ChevroletChevrolet
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
UpperMiddle Class
MiddleMiddle Class
LowerMiddle Class
Lower Class
SIGMA 2004
Social Status
"To preserve"Subjectivism
" I - am – me"
Traditional Modern PostmodernStatus, Property, Self-indulgence
"To have, to consume and to indulge"
Postmaterialism : „To be and to share“
Valu
eO
rienta
tions
Upper ConservativeSegment
SocialClimberSegmentTraditional
MainstreamConventional
ModernMainstream
Socio-Critical
Segment
Counter Culture
Pragmatic Strivers
Upper LiberalSegment Postmodern
Segment
Traditional Blue Collar Segment
ProgressiveModern Mainstream
Centre of Gravity Foundation Role for ChevroletCentre of Gravity Foundation Role for Chevrolet
Chevrolet Europe Proposition 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 2003-2006Sales Growth – Total Europe 2003-2006
2006341,737
1.6%
31,906
38,612
44,540
47,105
54,910
65,335
65,406
65,470
68,581
75,861
79,068
71,737
75,449
85,355
88,153
92,780
-
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
100,000
Jan-Mar2003
Apr-Jun2003
Jul-Sep2003
Oct-Dec2003
Jan-Mar2004
Apr-Jun2004
Jul-Sep2004
Oct-Dec2004
Jan-Mar2005
Apr-Jun2005
Jul-Sep2005
Oct-Dec2005
Jan-Mar2006
Apr-Jun2006
Jul-Sep2006
Oct-Dec2006
Sales in Eastern Europe – AcceleratingSales in Eastern Europe – Accelerating
2006341,7
371.6%
121,894142,209 153,053 152,329
17,698
41,09843,709 41,137
22,571
67,814
98,485
148,271
162,163
251,121
295,247
341,737
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
2003 2004 2005 2006Western Europe Central Europe Eastern & Other Europe
Matiz/Spark24%
Aveo/Kalos32%
Lanos13%
Epica3%
Rezzo/Tacuma4%Captiva
3%
Lacetti/Nubira21%
Matiz/Spark24%
Aveo/Kalos32%
Lanos13%
Epica3%
Rezzo/Tacuma4%Captiva
3%
Lacetti/Nubira21%
New Models Drive Balanced PortfolioNew Models Drive Balanced Portfolio
Captiva & Diesels Mapping NewDirection for ChevroletCaptiva & Diesels Mapping NewDirection 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 ImageGlobal Product Reinforcing Brand Image
• Chevrolet HHR & Camaro Announcements Recent News
• HHR start of sales planned – Q4 2007
• 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 – Q4 2007
• 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 & FeelNew Dealer Identification Expresses Brand Look & Feel
SummarySummary
• 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 EuropeChevrolet in EuropeThank You
