One robot, Bumblebee, was a Chevrolet Camaro - ironically, the Transformers catchphrase, ‘More than meets the eye’, is a fitting description for Chevrolet’s current state of affairs.
Founded in 1911, Chevy, as it is affectionately known, is an all-American auto icon and one of General Motors’ (GM) best-selling brands. With more than 20 vehicle designs, the brand boasts two of the highest-selling automobiles in the US with the Silverado pickup and the Impala. While the brand remains a classic in the US, it hasn’t travelled well. After the 2001 acquisition of Daewoo Motor, the South-Korean automobile brand, GM refitted its Korean-made cars with Chevrolet badges.
The Daewoo Lacetti car models were first offered as Chevrolet Optras in a move to boost the prestige of the Korean marque and increase sales in local markets. While Daewoo exports could still be found in countries such as Canada, India and China, in some parts of the world the Daewoo brand was more often a ‘Chevy in disguise’.
Although the brand and its original model names persisted until December 2004, Daewoo had become Chevrolet in most markets a year later. The move did little to make Chevrolet a truly global brand or convince consumers of the American car’s credentials. Across Asia-Pacific, consumers were confused over what was or wasn’t a Chevy. In China, Daewoos were Buicks and Chevrolets; in Australia and New Zealand, they were Holdens.
Despite the identity crisis and its biggest net loss in history - US$38.7 billion - GM remains the global leader in car sales ahead of Toyota, with nine million units sold in 2007, while Chevrolet’s sales grew over four per cent to nearly 4.5 million. In Asia-Pacific, growth soared by 22 per cent last year.
More recently, Chevrolet is waking up to the potential of its brand based on 2007’s healthy sales. A regional search is on the way for a creative agency to transform the reworked Chevy into its next incarnation - a premium car brand.
Gavin Macdonald, regional planning director, Ogilvy & Mather Asia Pacific
If you look at the product line-up, all Chevys in the marketplace currently are, in one shape or another, rebranded cars. This may be at the root of its operational issues in Asia.
If you are buying a Chevy you are, after all, buying into history. You are investing not just in a new car, but in a dream of the open highway, in a certain definition of freedom, and of course, in an idea of America.
More bluntly, if I order a hamburger, don’t give me a bowl of noodles.
Consumers may feel they are being short-changed by what is, in effect, a ‘Daewoo under the skin’. Moreover, this is the kind of secret that quickly filters down from knowledgable enthusiasts to the mainstream consumer, giving ordinary car buyers an excuse to cross Chevy off their list of possibles.
GM should look at its product offering before tinkering with communications to solve the problem. It needs to bring in models that are relevant and aspirational to Asian consumers and that are actually available in the US. This should help strengthen the brand’s rich heritage and appeal.
After all, Chevy is as American as apple pie, so why dilute this asset?
Fiona Bartholomeusz, managing director, Formul8
A lot of the automobile brand communications in Asia have ended up looking the same. They’re all selling ‘penis envy’ statements about horsepower, technology and how driving one will bag you that supermodel. They say nothing about the real reasons people buy cars.
The startling truth is people want practicality as well as premium features. And they all want to go fast and look good while they’re doing so. But they want to reach their destinations in one piece - and with peace of mind.
People just don’t get what Chevy stands for. Its slogan, ‘Drive a Chevy’, just boggles the mind with its utter lack of emotional attachment. And it’s no wonder the audience is confused. Is Chevy American? Korean? Is its only USP that it’s priced to fight the Japanese?
Chevy needs to dig in deep and invest in the pillars that build any brand - namely, dealers, staff, products and communications. Fighting the price war and trying to pretend you’re American just won’t cut it anymore. Ultimately, you’re selling a product that people depend on with their lives; so they should invest heavily in build quality and after-sales service because current owners are really the best or worst brand evangelists.
