GM comes to its senses; will drop Chevrolet in Europe in 2015

"duurtlang" (duurtlang)
12/05/2013 at 05:00 • Filed to: None

Due to a huge overlap and thus cannibalization and the added bonus of 0 brand equity GM will drop Chevrolet in Europe at the end of 2015, so it can focus on Opel/Vauxhall. A wise decision if you'd ask me. It was this or moving Chevrolet back down market, where Daewoo used to reside.

http://www.reuters.com/article/2013/1…

DISCUSSION (15)

MtrRider Just Wants Doritos > duurtlang
12/05/2013 at 05:12

Will they continue to sell the Corvette and Camaro there as Vauxhalls?

duurtlang > MtrRider Just Wants Doritos
12/05/2013 at 05:17

I have no idea. Maybe they'll keep the Chevy name for the very rare US imports. I don't think I've seen more than one recent Camaro in my life. I can go half a year without seeing a Corvette. The vast, vast majority of Chevrolets here are of the Korean kind. Mostly the Cruze, Sonic/Aveo and Spark and a few Captivas. All forgettable, all not very competitive.

MtrRider Just Wants Doritos > duurtlang
12/05/2013 at 05:19

Well now that the Corvette is a undeniably good car in every measure, people might want to buy it. And I can't see it being sold as anything but a Chevrolet.

duurtlang > MtrRider Just Wants Doritos
12/05/2013 at 05:24

In the past it's been briefly badged as just 'Corvette', without the Chevrolet (or Opel or Vauxhall) moniker. But it'll probably still be named Chevrolet.

The Corvette C6 might not be as good as the C7, it's still an undeniably good car I imagine. Still, for whatever reason nobody buys one here even though it's offered. I don't think the C7 will fare much better, regardless of the presence of mainstream Chevrolet.

KirkyV > duurtlang
12/05/2013 at 05:29

I'll never understand why, when introducing a new budget brand, GM would pick a badge that already carried baggage in Europe—and not the kind of baggage that you want. People have always perceived Chevrolet, like most US domestic market brands that aren't Ford, as wholly out-of-touch with the needs and wants of the European motorist. Wouldn't it have been easier to just come up with something new, rather than simultaneously trying to completely change the reputation of two badges?

It's not as if people were going to start perceiving Vauxhall/Opel as a 'premium' automaker, just because a new, still crappier brand was available. Perhaps if they'd actually tried to move their offerings up-market, there might've been a chance, but the Corsa, Astra and such have remained exactly where they were, perception-wise. They did introduce the Adam, but so far as I'm aware, it's been something of a flop.

Benjamin U. > MtrRider Just Wants Doritos
12/05/2013 at 05:34

According to Belgian newspapers, they will continue to offer certain American models such as the Corvette.

I have never understood American car makers' policies in Europe. As long as I can remember, they have been introducing and withdrawing makes from Europe. Chevrolet, Buick, Pontiac, Cadillac and other makes have all at times been available, but never with a full line-up, and never for a very long time. How can they ever expect to build a loyal customer base this way?

Also, would it be such a bad idea for GM to try and move Chevrolet more down-market, as a Dacia-competitor? I think not.

Lastly, might this be a precursor for future Opels being badge-engineered Chevrolets? Or will they really abandon their world car policy in Europe?

duurtlang > KirkyV
12/05/2013 at 05:39

GM should've kept the Daewoo name. Back in the day it had the same status as Kia and Hyundai, and look where they are now. But a name is just a name, it's the product that did GM in. Opel/Vauxhall vehicles are already rather lackluster, Chevrolets are worse. I really don't see why you'd buy a mainstream GM vehicle in Europe. If you just want a 'car', get something Korean or Japanese. If you want something more get something French, Italian, Swedish or German (Ford EU and VAG as a whole included, Opel excluded).

duurtlang > Benjamin U.
12/05/2013 at 05:57

At the moment many Opels are available in the US (and China I imagine) as Buicks. The Buick Encore, Verano and Regal are all Opels. Badge engineering Chevrolets as Opels in the larger volume segments (Corsa, Astra, Insignia) won't work I imagine; they'd be less competitive and GM will lose market share.

You're right about the American brands continuous unsuccessful market introductions. They fail because they don't offer what the market demands, they just offer some vehicles that are 'good enough' elsewhere, and expect them to do well in a highly competitive market with different demands. That, at least, is my personal analysis. Short answer: they don't try hard enough.

Fl1ngstam > MtrRider Just Wants Doritos
12/05/2013 at 06:37

Only imported Holdens get to wear Vauxhall badges. The Corvettes and Camaros are still Chevys.

Hoccy > duurtlang
12/05/2013 at 06:48

Actually, I wonder why they stayed so long. They can't have sold many cars, the last Chevrolet car I saw was an early 80's Caprice wagon.. The markets where Chevrolet has done well before (large SUV, Vans, huge wagons) is just too tough or irrelevant today. No enthusiasts interested in smaller cars, and no relevant or good cars doesn't make good sales figures.

Goshen, formerly Darkcode > duurtlang
12/05/2013 at 06:57

Wasn't Chevrolet already down market?

duurtlang > Goshen, formerly Darkcode
12/05/2013 at 07:03

Sure, but not enough. It's too close to Opel/Vauxhall. It should be down market like 1999 Hyundai, not like 2013 Hyundai.

duurtlang > Hoccy
12/05/2013 at 07:05

For some reason I see the absolutely hideous Spark quite frequently. The others, not so much.

505 - morphine not found > Goshen, formerly Darkcode
12/05/2013 at 07:14

It was cheaper, but the product itself wasn't that much worse, which is the worst possible solution for Opel.

Jimmeney > duurtlang
12/05/2013 at 08:24

Do you live near an airport? I see loads around, all wearing the subtle 'e' sticker of an Enterprise rentacar.