Commentary: What Chevrolet Needs to Compete

[mgescuro]

What Chevrolet Needs to Compete
...Another commentary by mgescuro...


Chevrolet is becoming one of 2 full line brands at GM, and it is entering the global market. But Chevrolet is lacking one key ingredient. Consistency.

Much like I’ve been doing with Cadillac, we need to start looking at Chevrolet as a global brand and quit looking at it as an American brand. What I mean by “consistency” is to unify the Chevrolet “look.” Also, I mean Chevrolet needs to standardize on their names. By doing so, a sense of familiarity with the brand begins to form.

A lot of Chevy cars sold outside the US are supplied by Daewoo. And that’s great. But a few of those cars – Epica, Nubira, Captiva – would find a market in the US. In addition, Malibu/MAXX and Equinox would definitely make some inroads outside the US and would complement Vectra in most markets.

In doing so, people around the world would become more and more familiar with the entire Chevy lineup. Over time, Chevrolet would establish their name along side Toyota and Honda as a global, affordable, full-line car lineup. GM would have a true international brand, and a global lineup. Those come in from Europe or Asia to the US would purchase a Chevrolet as they would be familiar with the brand, much the same way Toyota and Honda attracts customers

Chevrolet needs a solid, consistent, global lineup.
What does it have now......
You have your sub-compacts and compacts: Matiz, Kalos, Lacetti, Aveo, Nubira, Cobalt, HHR
You have your compact/mid-sizers: Epica, Evanda, Malibu, MAXX
You have the full-sizers: Impala, Monte Carlo
You have the SUVs: Captiva, Equinox, Trailblazer, Tahoe, Suburban
You have the trucks and vans: Colorado, SSR, Silverado, Avalanche, Express, Uplander.
You have the sports cars: Camaro, Corvette

It’s just a matter of keeping the entire lineup consistent, keeping the names the same. A Cobalt in the US is a Cobalt in France. An Aveo in India is an Aveo in Australia. So the Spark in Turkey would become the Matiz… or drop Matiz and keep Spark. A Civic in Japan is a Civic in the US.. is a Civic in France… is a Civic in Brazil. It works!!

Standardizing on platforms, names, and quality of these cars will increase Chevrolet’s international brand recognition and presence, cause less consumer confusion (I’m not even sure I got all the non-US Chevy’s right), and consequently, save GM a ton of money cutting out redundant models and sharing parts and platforms.

Chevrolet is on the cusp of a true international revolution. GM just needs to hammer out the details, and then let Chevrolet run!

[norway12]

Totally agree with you, the next Cobalts and Malibus should be global cars, as well as the Equinox and Captiva.

[jbernie]

GM has a name problem, too many brands have names with very strong recognition and unless you are working in a yet to be created market segment these naming issues will remain.

The Impala is a Grand Prix is a Commodore is a Omega. 3 Continents, 4 different names and all have heritage.

If you changed the Commodore name in Australia you would just about have the faithful burning down the Head office in protest.

Unfortunately with alot of the names in use, the brand recognition is so high that the cost of alignment is too great. I would also suggest that many people would fail to understand why the name was changed.

However, I agree 100% with the intent, a common name worldwide can have many benifits, i just feel the end cost is too high to justify what many (consumers) would view as a pointless/fruitless exercise.

[grumbles]

I agree, although I feel they should drop the Malibu name when it's redesigned, and debut something all-new instead. "Malibu" means nothing to America or the rest of the world.

[GeryRx7]

I am all for global names as long as they do their homework. Remember the Nova was called the Chevrolet Chevy in Mexico due to the word Nova meaning "doesn't go" in Spanish. Makes you wanna run right out and buy one now doesn't it.

[Jeffff]

Originally Posted by GeryRx7

I am all for global names as long as they do their homework. Remember the Nova was called the Chevrolet Chevy in Mexico due to the word Nova meaning "doesn't go" in Spanish. Makes you wanna run right out and buy one now doesn't it.

Not exactly true...

[hotrod747]

Actually, Chevy isn't in need of much other than an update of their current offerings. Spread some of that focus and innovation to some of the other brands so that they remain credible. Billions of dollars being poured into Saturn, Buick AND Cadillac and soon Pontiac wouldn't be so urgently necessary if the lineups got honest updates within a reasonable period of time. Chevy sales are there, and an update of the current would leave sufficient cash flow for the other brands.

[Hoosier Red]

Reminds of a quote....."A rose by any other name....."

Seriously, people just want to be able to go down to their local Chevy dealer and be able to buy a class leading car at great value, be treated fairly, and have a great service experience when needed. They really couldn't care less what the car is called in Mexico.

[mgescuro]

Originally Posted by Hoosier Red

Reminds of a quote....."A rose by any other name....."

Seriously, people just want to be able to go down to their local Chevy dealer and be able to buy a class leading car at great value, be treated fairly, and have a great service experience when needed. They really couldn't care less what the car is called in Mexico.

THey might not care... but GM would care. Chevrolet can be a much stronger brand, if they could construct a cohesive lineup. It would also saw GM marketing dollars and investment dollars. Plus, later down the line, you could have global name recognition of its cars.

[bryce miller]

i am a strong believer chevy needs cars the resemble one another look at the last generation of oldsmobile Intrigue, Auroua, Bravada, and Alero olooked great and like one car line silouette still fitted as well chevy needs that.

[rsbaker]

You have hit the nail on the head my friend! Chevrolet has the basic elements but GM needs to take the division to the next level. in addition to the models that they have I would add to that 2 models the Kappa Nomad and a Chevrolet version of the Zafira micro mini Van. With these models added to the Aveo and the Cobalt and the HHR, Chevrolet would have a very well rounded Group of Small car offerings to compete with Toyota/Scion and others in the segment.

I would also hope that the next Generation of Impala and Monte Carlo would be Rear drive and very striking in there design.

The most important thing that I agree with would indeed be to unify the design so all Chevrolet's around the world would have similar design ques. the article is right.

The last thing I would suggest is for Chevrolet to do is to Push the Sales of their light trucks more. The world, in my opinion, don't know what they are missing. It seems to me that the Silverado would have broad appeal in places like Russia, Africa, Australia, India, for their better utility over some of the strange little trucks I've seen in some places around the world in the press.

Chevrolet alone could actually be what all of Toyota is today globally.

[texasisbetter]

can someone please explain how having the names the same on different continents makes the brand more "cohesive". like it was stated earlier, what names stay and which go? nobody knows or cares about the name of a car is on another continent. i guess they would save money in that the lettering on the car would be thae same, I dont think it would have a big effect on marketing since it would have to be in different languages and things of that nature. civic's have been civic's forever. if the name civic was used only in the USA would it be a good idea to change the name now to match the rest of the world?

[cwhast]

Originally Posted by mgescuro

[font=Times New Roman][size=3][b]An Aveo in India is an Aveo in Australia.

In Australia the Aveo is called the Holden Barina, because of name recognition due to the Barina name being around since the 80's.

[megan]

What about an AWD El Camino based on the Ute and Crewman that Holden offers. Or maybe based on the new RWD Impala. An AWD HHR and Maxx also woud be good. Kappa Nomad is a great idea also.

[mgescuro]

Originally Posted by rsbaker

Chevrolet alone could actually be what all of Toyota is today globally.

Absolutely!!! GM just needs to make the pieces fit.