General Motors India has expanded the range of its automobiles with the launch of the Chevrolet Tavera Neo 2. The launch comes on the heels of the Chevrolet Captiva SUV hitting the Indian roads earlier this year and the new state-of-the art manufacturing facility in Talegaon, Maharashtra, becoming operational.
The Chevrolet Tavera Neo 2 is priced at Rs 9.54 lakh (ex-showroom Delhi). Leo Burnett has been assigned the creative mandate for the vehicle. The four-wheeler’s positioning will straddle both personal usage and commercial usage customer, which comprises 65 per cent and 35 per cent of its sales, respectively, and hence its communication strategy is spread across television, outdoor and on-ground activation.
The auto company is primarily focusing on upgrading its existing models and Chevrolet Tavera Neo 2 is its first step towards that direction.
Speaking at the launch, Karl Slym, President and Managing Director, GM, said, “As a result of the feedback we received, the Chevrolet Tavera once again raises the bar in terms of features and personal amenities for its segment. It is a testament to GM’s resolve to continuously add value and excitement to our entire Chevrolet product line-up.”
Currently, GM has Spark, Optra, Aveo, Aveo UV-A, SRV and Tavera under its umbrella brand Chevrolet. The company will launch its Chevrolet Volt and also come up with its small car in 2010.