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General Motors eyes high-end market with the Chevrolet SRV launch

30-June-2006
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General Motors eyes high-end market with the Chevrolet SRV launch

As part of the largest expansion of its product line-up in its history and with an eye on the upmarket clientele, GM on Thursday unveiled the Chevrolet SRV (sports recreational vehicle). Positioned as a ‘sportsback car’ the Chevrolet SRV is priced between Rs 6.97 lakh and Rs 7.51 lakh.

Speaking at the launch, Rajeev Chaba, President and MD, General Motors, said, “Market research indicates that there is growing demand for this type of car, especially among design oriented consumers.”

He further said, “The Chevrolet SRV is a global product sold across Europe, North America, Canada and Asian markets, and has been re-engineered for India based on extensive testing across the country to meet the specific needs of our consumers as well as local driving conditions. It is targeted at the 25-33 year age group. We have adopted the tag line ‘Be a sport’ for the car.”

The company is widening its dealership network in 2006 from 77 sales points to 110 sales points. Besides, to ensure easy availability of spare parts, two additional parts distribution centres in Maharashtra and Delhi are being set up this year in addition to the two existing centres in Gujarat and Tamil Nadu. According to GM, through extensive localisation the company had succeeded in reducing prices of most of the fast moving components of its cars.

Chaba also informed that GM had some more upmarket models lined up for launch in India. These include the Aveo UVA, a five-door premium hatchback, Captiva SUV and Magnus, among others.

Anisha Motwani, Director-Marketing, GM, said, “We will have a 360-degree ad campaign that will include print, TVC, outdoors and the Internet. The print campaign will be breaking by July 1. We will be targeting all lifestyle magazines and attitudinal magazines. The TVC will be breaking by July 10. The ad agency behind the campaign is McCann Erickson. We also have a website dedicated on the launch – Srvchillzone.com. It will have contests, promotions, games, etc. We will be doing community marketing, viral marketing, etc, for Chevrolet SRV.”

She was, however, noncommittal about the ad spend. All she said was, “We haven’t decided a on figure yet, but the ad spend will not be as much as other Chevrolet products.”

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