Commentary: What Chevrolet Needs to Compete

[8>4]

Originally Posted by yamahr1

Malibu, in my opinion, is one of several great names that Chevrolet should definitely keep. Is that a Camry you have as an avatar? I can see how someone who might approve of the semi-ridiculous non-word, Camry, would find "Malibu" not to their liking, which is a very scenic town on the coast of California. So it most definitely should mean something to people. "Camry" is a, well, just a made up word that the Japanese found "tested well" among its target clientele. It worked, sadly enough.

Malibu, Impala, Caprice, Corvette, Camaro. These are all wonderfully named cars, IMO, with rich heritage.

So back more on point... One car I think Chevy would really benefit from is a version of the SS concept (<- click) they showed in 2003. It has the potential to be the all-American and theoretically affordable version of the 4-door-coupes like the Mercedes CLS and upcoming Audi A7. Maybe resurrecting the Caprice name for it would be nice, too, I feel.


A super-stylish, halo 4-door like this for Chevrolet would really brighten their general appeal in the family car segment. Although they have long had a halo car in the Corvette, I don't think that translates effectively in most people's minds to the Chevrolet brand. Furthermore, this would be a good place to showcase GM technology in a way that more people would find relevant. Imagine a car like that with a hybrid V8, E85 capable, Active Fuel Management, a 6-speed transmission, and possibly AWD (with RWD standard), that could do a 6-second 0-60 and average 30mpg, all for $39K-45K. That's the sort of buzz vehicle that could put Chevrolet back on the map in a big way, even if they only break even or lose a little money on it.

You could be on to something here. We all expect Chevy to come out with a stylish, RWD NG Impala (at least the optimistic among us). What if they did something like this and turned heads not just in the GMI community but in the car world in general, something nobody thought Chevy could do. That would change the whole game.

[Mikkoo]

Originally Posted by pkd87

Some good points. I think Chevy is going to start having consisant name. I think the Aveo name is gong to be used europe for the new aveo (I could be wrong though). I also think that the Malibu and cobalt should be sold overseas but not in the current generation, I wait to export the next gen/refreshed Malibu thats coming and wait for the second generation cobalt to export that because the current Astra is way better than the current cobalt.

The Cobalt and Malibu overlap too much with Opels offerings in Europe. And the current designs wouldn't sell here either as they are inferior to the Astra and Vectra. No need to waste time with a crowded segment in Europe if you can't offer superior product.

What could have a better chance is a bold styled RWD Impala. As I've stated before, even though the Chrysler 300C has a starting price in excess of $62,000 USD for the 2.7 V6, it sells surprisingly we'll here in Finland. Europeans like the bold American styled vehicles, they send out a statement of bold presence that says, " Hey look at me, I'm driving a big American car that looks bold and powerful"

[superstreet]

what chevy needs is bring back the camaro and let go the old 4-speed auto transsmision

[Bravada]

My commentary to mgescuro's commentary and what is beign said here:

1. The Corolla in the upper photo is a hatchback version of the "worldwide" Corolla. AFAIK, America only gets the sedan, with a slightly different nose, but as of now, the entire world gets the same Corolla. The one in the bottom photo is a Corolla-based minivan, sold mostly as Corolla Verso but also under different names.

The Civic is a much better example - while Europe gets five- and three-door hatchbacks, the US gets sedan and coupe. Actually Honda exports both versions both ways (and also makes them in other continents), but when you think of the Civic in Europe it's a different car that you think of than in the US.

This was not that important here, I just felt the urge to make things straight

2. That's a sure thing that Chevrolet and all other GM brands need to harmonize their offerings worldwide. Only that way can they make a consistent statement and start building a worldwide image. As concerns names, I'd try to keep them the same, though sometimes local conditions would require some adaptation, I think.

I believe GM needs to take all their brand worldwide with consistent offerings. Then in some market one brand would sell more and the other less, and the other way around in other markets (like I would expect Buick always to be the most popular in America and much less in Europe, perhaps the other way around with Saab).

3. Chevrolet's position in GM's lineup should be the base brand, as it probably is now. A few years ago I would have said Chevrolet just needs to be the American Opel, but now I see that the American (and also Latin American, where Chevrolet IS Opel) market has a much bigger "low price" class than in Europe - even if American-made, the Opels would be too sophisticated and expensive to effectively compete with base mainstream offerings, and this is why GM is stuffing them into a brand positioned as more upscale (Saturn, be it the best decision or not).

Besides, now Chevy was actually taken worldwide and it's by means of GM DATs, which definitely makes Chevrolet the "budget" brand. This segment has also formed in Europe with the arrival of Hyundai and Kia, and it's a good thing GM has a strong entry there. I would say GM needs to build a new generation of inexpensive, practical and appealing cars to be sold and made worldwide (by e.g. both GM DAT and GM NA) and be sold under the Chevy brand. Moreover, they could use the rich Chevy heritage and design cues to differentiate from fairly anonymous "budget cars" from Hyundai and the like.

4. This is also to the advantage of GM over Toyota, Honda and other "single brand" corporations, because they have to sell their "budget" offerings in some developing markets (and other too) under the same brand they put on their more sophisticated and expensive cars, diluting and depreciating the brand.

5. This brings us to another point - as much as we all love Chevy, they can't be a "full line" brand anymore, they have to step back. Every brand needs to be contained within a specific price bracket, and cover specific classes. A big American limo rivalling the Chrysler 300C shouldn't be sold under the same brand as the Matiz/Spark. If we want Pontiac to survive (and I want to), Chevrolet can't build all kinds of sports cars and sedans.

6. More specifically, I believe Chevrolet should be the last American brand to get Zeta. Only if Buick and Pontiac get Zetas and there STILL is economic justification for another model, Chevy should get one. I believe Chevy could actually keep the current Impala for some time, it is not state-of-the-art, but it's still a well-selling nameplate and a good car, and with a nose posted by one photochopper in another thread, it could even come accross as striking and attractive.

If any brand needs a RWD sports sedan now, it's Pontiac. And they need to take it worldwide.

7. As concerns Australia, Holden's current position makes up for Opel, Buick and Pontiac, so I guess neither brand needs to be sold there. Still, I believe there is a room for Chevrolet there to offer budget cars to compete with the Asians, as well as perhaps some American-market trucks.

8. Somebody mentioned Silverado in developing markets. AFAIK, it's too big, but the Colorado and its sibling Isuzu D-MAX (and S-10 still made in Latin America) are really popular there.

[Garmar]

It would be great to see Chevrolet develop some eye-catching styling. The current Impalas are quite nice, but wouldn't it be great if their styling was really exciting? The new Camero is certainly a big big step in the right direction!

Saw a '58 Belair hardtop last night in downtown traffic. What a standout compared to the others bland-mobiles from all over the world on the street!!

Let's get back to some exciting styling!!

[HoosierRon]

The European Honda Accord is the American... Acura TSX.

The European Honda Jazz is the American... Fit.

The Japanese Honda Legend is the American... Acura RL.

The Japanese Toyota ist is the American... Scion xB.

The Japanese Toyota Windom is American... Lexus ES300.

The Japanese Nissan Fairlady Z is the American... 350Z.

The Japanese Nissan Skyline is the American... Infiniti G35.

The European VW Bora is the American... Jetta.

And how about this: for years, the European VW Golf was the American Rabbit. VW just announced it is reintroducing the Rabbit name to the US market.

[ocmdog]

Originally Posted by Bravada

My commentary to mgescuro's commentary and what is beign said here:

1. The Corolla in the upper photo is a hatchback version of the "worldwide" Corolla. AFAIK, America only gets the sedan, with a slightly different nose, but as of now, the entire world gets the same Corolla. The one in the bottom photo is a Corolla-based minivan, sold mostly as Corolla Verso but also under different names.

The Civic is a much better example - while Europe gets five- and three-door hatchbacks, the US gets sedan and coupe. Actually Honda exports both versions both ways (and also makes them in other continents), but when you think of the Civic in Europe it's a different car that you think of than in the US.

This was not that important here, I just felt the urge to make things straight

2. That's a sure thing that Chevrolet and all other GM brands need to harmonize their offerings worldwide. Only that way can they make a consistent statement and start building a worldwide image. As concerns names, I'd try to keep them the same, though sometimes local conditions would require some adaptation, I think.

I believe GM needs to take all their brand worldwide with consistent offerings. Then in some market one brand would sell more and the other less, and the other way around in other markets (like I would expect Buick always to be the most popular in America and much less in Europe, perhaps the other way around with Saab).

3. Chevrolet's position in GM's lineup should be the base brand, as it probably is now. A few years ago I would have said Chevrolet just needs to be the American Opel, but now I see that the American (and also Latin American, where Chevrolet IS Opel) market has a much bigger "low price" class than in Europe - even if American-made, the Opels would be too sophisticated and expensive to effectively compete with base mainstream offerings, and this is why GM is stuffing them into a brand positioned as more upscale (Saturn, be it the best decision or not).

Besides, now Chevy was actually taken worldwide and it's by means of GM DATs, which definitely makes Chevrolet the "budget" brand. This segment has also formed in Europe with the arrival of Hyundai and Kia, and it's a good thing GM has a strong entry there. I would say GM needs to build a new generation of inexpensive, practical and appealing cars to be sold and made worldwide (by e.g. both GM DAT and GM NA) and be sold under the Chevy brand. Moreover, they could use the rich Chevy heritage and design cues to differentiate from fairly anonymous "budget cars" from Hyundai and the like.

4. This is also to the advantage of GM over Toyota, Honda and other "single brand" corporations, because they have to sell their "budget" offerings in some developing markets (and other too) under the same brand they put on their more sophisticated and expensive cars, diluting and depreciating the brand.

5. This brings us to another point - as much as we all love Chevy, they can't be a "full line" brand anymore, they have to step back. Every brand needs to be contained within a specific price bracket, and cover specific classes. A big American limo rivalling the Chrysler 300C shouldn't be sold under the same brand as the Matiz/Spark. If we want Pontiac to survive (and I want to), Chevrolet can't build all kinds of sports cars and sedans.

6. More specifically, I believe Chevrolet should be the last American brand to get Zeta. Only if Buick and Pontiac get Zetas and there STILL is economic justification for another model, Chevy should get one. I believe Chevy could actually keep the current Impala for some time, it is not state-of-the-art, but it's still a well-selling nameplate and a good car, and with a nose posted by one photochopper in another thread, it could even come accross as striking and attractive.

If any brand needs a RWD sports sedan now, it's Pontiac. And they need to take it worldwide.

7. As concerns Australia, Holden's current position makes up for Opel, Buick and Pontiac, so I guess neither brand needs to be sold there. Still, I believe there is a room for Chevrolet there to offer budget cars to compete with the Asians, as well as perhaps some American-market trucks.

8. Somebody mentioned Silverado in developing markets. AFAIK, it's too big, but the Colorado and its sibling Isuzu D-MAX (and S-10 still made in Latin America) are really popular there.

I couldn't have said it better myself. This is all what I was thinking, especially with your 6th point.

[Butz]

1. The Corolla in the upper photo is a hatchback version of the "worldwide" Corolla. AFAIK, America only gets the sedan, with a slightly different nose, but as of now, the entire world gets the same Corolla. The one in the bottom photo is a Corolla-based minivan, sold mostly as Corolla Verso but also under different names.

The Civic is a much better example - while Europe gets five- and three-door hatchbacks, the US gets sedan and coupe. Actually Honda exports both versions both ways (and also makes them in other continents), but when you think of the Civic in Europe it's a different car that you think of than in the US.

There is also a version of the Corolla that is sold in the Middle East.

It looks cheaper (uglier) than the european version.

Also there is a 3rd version of the Civic sold in Asia different than the European and American versions.

[mucker15]

Originally Posted by yamahr1

Malibu, in my opinion, is one of several great names that Chevrolet should definitely keep. Is that a Camry you have as an avatar? I can see how someone who might approve of the semi-ridiculous non-word, Camry, would find "Malibu" not to their liking, which is a very scenic town on the coast of California. So it most definitely should mean something to people. "Camry" is a, well, just a made up word that the Japanese found "tested well" among its target clientele. It worked, sadly enough.

Malibu, Impala, Caprice, Corvette, Camaro. These are all wonderfully named cars, IMO, with rich heritage.

So back more on point... One car I think Chevy would really benefit from is a version of the SS concept (<- click) they showed in 2003. It has the potential to be the all-American and theoretically affordable version of the 4-door-coupes like the Mercedes CLS and upcoming Audi A7. Maybe resurrecting the Caprice name for it would be nice, too, I feel.


A super-stylish, halo 4-door like this for Chevrolet would really brighten their general appeal in the family car segment. Although they have long had a halo car in the Corvette, I don't think that translates effectively in most people's minds to the Chevrolet brand. Furthermore, this would be a good place to showcase GM technology in a way that more people would find relevant. Imagine a car like that with a hybrid V8, E85 capable, Active Fuel Management, a 6-speed transmission, and possibly AWD (with RWD standard), that could do a 6-second 0-60 and average 30mpg, all for $39K-45K. That's the sort of buzz vehicle that could put Chevrolet back on the map in a big way, even if they only break even or lose a little money on it.

Thats exactly what GM needs a high volume car just like that. The SS looks great from that angle. Well supposedly the new retro themed Impala might just be that car. Right now Im looking for a car to be used as a one day family car, if GM had something that offered all that I would be filling out an order form today, I think so would a lot of people.

PS for my money ill keep our traditional names, Malibu means nothing to any one in the US Thats nuts!

[2648562]

The Malibu name was great 30 some years ago. Now it just makes me want to vomit. I think it's best that Chevy shelve that name when the new Malibu comes around.

[komododave]

Originally Posted by norway12

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

Well the malibu already shares a good deal with some opels and the lambda platform is gonna be shared with europe too. Theyre gonna get a chevy out of it......we wont though, we get a buick, a GMC, and a saturn. which is pretty crappy. so much for full line. A 3 row unibody SUV makes more sense for Chevy than GMC. Then everyone would have a choice between a fantastic new body on frame Tahoe or a great new unibody SUV and wouldnt have to shop elsewhere.

[Lichtronamo]

The Accord in the US is not the Accord in Japan or in Europe. The Acura TSX is the same as the Accord in those markets. As Ford learned with the Contour fiasco, "world" cars don't always work.

[ChevroletRevived]

True. As a Ford exec once said 'A worldcar is snug in America and borderline too big in Europe''

[Bravada]

the lambda platform is gonna be shared with europe too.

Now that's news! Do you know anything more about that?

As concerns the Contour, it wasn't a bad car, it just wasn't properly marketed in North America. Stuffed between the Taurus and Escort and with a lukewarm reception from GM NA, it still sold in some few hundred thousands. It received many awards and many owners still remember/like it strongly. It actually made it through the full five-year lifecycle, but was not replaced by the new Mondeo in 2001 (which was big enough to replace both it and the Taurus, Ford made a big mistake here).

[hunchman]

Originally Posted by HoosierRon

The European Honda Accord is the American... Acura TSX.

The European Honda Jazz is the American... Fit.

The Japanese Honda Legend is the American... Acura RL.

The Japanese Toyota ist is the American... Scion xB.

The Japanese Toyota Windom is American... Lexus ES300.

The Japanese Nissan Fairlady Z is the American... 350Z.

The Japanese Nissan Skyline is the American... Infiniti G35.

The European VW Bora is the American... Jetta.

And how about this: for years, the European VW Golf was the American Rabbit. VW just announced it is reintroducing the Rabbit name to the US market.

......interesting I wonder if the person who started this thread knows this or even bothered to research this............I don't think a name game is what chevrolet needs to compete