As part of it marketing initiative, General Motors India has announced the ‘Chevrolet Promise’ programme exclusively for its Indian clientele. The company has drawn a maintenance cost for three of its models and their variants, which, if exceeded, the customer can get a refund of the difference. The company has also introduced the New Chevrolet Aveo on the occasion of Aveo’s first anniversary.
‘Chevrolet Promise’ is a bid wherein the customer can claim a refund of the excess amount paid for maintenance, if the total maintenance cost over a period of three years or 45,000 km -- whichever comes first -- exceeds the fixed amount. The programme covers everything except special items such as repairs due to accidents, external damages and damage from natural disasters, etc. The customer can choose to avail the ‘Chevrolet Promise’, either by paying it at the time of purchase of the vehicle, or in installments.
According to Rajeev Chaba, President and Managing Director, GM India, said, “This programme stems from the confidence we have in our world-class products. It establishes Chevrolet as the best in terms of cost maintenance among other exclusive product attributes.”
The total maintenance cost of Chevrolet Spark is Rs 12,999, while it is Rs 14,999 for Chevrolet Aveo U-VA, Rs 15,999 for Chevrolet Aveo, Rs 17,999 for Chevrolet Optra Magnum (petrol)/SRV, and Rs 26,999 for Chevrolet Optra Magnum (diesel)/SRV.
Chaba added, “We provide service and maintenance packages globally, but such a cost commitment programme is a first of its kind that is available only in India. We have done competitive benchmarking based on spare-part pricing and labour services. Therefore, our maintenance costs are 12-15 per cent lower than that of other cars.”
On the other hand, the New Aveo is an answer to Ford Fiesta and Honda City. The New Aveo offers features like chrome-garnished telescopic instrument cluster, an improved gear shift for easier drivability, and an enhanced throttle response for better acceleration.
The company doesn’t intend on having any ad campaign for the New Aveo, except for print ads. The company’s other marketing initiatives are more focussed on after-sales of the vehicles.
The company is investing $320 million to set up its second plant at Talegaon near Pune. It aims to sell 65,000 units of Aveo by the end of this calendar year, while it has plans to launch Chevrolet Captiva, a SUV, by 2008.