Chevrolet Wayne Brannon, Executive Director Chevrolet Europe Wayne Brannon, Executive Director Chevrolet Europe
Founded in 1911 by a Swiss race car driver and an American entrepreneur Louis Chevrolet and Billy Durant Mixed Presence in Europe Over the Years Recent Re-launch of the Brand in 2005 Record Levels of Sales in 2006 Founded in 1911 by a Swiss race car driver and an American entrepreneur Louis Chevrolet and Billy Durant Mixed Presence in Europe Over the Years Recent Re-launch of the Brand in 2005 Record Levels of Sales in 2006
Upper Class Upper Middle Class Middle Middle Class Lower Middle Class Lower Class SIGMA 2004 Social Status "To preserve" Subjectivism " I - am – me" TraditionalModernPostmodern Status, Property, Self-indulgence "To have, to consume and to indulge" Postmaterialism : „To be and to share“ Value Orientations Upper Conservative Segment Social Climber Segment Traditional Mainstream Conventional Modern Mainstream Socio- Critical Segment Counter Culture Pragmatic Strivers Upper Liberal Segment Postmodern Segment Traditional Blue Collar Segment Progressive Modern Mainstream Centre of Gravity Foundation Role for Chevrolet
Chevrolet Europe Proposition “Expressive Value” A Lot of Car for Your Money Value without Compromise in Design Approachable & Friendly Experience Strong Commitment of Quality & Durability A Global Brand You Can be Proud Of “Expressive Value” A Lot of Car for Your Money Value without Compromise in Design Approachable & Friendly Experience Strong Commitment of Quality & Durability A Global Brand You Can be Proud Of
Sales Growth – Total Europe , % 31,90638,61244,54047,105 54,910 65,33565,40665,47068,58175,86179,06871,737 75,44985,355 88,15392, ,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 90, ,000 Jan-Mar 2003 Apr-Jun 2003 Jul-Sep 2003 Oct-Dec 2003 Jan-Mar 2004 Apr-Jun 2004 Jul-Sep 2004 Oct-Dec 2004 Jan-Mar 2005 Apr-Jun 2005 Jul-Sep 2005 Oct-Dec 2005 Jan-Mar 2006 Apr-Jun 2006 Jul-Sep 2006 Oct-Dec 2006
Sales in Eastern Europe – Accelerating , % 121, , , ,329 17,698 41,098 43,709 41,137 22,571 67,814 98, , , , , , , , , , , , , , Western EuropeCentral EuropeEastern & Other Europe
New Models Drive Balanced Portfolio
Captiva & Diesels Mapping New Direction for Chevrolet Captiva builds on US brand perception and demonstrates new capabilities of GM Global Design – Key Bridge Vehicle Leverage Heritage Image of SUV’s Build Awareness of Product Line-up – #1 Priority Captiva is the first Chevrolet Europe vehicle with a diesel engine Lacetti, Nubira and Epica are also now available with Diesel engines Captiva builds on US brand perception and demonstrates new capabilities of GM Global Design – Key Bridge Vehicle Leverage Heritage Image of SUV’s Build Awareness of Product Line-up – #1 Priority Captiva is the first Chevrolet Europe vehicle with a diesel engine Lacetti, Nubira and Epica are also now available with Diesel engines
Global Product Reinforcing Brand Image Chevrolet HHR & Camaro Announcements Recent News HHR start of sales planned – Q Camaro “Fast-Follow” to US Launch in 2009 Both Cars Extremely “Expressive” Both Cars Will be Good “Value” in Their Competitive Segment Chevrolet HHR & Camaro Announcements Recent News HHR start of sales planned – Q Camaro “Fast-Follow” to US Launch in 2009 Both Cars Extremely “Expressive” Both Cars Will be Good “Value” in Their Competitive Segment
New Dealer Identification Expresses Brand Look & Feel
Summary Chevrolet Europe Still Young but Growing “Expressive Value” Attracting New Customers Starting to Make Measurable Contribution to Global Chevrolet Sales of 4.3M Vehicles Beginning to Feel Benefit of Global Portfolio Diesel Engines Expanding Customer Offer Lots of Work to Build Awareness Consistency in Brand Presentation Will Help Chevrolet Europe Still Young but Growing “Expressive Value” Attracting New Customers Starting to Make Measurable Contribution to Global Chevrolet Sales of 4.3M Vehicles Beginning to Feel Benefit of Global Portfolio Diesel Engines Expanding Customer Offer Lots of Work to Build Awareness Consistency in Brand Presentation Will Help
Chevrolet in Europe Thank You