In the 10 years he's been with General Motors Overseas Distribution Corp in Singapore, marketing and product manager Andrew Liew finds his current challenge - making Chevrolet a mainstream brand in the city - the most interesting.
Liew has his job cut out for him. The high cost of owning a car in Singapore does limit the market.
Long-established Japanese, Korean and European brands such as Toyota, Hyundai and Mercedes-Benz have a foothold. Meanwhile, Liew is introducing an American brand at a time when sentiments towards the US are mixed - people are worried to flash anything 'too American'. In addition, the four Chevrolet models launched to date are designed and made by GM Daewoo, and Liew admits there is still a bit of stigma attached to Daewoo. "It is unfortunate that when GM bought into Daewoo, it was bankrupt. We took the production assets and GM infused expertise into the operation. It's not the old Daewoo anymore," he says.
Liew is targeting sales of 1,500 to 2,000 Chevrolets this year. Sales figures from the Motor Traders Association, whose members account for 90 per cent of the market, show Chevrolet, which launched in Singapore last September, is now in 10th place as a favourite among car owners, after Toyota, Hyundai, Nissan, Honda, Mitsubishi, Mazda, Mercedes-Benz, BMW and Kia. Liew aims to push Chevrolet into fourth or fifth position.
So far, his efforts to promote the marque cover advertising, sponsorship of American Idol and Singapore Idol, and press relations. The brand's coordinated and full-scale branding campaign covering TV, print, radio and outdoor has only just launched. "The car industry is pretty mature in advertising and there are signs that is moving from traditional TVC and print and experimenting with new avenues, such as billboards or internet marketing," Liew says.
He believes what will set Chevrolet apart are its branding, GM's ability to provide the market what it wants and the 'people aspect', from salesmen who understand the consumer's specific needs, down to servicing post-sale.
"Branding is important. All cars tend to be similar in terms of design and features. Apart from the brand, Honda is not different from Chevrolet.
So the factor that will differentiate us from them will be the brand - what it stands for. A car is just a commodity," Liew says.
To whit: Chevrolet stands for the American values of freedom, individuality, courage and daring to be different. This is why Liew feels the quickest way to raise awareness of what it represents is with association marketing.
Chevrolet's sponsorship of American Idol and now Singapore Idol came about as both TV shows promote similar values. And, Liew believes, GM can 'localise' a global brand such as Chevrolet by putting a local 'face' to it. To this end, popular celebrity Gurmit Singh has been appointed as its ambassador.
Singh appeals to all society classes, Liew says, in line with Chevrolet's message that it is value for money and has cars that appeal to a broad spectrum.
Liew also feels that while current timing may not be so opportune for American brands, Chevrolet can get past this as it is a US icon, not a mere brand. "Chevrolet is as famous as Levi's. It has a unique heritage and is related strongly to music. Songs have been written about Chevrolet; it appears in famous songs such as American Pie, Crocodile Rock, etc.
We want to shout all this without flying the stars and stripes too much, as GM believes in being global but staying local. We are giving people the chance to experience an American brand, not to be American."
For a car-lover and a marketer at heart, that challenge is simply irresistible.
LIEW: ON THE RECORD
On the 'Certificate of entitlement' COE, which buyers must bid for first in order to own a car, is here to stay. The market has accepted that the car market is the way it is in Singapore. What they look for is value under those conditions.
Why Chevrolet is exciting It is rare to launch a new brand, and an icon at that, into Singapore. Normally we introduce a new model of an existing brand. Chevrolet is a breath of fresh air in the market.
The task at hand People have an impression of Chevrolet. They've heard the name, but they don't really know much about the car. Our job is to give the brand an identity.
What's great about Chevrolet The quality. It is good value for money and the designs are nice. We will introduce new models and make each more perfect. It is a learning curve as we see what models work best.
Biggest hits so far Being 10th on the list of Motor Traders Association's sales figures. And getting phone calls from friends who said, 'hey I saw your car on TV' when our American Idol ads appeared in January.