Introduced in 2003 under the banner “For a Special Journey Called Life”, the Chevrolet brand has garnered good recognition for General Motors India and has acquired quite a few accolades like being named “The Best Automotive Brand of the Year 2004” by BS Motoring.
Speaking at a select press meet Amit Dutta, Vice-President, Marketing, Sales and Aftersales, General Motors (GM) India, divulged on the reasons, the awards and the efforts that had made Chevrolet the brand it was today.
In a bid to boost its market share from the current 2.5 per cent to 10 per cent in another four to five years, GM is banking big on the Chevrolet brand. At present, the Chevrolet brand has three vehicles – the flagship Optra, new generation MUV Tavera and Forster AWD.
Apart from the Chevrolet brand, GM also has Opel Corsa, Corsa Sail, Corsa Swing and Opel Vectra in its product portfolio. “Opel and Chevrolet are some of the strongest brand names in the automotive industry in India today. Both these brands stand for quality, reliability, safety, innovation, environment-friendliness and customer care. This perhaps is what has worked in our favour – leveraging our pedigree to compete with other international well established brands in the country,” opined Dutta.
Divulging more on the pioneering efforts that had made Chevrolet succeed in India, Dutta said, “It is our product, the noise free comfortable vehicles that we make and the way in which our creative agency, Enterprise Nexus, and media buying agency, McCann, work for the right communication that has built the brand today. Somewhere down the line, we have been able to create that emotional connect with our customers. We also have many industry-first programmes, including a 24x7 call centre with a common call number, servicing the vehicle in just three hours, and alliance advertising (with BPCL and Tanishq). All these have helped us in increasing the connect.”
By year-end GM will see a global positioning attempt that will unveil the common values, but different expressions. Road shows and direct marketing programmes, too, are in the pipeline. In the next two years, Chevrolet will attempt an image leadership position.
The company is also aiming to sell about 160,000 cars a year by 2007-08 and to achieve that level it will have to introduce Chevrolet Spark in the product portfolio.
Though not divulging much on the launch of Chevrolet Spark, Dutta said that the much-loved Daewoo Matiz would be launched in India by the end of this year. The Matiz will join the other Daewoo cars re-badged as Chevrolet from the GM stable.
As it is learnt, the new Matiz aka Chevrolet Spark, will retain the overall appearance and looks of the older Matiz, but there will be some changes that Chevrolet described as “modern design, clever use of space, excellent value and reliable, robust engineering”.
The launch is essential as GM in India desperately needs a small car to compete at the lower end of the segment with the Maruti Alto, Santro Xing, the Indica and the Palio.