Chevrolet aims to keep defying Europe's sales slump
Brand boss wants buyers to focus on Korean-built cars, not iconic U.S. models
Automotive News Europe -- November 28, 2012
Chevrolet Europe Managing Director Susan Docherty has the task of maintaining the brand's growth in a slumping market. In the first 10 months, Chevrolet's European sales grew 1.9 percent to 150,402, according to industry association ACEA. Docherty took over the top job at Chevrolet Europe on Jan. 1, moving from her previous role as GM 's head of international sales and marketing based in Shanghai. She spoke with Automotive News Europe UK Correspondent Nick Gibbs.
What is General Motors' overall plan for Chevrolet?
Our strategy is to establish Chevrolet as a global iconic brand and right now we are No. 4 after Toyota, Ford and Volkswagen. We would like to see Chevrolet get into the top three. We are very consistent as to what we want the face of Chevrolet to be. Whether consumers are in Mumbai, Shanghai, Sao Paulo or Milan, when they see a Chevrolet, I want them to say, 'Oh, that's a Chevrolet.' We know the strategy works because customers tell us that's why they buy our products.CONTINUE AT: http://europe.autonews.com/apps/pbcs...es-sales-slumpBuyers see us as a brand with American DNA. But we need to improve our brand visibility. When potential buyers are asked which brands they have heard of, they will say Volkswagen, Fiat and so on. We need to get on that list. We're best known for our iconic products such as the Corvette and Camaro. I want them in future to say 'Oh yes, Chevrolet makes the Spark, the Aveo, the Cruze.' We have a lot of people buying a Cruze that have aspirations to own a Corvette or Camaro.