Chevrolet's Dewar says brand must shoulder bigger load

[GAIntrigue]

Glad to see Chevy catching some pressure. They were blamed for starving Saturn for product throughout the 1990s. Now that Saturn and Pontiac are gone, it's time for Chevy to put up or shut up. The lease on my Aura is up in 18 months. I have to make a purchase/lease at that time or not have a car (impossible situation in the commuting South). That is 18 months for the bowtie boys to introduce something that will woo me over. If I had to make the decision today, a blue oval or a silver "H" would be sitting in my drive.

[jalberda]

Originally Posted by O_Z

I don't understand why in Europe:
Toyota can sell in Camry, Honda can sell Accord (TSX), Hyundai can sell Sonata and GM can’t sell Malibu??
Mazda can sell CX-9, Hyundai can sell Veracuz and GM can not sell Traverse??
Toyota can sell RAV-4, Ford can sell Escape, Honda can sell HR-V and GM can’t sell Equinox????

From a European perspective:
Does Toyota still sell the Camry in Europe? They used to, but not anymore, or in tiny numbers.
CX-9 and Veracruz: they are on sale (or will be in the Veracruz' case), but sales are/will be small.
Ford doesn't sell the Escape anymore. The first version bombed.

Malibu: will never sell in big numbers. Because it's a Chevy. And an ugly one at that. Traverse: same thing.
Even GM's big hope, the Cruze, will sell on price alone. I mean: the engines are subpar. The styling is just offensively crude. It looks like a Korean car from 5 years ago. Europeans are quite style-concious. Can you really imagine an Italian chosing a Cruze over and Alfa Romeo? Or a German chosing the Cruze over a Skoda?

[Quixote88]

Originally Posted by vtecdaddy2000

Chevy has an unlikely short term chance to fill the gap that could be left by the departure of Opel/Vauxhall; long-term I would have to say their success is questionable as well. Their product has been positioned in Europe as the entry-level niche and therefore below the price and prestige point below the Opel market. I think it would take years if at all for them to change the viewpoint so Chevrolet to the point it is on equal footing with these established brands. One thing they could do immediately would be to stop marketing them as "Chevys" and stress the European cadences of "Chevrolet." So much of the product direction has been from NA/Asia that I would be interested to hear a commitment from GM on how much investment they plan to make in establishing a new Europe design/engineering structure to replace what they certainly will lose in the Magna sale.

Thank you for stating that GM should stop marketing Chevrolet as "Chevy." I've been saying that on this site for years! I do not see how GM doesn't get this... "Chevy" sounds so redneck, that the brand creates a self-fulfilling prophecy of not attracting traditional import intenders. Import intenders/buyers were, before this decade, traditionally from urban/suburban locales. They are not going to replace their socially accepted Corollas, Camrys, Accords or Civics with a redneck "Chevy," no matter how good the car is... Only the uneducated folks from the "Red States" drive hick mobile Chevies. That is their train of thought...

Now that there is no Saturn alternative, a brand that was very popular in urban markets, Chevrolet does have to do more than just cater to its traditional rural/suburban customers. "Malibu, by Chevrolet." "Equinox, by Chevrolet." "Camaro, by Chevrolet."<- That's how the brand should be marketed. Look at Hyundai, yes they build better cars now than before. But their advertising is also top notch. Their commercials are inviting to customers... And they cover the same demographic, outside of pick ups, as Chevrolet. Do you think more urban dwellers would rather drive a new Hyundai or a new Chevy? You may not like the answer...

They could keep marketing the trucks as "Chevy," but passenger cars should be referred to as Chevrolets.

[wallus13]

Originally Posted by jalberda

Europeans are quite style-concious. Can you really imagine an Italian chosing a Cruze over and Alfa Romeo? Or a German chosing the Cruze over a Skoda?

Those cars you speak of are very ugly.

[CheetahDC]

Originally Posted by jalberda

Can you really imagine an Italian chosing a Cruze over and Alfa Romeo? Or a German chosing the Cruze over a Skoda?

Chevrolet vs. Alfa? Um...no, don't think so? Chevrolet vs. Skoda? That sounds like a more apt comparison, but it's really going for the low end of the market, up against Kia and Hyundai territory. Yes, it is a vehicle built to a price, and I do think it sounds like they launched it before the right engines were ready...

I have to say I will defend the Cruze's style as inoffensive (as opposed to offensively crude), however. It's bland, in a Toyota/Kia sort of way, I think.

[bone]

Originally Posted by Quixote88

Thank you for stating that GM should stop marketing Chevrolet as "Chevy." I've been saying that on this site for years! I do not see how GM doesn't get this... "Chevy" sounds so redneck, that the brand creates a self-fulfilling prophecy of not attracting traditional import intenders. Import intenders/buyers were, before this decade, traditionally from urban/suburban locales. They are not going to replace their socially accepted Corollas, Camrys, Accords or Civics with a redneck "Chevy," no matter how good the car is... Only the uneducated folks from the "Red States" drive hick mobile Chevies. That is their train of thought...

Now that there is no Saturn alternative, a brand that was very popular in urban markets, Chevrolet does have to do more than just cater to its traditional rural/suburban customers. "Malibu, by Chevrolet." "Equinox, by Chevrolet." "Camaro, by Chevrolet."<- That's how the brand should be marketed. Look at Hyundai, yes they build better cars now than before. But their advertising is also top notch. Their commercials are inviting to customers... And they cover the same demographic, outside of pick ups, as Chevrolet. Do you think more urban dwellers would rather drive a new Hyundai or a new Chevy? You may not like the answer...

They could keep marketing the trucks as "Chevy," but passenger cars should be referred to as Chevrolets.

First time I've seen Chevy being tied to 'Redneck".

[mbukukanyau]

Originally Posted by nadepalma

I agree. I think that moving forward, GM should try and position each of its remaining four brands in all markets.

So, for example, GM should eventually bring Buick to markets like India, South America, Russia, etc. Those markets have a growing middle class that may want something more than a basic Chevrolet to purhcase.

They could also do this (as stated above) with Buick in markets like Europe -- this would especially be true if Opel moves further and further away from GM. The brand could supplant Opel in GM's European lineup, leaving Chevy focused on the bottom-end of the market and establishing Buick a mid-level mainstream brand as Opel is now.

HOWEVER, this would take YEARS to do and GM doens't have that kind of money or time. Instead, if they DID decide they could go this route, they should do it in Russia and Eastern Europe first before even THINKING about looking at Western Europe.

The same could hold true of GMC. Here in the US market, Chevrolet provides everything that GMC has. But in other global markets, Chevrolet is a lower-end brand that is limited to small and medium sized vehicles. If GM decides to one day offer more trucks, pick-ups, SUVs and commerical vehicles in markets outside North America, they could certainly do this with the GMC brand. This would insulate Chevrolet's position in many global markets as well as create a unique image for anyone looking for "yank tank" commerical products and trucks.


GM already exists in the Korean market thanks to GM Daewoo. That doesn't mean that GM shouldn't try to introduce GMC, Buick or Cadillac in Korea at some point - but right now the Daewoo brand does a great job of delivering products in that market.

And as for Suzuki, GM did own 20% of Suzuki for YEARS but sold off most of their stake. Currently VW is looking to take a stake in Suzuki by the end of the year (they want Suzuki to help them make more small cars for world-markets). So its unlikely that GM will try and take over Suzuki and repeat their situation with Holden in Australia.

However, I do agree that they should take on the Japanese market.

GM's new products like the Cruze (and forthcoming Aveo and Spark) are much, much better than their current crop of vehicles. Furthermore, those products will already be built in cheaper-labor operations in Korea/China. GM should leverage that and export them from China and/or Korea to the Japanese market. GM could use those operations to flood the Japanese market with good, stylish, reliable American badged products at an affordable price --- Much like the Japanese did back in the day when they flooded the US market with Japanese produced products.

I'd love to see that happen, but it probably won't for awhile. I believe that GM sees China as far more potential for profits than Japan right now.

There is also another thing I forgot to add, they would be tapping into the Japanese Engineering pool with an aggressive prescense there.
Of course, this cannot be done tommorow. It should be some sort of long term plan.

Buick's small premium strategy would be a great complement to Chevy over there.

[CheetahDC]

Originally Posted by bone

First time I've seen Chevy being tied to 'Redneck".

The commercials with cowboys and the Camaro's reputation as a "mullet-mobile" haven't helped, nor did the FWD Monte Carlo whose only tenuous connection to a sports car was a NASCAR body shell. NASCAR special edition Monte Carlos and Impalas, coach customized Astros with odd stripes...

I think if they keep releasing designs like the Malibu, Volt, Orlando, Equinox, ZR1...that reputation could be left squarely in the past.

[FanOfDurant]

Thank you for stating that GM should stop marketing Chevrolet as "Chevy." I've been saying that on this site for years! I do not see how GM doesn't get this... "Chevy" sounds so redneck, that the brand creates a self-fulfilling prophecy of not attracting traditional import intenders. Import intenders/buyers were, before this decade, traditionally from urban/suburban locales. They are not going to replace their socially accepted Corollas, Camrys, Accords or Civics with a redneck "Chevy," no matter how good the car is... Only the uneducated folks from the "Red States" drive hick mobile Chevies. That is their train of thought...

Now that there is no Saturn alternative, a brand that was very popular in urban markets, Chevrolet does have to do more than just cater to its traditional rural/suburban customers. "Malibu, by Chevrolet." "Equinox, by Chevrolet." "Camaro, by Chevrolet."<- That's how the brand should be marketed. Look at Hyundai, yes they build better cars now than before. But their advertising is also top notch. Their commercials are inviting to customers... And they cover the same demographic, outside of pick ups, as Chevrolet. Do you think more urban dwellers would rather drive a new Hyundai or a new Chevy? You may not like the answer...

They could keep marketing the trucks as "Chevy," but passenger cars should be referred to as Chevrolets.

Quoted for truth x10!!! Just the name 'Chevy' conjures up metal images of white trash rednecks with big bowtie stickers in the back windows of their trucks and Monte Carlos. Chevrolet rolls off the tongue so much nicer and sounds so much more classy and upscale. I drive a truck, I love the bowtie and I'm a Nascar fan.... yet even I cringe at the thought of 'Chevy' marketing. It sounds cheap.

[GMJoe]

Originally Posted by GAIntrigue

Glad to see Chevy catching some pressure. They were blamed for starving Saturn for product throughout the 1990s. Now that Saturn and Pontiac are gone, it's time for Chevy to put up or shut up. The lease on my Aura is up in 18 months. I have to make a purchase/lease at that time or not have a car (impossible situation in the commuting South). That is 18 months for the bowtie boys to introduce something that will woo me over. If I had to make the decision today, a blue oval or a silver "H" would be sitting in my drive.

Buick is going too get the Opel based Regal which was to be the basis for your next Saturn Aura.

Also , the next new and improved Malibu will be out by the time you are ready for another vehicle,so you should have two good choices from GM.

[O_Z]

Originally Posted by jalberda

From a European perspective:
Does Toyota still sell the Camry in Europe? They used to, but not anymore, or in tiny numbers.
CX-9 and Veracruz: they are on sale (or will be in the Veracruz' case), but sales are/will be small.
Ford doesn't sell the Escape anymore. The first version bombed.

Malibu: will never sell in big numbers. Because it's a Chevy. And an ugly one at that. Traverse: same thing.
Even GM's big hope, the Cruze, will sell on price alone. I mean: the engines are subpar. The styling is just offensively crude. It looks like a Korean car from 5 years ago. Europeans are quite style-concious. Can you really imagine an Italian chosing a Cruze over and Alfa Romeo? Or a German chosing the Cruze over a Skoda?

Toyota sells Camry in Eastern Europe at least
And sales of Veracruz and CX-9 may be not as big in Europe but they still selling these cars. So, maybe Mazda and Hundai find that still important.
The Maliu stylevise miles ahead of Camry and still better than Sonata

[rsbaker]

When all off the bankruptcy talk began a year ago I always thought that what ever happens in the end, Chevrolet would have to play a bigger role. For a while I though it might be the only part of Old GM in tact. The people at Chevrolet and GM itself will have to be aggressive at going after every segment in all their markets around the world and not leave any market segment unaddressed. With the exception of the top luxury segments that Buick and Cadillac will address, Chevrolet needs to have something in the showroom that can appeal to almost anyone.

One place they need to start in my opinion is with a smaller sporty and sexy FWD Coupe and Matching convertible. Now that G6 is gone this void is especially large. If I were King of there GM castle I would give Chevrolet A Coupe and Convertible on Malibu's platform. This 2 door coupe/Convertible should be sexy and sporty with both good performance for a FWD and have good mileage but most of all it should be drop dead gorgeous in sort of the way that the first generation Chrysler Seabring was. (The Current one is Crap) These should bought by a lot of the people who used to buy Monte Carlo, Grand Prix, and G6. If the price is in the range of the current Malibu then it Chevrolet can claim the sales bump under one name plate instead of dividing them between two as was done with Impala and Monte Carlo for so many years and Malibu & Monte Carlo if you go back even further. Toyota claims Solera coupe and convertible sales as Camry sales. Chevrolet should do the same.

I still have not gotten any information as to whether GM will eventually replace the Cobalt Coupe with a Cruze Coupe. They also should clarify whether we can expect a Cruze SS, if they do not they are making a big mistake Cruze should eventually have a full line of both body styles and trim and performance options. Cobalt was successful at finally tapping into the tuner crowd which started with imports. The Cobalt SS has been especially successful at this because it offered real performance right of the dealer lot without having to do all of wild modifications that the import owners had to do.

This brings me to Pontiac, or should I say the lack of Pontiac.
with Pontiac's demise, Chevrolet will have to develop a clear set of performance models to fill the void. They have 2 of the best places to start in Corvette and Camaro of course. They will have to Replace the Cobalt coupe with a Cruze version as I already mentioned but I'm also thinking that Perhaps Aveo and the new Beat/Spark should offer some performance options as well. If they don't want to diminish the storied SS moniker then I suggest Chevrolet Use "RS" on some of it lesser performers. It could be both a trim and up level performance package. "SS" would stay on the pavement pounders and "RS" could be applied to both Sedans and coupes to indicate a slightly higher level of performance like better brakes and trannies and perhaps Turbo motors. However it is done, the public should know that they are getting something special if it says "RS" and that they are getting Top world class Performance with "SS". Some of you might remember that Cavalier had a Rally Sport package that slotted in just under the Z24 in the 1980s.

Kappa... I know kappa is dead but it seem to me that GM should still not abandon the idea of have an affordable 2 seater sports car. they just need to find a Less expensive way to build it than they did with Kappa. Sales of Solstice and Sky could have been maintained if the sticker price had stayed substantially less than $30,000. I the New Cruze is supposed to start at around $17K when it goes on sale. Why would smaller sporty 2 seater cost $10k more. Chevrolet could really get back to basics and offer somthing with the Turbo Motor from cobalt in an attractive package with good performance for less that $25k. they could start by offering a simple folding convertible top. The Top on the Kappa was too overly complex and still required the driver to get out of the car. Just keep it simple and the cost would be much less. Compliment this I think Chevrolet could make a Mini competitor on the same platform that could hold 4 passengers. The Chevrolet Kappa Nomad concept was just such a car. A car that offered a 2 seat convertible and 4 seat mini cooper fighter would be very popular. But it has to be sporty attractive and very affordable. The mini cooper can be beat because it is expensive to buy and very expensive to maintain from what i understand. Chevrolet can do better and still offer the individuality that Mini offers.

Impala must be upgraded and and/or replaced. With Fords new Taurus coming out the Impala really really looks dated and plane. this must be addressed as quickly as possible.

With respect to trucks, it is clear that the old SUV model of doing business has changed and may be gone for good. but I think there will always be people who want and need trucks. Colorado is in urgent need of up grade. it is appalling how GM has allowed Colorado and Canyon for that matter to languish without any significant up grades. GM need to do this now and I think it can be done with out designing a whole new trick platform. they just need to gut the interior and start from scratch and give the exterior sleeker and more modern sheet metal. The front end is dated and needs to be brought into the 21st century with some of Chevrolet new design themes. and please please get rid of the stupid deep character creases in the fenders. it makes the truck look so old. Chevrolet need to give Colorado 6 speed transmissions and only the most efficient engines available and also perhaps bring one of there efficient Diesel engines for Colorado. Colorado also needs to get all of the modern technology that can be found in the bigger Silverado like navigation and MP3 interface and blue tooth.

With the nature of the GM/Opel relationship changing GM needs to get aggressive in Europe and really refine its offerings there. they need to position chevrolet not only for entry level offering but also middle market. Chevrolet's offerings in Europe are pitiful when compared to Ford and Volkswagen. they all look very dated or are derided as Daewoo knock-offs. This needs to happen with all deliberate speed. Despite the criticisms, Chevrolet does seems to have gained accepted in Europe and especially in Eastern Europe in a way that would allow them to really expand become competitive and indeed even a major factor on the continent against its other European rivals.

As this tread suggest, Chevrolet does indeed need to really get agressive and focused on every market and vehicle niche that they can. if done properly I se ne reason why Chevrolet division alone could not bring GM Sales up to impressive levels, but GM management needs to learn how to make these decisions more quickly than they are right now. the best example of this seems to be all of the hand wringing and back and forth what went into the decision not to and then changed to bring the Holden Commador to North America as after G8 demise. it seemed like a no brainer but still doesn't seem to be resolved in light of the Caprice Police Car decision which still seems strange to me, while leaving the current Impala languishing.

I really GM and Chevrolet will rise to the many challenges agead of them.

[motorman]

no car sales are going to go up till EZ credit is available and people are sure they are going to continue to have a job. with gasoline at less than $2.50 a gallon the cruze will also be a tough sell if it sells for more than $20K.

[lio45]

Originally Posted by CheetahDC

The commercials with cowboys and the Camaro's reputation as a "mullet-mobile" haven't helped, nor did the FWD Monte Carlo whose only tenuous connection to a sports car was a NASCAR body shell. NASCAR special edition Monte Carlos and Impalas, coach customized Astros with odd stripes...

I think if they keep releasing designs like the Malibu, Volt, Orlando, Equinox, ZR1...that reputation could be left squarely in the past.

I don't see how Chevy has any more of a redneck reputation than either Ford or Dodge. It actually does? Not here.

The domestics own a large chunk of the big vehicle market and a small chunk of the small vehicle market, so of course you'll see on average more imports in the hands of urban dwellers and domestics in the hands of country folk. Plus, virtually all surviving old trucks at this point are domestic, so of course typical rednecks will be driving vehicles from those brands. But I don't think Chevy's better or worse than the two others.

[ScottieDogFLA]

Rather than shoulder a heavier load, how about just shutting down the division totally. It's unable to compete with the onslaught brought on by it's competitors, the products are out of synch and out of date. Time to throw it on the scrap-heap with Saturn and Pontiac.