubsee

Who said they wouldn't focus on the North American market? They are selling the "American-ness" of Chevrolet globally. The essence of Chevrolet is America. It's a win-win situation. Just look at how much better the Chinese Buick LaCrosse is than its North American counterpart.

It seems to me they could have done this a long time ago. What took GM so long.

[dindak]

How about sprucing up the Cobalt interior (and exterior) first. Great car if they could refine it a bit more.

[rueben44]

Great News! We will have better product here because of this. This is how Gm will stay ahead or with Toyota and that is why I am buying their stock right now because by the end of next year I think they will be performing at much better levels.

[IROCNROL1]

Originally Posted by dindak

How about sprucing up the Cobalt interior (and exterior) first. Great car if they could refine it a bit more.

You're right, in that it needs it. But they should be able to do both things concurrently.

[GrandPrixGt02]

O.k. maybe wrong word choice, what I mean is that if we focus a little more closely on certain product we currently put on road here, perhaps we would not lose the market share to comapanies such as Toyota and Honda as fast. Not saying global product is a bad thing. Just like the war, the purpose just needs a little re-focusing

[ponchoman49]

Sounds like more Camry-like generic clone cars are going to be introduced and any Chevy heritage cues will be left to the wayside. Thats the message I hear when the word global comes up.

[Road Kill]

The new Malibu and the HHR show that you can design something that is attractive and distinctive and still not be Toyota frumpy.

[dlr]

That's not what I hear at all.

I hear the basic underpinnings of the vehicles will be similar, however styling will be tweaked based on area tastes.

[DuSpinnst]

Originally Posted by ponchoman49

Sounds like more Camry-like generic clone cars are going to be introduced and any Chevy heritage cues will be left to the wayside. Thats the message I hear when the word global comes up.

That is only because you fear change.

Fearing change is what has gotten the US automotive industry in the hole that it is in.

[American007]

It would be logical to assume that if Chevrolet is to become a major world brand that it will sell more vehicles abroad than at home. There is simply more people outside of the U.S. than within our borders. I wonder why they did not try this years ago.

[rsbaker]

Originally Posted by GrandPrixGt02

Im not sure, but is this the correct approach to take on this. I agree making a profit in the global market is important, but if they do not focus on home...then what?

This is absolutely the right strategy. US customers will benefit from this because GM and Chevrolet can pick and choose the best models to sell in the US. Additionally if everyone gets in the mind set that Chevrolet Motor Division will do battle with all of Toyota then GM is assured to remain on top. All other divisions, Opel, Holden, Cadillac, Saab, Saturn, Daewoo, Buick, Pontiac, and GMC will be like icing on the Chevrolet Cake. In 2006 Chevrolet sold more cars in the US than Toyota. I believe Chevrolet sold more cars and trucks in Central and South America than Toyota. It is only Logical that GM attempt to make Chevrolet #1 brand in Europe and Asia as well.