Fixed with a total noise restraint system, the Optra will be differentiated from its rivals by its "luxury sedan levels of interior quietness", said David Tuck, senior consultant at Weber Shandwick.
One television spot in the ad campaign created by Leo Burnett shows a young couple riding home from a party. On the way, they pass a motel.
At this point, the woman gives the man a hard smack on his head. The voiceover that comes on warns: 'Don't think too loud, it's quiet in a Chevrolet Optra'. The campaign, which includes print, outdoor and radio, will run until year-end, a Burnett spokesman said. There is also interest from other markets to use the campaign.
The GM Thailand plant is scheduled to shortly begin exporting the Optra to Indonesia, the Philippines, Singapore, Brunei and Malaysia.
Meanwhile, on the PR front, roadshows and "mini-launches" to showcase the car have been organised in 10 provinces inThailand, Tuck said. "Later we will be working on developing Thai media ride and drives, and Asean media ride and drives."
The launch of the Optra in Thailand comes as car sales increased across all segments. With four points between 695,000 baht (US$16,600) and 950,000 baht, it also has a fairly broad target audience.
Local media report that GM expects to sell a total of 6,000 vehicles this year - including both the Zafira and the Optra, up 50 per cent over last year.
The Optra will compete against the likes of Toyota's Corolla Altis, Honda's Civic and Nissan's Sunny Neo.
