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GM launches Chevrolet Tavera, plans aggressive multimedia campaign

GM launches Chevrolet Tavera, plans aggressive multimedia campaign

Author | exchange4media Mumbai Bureau | Thursday, May 20,2004 7:23 AM

GM launches Chevrolet Tavera, plans aggressive multimedia campaign

In a simultaneous three-city launch in Bombay, Delhi and Chennai, General Motors India unveiled its latest offering to the Indian automobile market in the form of 'Tavera', a multi utility vehicle (MUV) yesterday.

Chevrolet Tavera is the first MUV from the house of General Motors and their third model within a year for the Indian market. Speaking at the launch function, Rajeev Chaba, Chief Operating Officer, General Motors India, said, "MUV is a deprived segment in India and has a huge potential to grow. Currently, there are very few choices available. We have introduced Tavera to satisfy this segment, to grow in the market and create a niche for ourselves."

MUV is touted as an alternative to a passenger car and is being considered as a high growth category. The MUV segment is expected to reach 94,000 units by the end of 2004, and is currently growing at the rate of 47 per cent per annum as against a 19 per cent growth in the passenger car segment

"The architecture of Tavera has redefined the MUV segment and will capture the imagination of India's family car. Tavera is not a carbon copy of other models across the world but has been redesigned and re-engineered for India. More than seventy prototypes were built over the last six months before 'Tavera' was given the nod by the makers," Chabra added.

Priced at Rs 5.44 lac ex show room price in Delhi for its basic model, Tavera carries a warranty of 2 year/50,000 kilometre and a 5 years/150,000 kilometre engine warranty, the first of its kind in India.

Throwing light on the advertising strategy, Vinay Dixit, VP- New Business Development and Planning, GM India said, "Working with Enterprise Nexus, we have planned an extensive advertising campaign for Tavera, which will include television commercials, press ads, internet and outdoors. The MUV segment lends lot of scope for outdoor advertising. Outdoors will include billboards, bus shelters and shopping malls across cities"

With regard to Internet advertising, Dixit explained that the idea of going on to the Net is two pronged. "One is that of commercial application for which we have launched an official website for Tavera within our own official home site. The second is the family segment, which is our main target audience This segment goes on to the Net to seek information on a regular basis. "Therefore we are targeting advertising on general websites such as and which drive lot of traffic on a daily basis," he added.

Tavera, with six variants and seven colours will hit the road on the 16th of June, 2004 and that will be the day when the ad campaign will also break out.

Also present at the launch function were officials from Isuzu Motors, GM India's alliance partners. Sharing his perspective on the Indian market, Randy Schuarz, Executive VP, Isuzu Motors, said, "Asia Pacific is where most of the growth is happening and India is the growth leader not only in this market but through out the world. Indian consumers being fun and contemporary are synonymous with this global brand. India will play an increasingly larger role for GM India's strategy in terms of sales, manufacturing and R&D".

GM India's focus is to have a reasonable cost of ownership. Their winning strategy is initial price, service centre accessibility, ready availability of spare parts and its pricing to consolidate their position further in this market.

Tavera, as per General Motors, is expected to sell 25,000 units per year. The company is targeting to achieve a sales figure of 10,000 units by December 2004.

Chevrolet is also on an expansion spree. A dealer network of 74 dealer partners and 100 service points by the end of December 2004 has been set by the company. Presently, the company has 54 dealer partners and are present in eight towns and cities. GM India will soon expand their presence to C and D cities too. Existing dealer networks are also being revamped and expanded. Most facilities are adopting the state of the art 3S integrated facility norms.

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