Frankfurt show – Chevy’s muscle-car image not for Europe Countries
Chevrolet
is unveiling the convertible version of its iconic Camaro model at Frankfurt,
while the coupe is being seen by European audiences for the first time.
But despite its iconic name, Chevrolet is still struggling to
make sales headway in Europe.
European head Thomas Sedran believes, however, that the brand
can improve its position among European buyers.
“The market in Europe is tough anyway and
we have had a difficult 2013 so far but we decided not to try and buy market
share,” Sedran tells Headline Auto.
“We have pulled out of low margin business such as daily rental
and motability – we need to make money and we are in the cage with some big
gorillas.
“Retail is doing well across Europe with 110,000 sales to the
end of August, but if you add in Russia then the picture is very different,
boosting our numbers to 340,000.”
Sedran’s biggest challenge is brand awareness. Certainly
Chevrolet is a very well known name but the perception is wrong, focused on
cars such as the Camaro rather than its Euro range of mainstream vehicles.
“This is not about US cars, it’s about cars that are very
European in style and driveability,” he says.
“We need to appeal more to younger customers to help
differentiate our cars from Opel. The fact is we are not among the top five
when people are choosing a car.
“We
will concentrate on our brand values which are expressive design, value for
money and a good price. We will push the fact that Chevrolet enables people to
stay connected and that’s very important for young buyers.”
Could Chevy use its halo cars, the Corvette and Camaro, more to
help pull customers into dealership? “It certainly works at a motor show but
these cars are in short supply so it is not possible for all dealers to have
them,” Sedran says.
“We are looking at other ways, for example placing these halo
cars in movies.”
Chevrolet’s strategy globally is to build vehicles where it
sells so could it utilise some spare Opel capacity? According to Sedran there
has been no decision yet on European production.
Frankfurt show – diesels fuel path to big growth for Maserati Cars
Maserati has set an ambitious target to raise global sales from 6000 to 50,000 by 2015.
This will initially be achieved on the back of three new models, keen pricing and the addition of diesel engines for the first time.
The all new Ghibli was unveiled in Shanghai and at Frankfurt has been joined by the latest Quattroporte 3-litre diesel.
Coming in 2015 is the brand’s first SUV which will be called Levante.
Maserati revealed that when the Ghibli comes to the UK it will be priced below £50,000 making it available to a wider number of potential customers.
The ambitious sales target will relieve pressure from Maserati’s Modena factory which builds the GranTurismo and GranCabrio. The Quattroporte and Ghibli will be assembled at the former Bertone factory in Turin and the SUV will go into production at Fiat’s Mirafiore plant.
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