{MiG1}Chevrolet is one of GM's four core brands and, as long as company officials are concerned, it plays a key role in the global market strategy of the US-based former bankrupt automaker. Brent Dewar, who has been named Chevrolet Global vice president just after General Motors emerged from bankruptcy, thinks Chevrolet actually "needs to be the General Motors Company," as he said in an interview for Auto Observer.com.
Furthermore, Gem's CEO Fritz Henderson admitted that Chevy is a very important brand and emphasized that this particular brand must replace both Pontiac and Saturn.
"Buick, Cadillac and GM play a critically important role, but in terms of driving share, it has 2009 Chevrolet Cruz - 210.Spigot be Chevrolet," Henderson said. "I won't say I'm satisfied with the progress, but I'm seeing signs we're getting traction. Chevrolet can fill the void of Pontiac and Saturn. With the introduction of the Chevrolet Cruz next year, Chevrolet has the opportunity to not only maintain but boost share."
Dewar admitted that Chevrolet has to adopt a slightly different market strategy and concentrate its efforts on the youth segment in a way it never did before: by using social network (probably in a similar manner as Ford tries with the new Fiesta in the United States).
"If you're on the 5 o'clock news talking about the Chevy Spark, you might get a few grandparents who will buy it, but we have to be relevant with our products, their positioning and the tonality of our communication," he said. "I see that as a radical shift in how we approach the market."
Furthermore, Gem's CEO Fritz Henderson admitted that Chevy is a very important brand and emphasized that this particular brand must replace both Pontiac and Saturn.
"Buick, Cadillac and GM play a critically important role, but in terms of driving share, it has 2009 Chevrolet Cruz - 210.Spigot be Chevrolet," Henderson said. "I won't say I'm satisfied with the progress, but I'm seeing signs we're getting traction. Chevrolet can fill the void of Pontiac and Saturn. With the introduction of the Chevrolet Cruz next year, Chevrolet has the opportunity to not only maintain but boost share."
Dewar admitted that Chevrolet has to adopt a slightly different market strategy and concentrate its efforts on the youth segment in a way it never did before: by using social network (probably in a similar manner as Ford tries with the new Fiesta in the United States).
"If you're on the 5 o'clock news talking about the Chevy Spark, you might get a few grandparents who will buy it, but we have to be relevant with our products, their positioning and the tonality of our communication," he said. "I see that as a radical shift in how we approach the market."
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