The brand is well poised to break away f
rom the clutter of auto brands available in the country...
From adoption of a premium brand image, brand Chevrolet (Chevy), has evolved into a more mass market brand. From the stable of General Motors, the Chevy brand has forever proved a weapon that ensured that its position remained intact in India. Currently the company controls just 2% of the Indian auto mart but hopes to touch 10% by 2010, with an annual production capacity of 200,000 vehicles. The company has also launched ‘Spark’ which is promoted under the tagline ‘Full of life’ and is meant for the ordinary Indian and in the words of Rajeev Chaba, CMD, GM India, “...is to be positioned as a ‘family car’ instead of the usual hatchbacks which are meant for personal use. The Spark is supposed to carry a peppy image which the Chevy now wasnts to don.” Then there is the company’s plans to launch the diesel version of the Optra model – all which ensures that the brand Chevy lives on... Surely initiatives to woo the Indian consumer which explains its ascent by 7 places to the 74th position. Indeed moves by a General!
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Source : IIPM Editorial, 2008
rom the clutter of auto brands available in the country...From adoption of a premium brand image, brand Chevrolet (Chevy), has evolved into a more mass market brand. From the stable of General Motors, the Chevy brand has forever proved a weapon that ensured that its position remained intact in India. Currently the company controls just 2% of the Indian auto mart but hopes to touch 10% by 2010, with an annual production capacity of 200,000 vehicles. The company has also launched ‘Spark’ which is promoted under the tagline ‘Full of life’ and is meant for the ordinary Indian and in the words of Rajeev Chaba, CMD, GM India, “...is to be positioned as a ‘family car’ instead of the usual hatchbacks which are meant for personal use. The Spark is supposed to carry a peppy image which the Chevy now wasnts to don.” Then there is the company’s plans to launch the diesel version of the Optra model – all which ensures that the brand Chevy lives on... Surely initiatives to woo the Indian consumer which explains its ascent by 7 places to the 74th position. Indeed moves by a General!
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
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