Chevrolet 'for everyday heroes'

Chevrolet is a brand 'for the everday hero', according to Mark Terry, MD for Chevrolet UK & Ireland. And as such, particularly in austere times, it has to be 'sensitive' about value for money and providing its customers with assurances about their purchases, writes Brian Byrne.

Which is one reason why a relaunched Chevrolet in Ireland is offering a 5-year warranty on the range just introduced through a revitalised dealer network.

The 'everyday hero' label can apply right across the age profile from the young first-time buyer through the mothers doing schol runs to older people perhaps looking to downsize their cars, and Mark Terry's strategy is to quietly target them all. He doesn't reckon on achieving instant large volumes of sales, but figures there's opportunity in a market somewhat in 'disarray'.

"Chevrolet is 101 years old and has a good, upstanding name. And there's a really good product range now, a great set of vehicles which will appeal to a new set of customers."

For the bread and butter buyer which will be the mainstay of any penetration which Chevrolet will make in Ireland, the key models are Spark, Aveo, Cruze and Orlando. But emotional strings will be pulled with the power image of the Camaro from the brand's US 'muscle car' heritage, while techies will look with interest at the Volt extended range electric car. Even if their budgets or needs don't rise to either of those.

"All of our promotion will be based on lifestyle and emotion, because for our everyday heroes their car is an emotional purchase as well as a practical one. Customers want to feel good about life, and Chevrolet is all about that."

Once the decision was taken to rebuild Chevrolet in Ireland under the direct umbrella of GM Europe, a number of housekeeping matters had to be attended to. In the first instance, appointing Tom McQueirns (above left with Mark Terry) as Country Director brought on board Irish motor industry experience going back to the 1990s, including bringing Daewoo and later Chevrolet to the Irish market.

"We also had to re-establish the network, and ten of the original Chevrolet dealers have come on board, while we're actively talking with three more. Once all that is done, we'll then see about new dealers where we don't have coverage."

Spare parts and warranty provisions have also been put in place over the recent months to cater for Chevrolet owners who bought from the previous franchise.

By the very nature of the relatively low volumes likely in the initial period of rebuilding brand awareness, Chevrolet's dealer profile is primarily in the multi-franchise outlets. But Terry is confident that, down the road, there will be solus dealerships for the brand.

"In the current climate, money for development is scarce. As the market grows, we will make investments."