Susan Docherty Interview: Chevy aims to keep defying Europe's sales slump

[nadepalma]

Chevrolet aims to keep defying Europe's sales slump
Brand boss wants buyers to focus on Korean-built cars, not iconic U.S. models
Nick Gibbs
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.

Buyers 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.

CONTINUE AT: http://europe.autonews.com/apps/pbcs...es-sales-slump

[gtjeff]

It would be cheaper in the long run to promote the more relevant Opel brand in Europe. Opel should have been the brand that was part of the soccer sponsorship deal. Why did GM pay double what the last company paid that had the Manchester United deal? Lots of questions, no answers.

Chevrolet aims to keep defying Europe's sales slump
Brand boss wants buyers to focus on Korean-built cars, not iconic U.S. models
Nick Gibbs
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-slump

[polonez]

DEAR Susan, lol you say : "Buyers see us as a brand with American DNA", no i dont think so! buyers and auto magazine see Chevrolet like EX DAEWOO cars MADE IN KOREA, Chevrolet Cruze sold in Europe have 92% of parts Made in Korea (rest of parts Made in china,india,Malaysia,germany).

"We have a lot of people buying a Cruze that have aspirations to own a Corvette or Camaro" oh yes sure!! but Susan why u decide to import in europe just the Camaro with the 6.2 engine? just a few people can afford a CHEVROLET CAMARO 6.2 sell at about 43000 euro!!

The big problem is that Chevrolet in Europe sell cars with crappy engine!Chevrolet Cruze 1.6L Family 1 engine (engines were built exclusively at Bupyeong engine plant ) like the crappy 1.8 engine are asthmatic engine

Till 2011 in CRUZE and Captiva you can find the VM MOTORI 2.0 L Diesel (1,991 cc,150 hp ), with four valves-per-cylinder and common-rail direct fuel injection. Produced UNDER LICENCE by GM Daewoo. this engine is really nosy when is cold, and a lot of people in Captiva have problems , from 50000 to 100000 KM captiva engine can develope a severe knock, then lost all power,Culminating in needing to replace broken rocker arms (disintegrated needle bearings), hydraulic lifters, and a camshaft, with excessive wear through the case hardening, Chevrolet knew exactly what the problem but never do a recall or bulletin for this crappy engine

From mild 2011 u have a new vm motori 2.O 1998cc 163Hp diesel engine MADE IN KOREA, some pepole start to have problems with turbo failure!, from 2012 u can find on Cruze also the crappy, noisy and old 1.7 Isuzu diesel engine.

In Europe we need good and modern engine !! with a REAL RELIABILITY, we need also a serious aftercare!!sure u have 3 years warranty but when u go to chevrolet dealer with an engine problem nobody know how repair it !! iCHEVROLET EUROPE IS A SHAME

[Bravada]

By "keep defying Europe's sales slump" is she referring to the results from the UK market, where Chevy loses market share? Or does she consider UK not to be part of Europe, much like many people in the UK do?

UK Car sales September 2012

Good luck Susan, but this reeks of old-style GM marketing, which is closing your eyes and pretending reality's not there. Polonez (nice nick, btw!) is right on the money here.