Chevrolet aiming to hit targets
ICONIC American branch Chevrolet could be as big as General Motors mainstream European brands Vauxhall and Opel in Europe, believes GM Europe sales and marketing vice-president Jonathan Browning.
Trebling last year's European sales of 450,000 is a realistic ambition, he said. "I believe Chevrolet could sell up to 1.5 million cars in Europe in the medium term," Browning said.
He's not putting a timeframe on the target, only to say it could be achieved "within five-to-ten years".
Growth for the Chevrolet brand would be driven by the booming central and eastern European market, where Chevrolet, as a low-cost brand, has a strong appeal.
Bizarrely, the American brand has found favour in Russia, now the largest European market for Chevrolet - largely thanks to the 55,000 Chevrolet Niva SUVs built in GM's joint venture with Russian Lada-maker AvtoVAZ.
In the UK, Chevrolet's sales of 20,000 units are still short of the peak days of Daewoo, which achieved 1.5% of the UK market in the late 1990s, though Browning said he was satisfied with progress since the 2006 rebranding exercise which saw the Chevrolet name adopted on Deawoo models.
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