As Chevrolet recently became the top-selling passenger car brand in the United States, it performed acutely differently in Europe — selling 55,104 cars and SUVs during the first quarter of 2012 and netting a market share of 1.36 percent, up from 1.15 percent in the first quarter of 2011. The sales results represent a 7.8 percent year-over-year volume increase, a commendable outcome given that the industry saw an 8.7 percent decline in the same timeframe.
“In the first three months of the year we were able to grow share in 23 of 32 Western and Central European markets. This is an encouraging result in a challenging economic climate,” said Susan Docherty, President of Chevrolet Europe. “With the Cruze station wagon and the Malibu coming this year, we will have launched ten new models within just 18 months, laying the foundation for further growth,” Docherty continued.
Chevy reached a best-ever market share during the first quarter in the following countries:
- Albania 5.04%
- Austria 1.27%
- Denmark 7.99%
- France 0.99%
- Poland 3.98%
- Turkey 2.79%
- UK 0.83%
The brand saw noteworthy sales increases in the following countries
- Poland +64%
- UK +40%
- Sweden +37%
- The Netherlands +36%
- Austria +26%
- Belgium +24%
- Germany +21%
The most popular vehicles for the brand in Western and Central Europe are precisely what you would expect. They include the (new) Aveo hatch and sedan (known as the Sonic in North America), Spark, Cruze, Orlando, and Captiva. Listed below are the unit sales of these models for the first quarter of the year in the region:
| MODEL | UNITS SOLD |
|---|---|
| AVEO | 15,800 |
| SPARK | 15,000 |
| CRUZE | 10,100 |
| ORLANDO | 6,900 |
| CAPTIVA | 6,800 |
Lastly, Chevy sold 2,812 vehicles in Israel during Q1 2012.
The GM Authority Take
While we have to commend The Bow Tie for increasing sales in what is otherwise a declining market environment, we can’t help but reckon that this (1.36% market share) is what happens when one exploits a brand for no good by peddling ancient Daewoos for the last decade at the expense of a legendary and historical brand. Now that the craptastic Daewoos have been replaced by competitive world-class vehicles such as those listed above, we have to wonder when Chevy will — at the least — hit double-digit market share in the region… or if the Daewoos have sullied the brand’s reputation beyond repair.
Comments
The beginning of the end of Opel?
Well you`re right mainstream Opels are just too expensive if you compare them to Chevys.On the other hand it seems GM can`t get Opel upmarket – that would justify its existence. IMHO the next gen Cruze will be able to match the best bunch of European compacts even beat them the Golf and the Focus ( euro-spec models). The biggest mistake, however , was to sell dated Daewoo models as Chevys – that made the Chevy brand perceived to be inferior to other brand ( deservedly, for sure.)
I think after Chevy hits the 5% market share number, it will start taking a significant amount of sales from Opel, the only solution is to move Opel upmarket, a position it once occupied, and one I believe it has the potential to occupy again. I, and many other people, have been advocating this for the past two years, I think its the only way Opel and Chevy can prosper and Europe. Im not worried about Chevys reputation, look what happened to Hyundai, it became a feared competitor from a laughingstock in less than two years, If chevy builds great cars than its reputation will quickly follow. But in Europe and World, I believe the best way forward for GM is to establish Opel as a upmarket brand and make it global and simultaneously slowly merging its lineup with Buick, which has already happened to some extent. I think this is what alot of people at GM want to do, but the top brass doesnt have the nerve to do it, as Opel will suffer in alot of volume in the short term as it makes the transition to upmarket.
You snooze you lose or something like that- VW made Audi a premium leader a decade ago and before it finally deserved that label Germans had made some effort and put some money in it , at the same time GM did nothing for Opel. The only reason why GM needs Opel is their technological prowess. This is why Buick got the Opel`s models not other way. But Gm can simply transfer Opel`s tech department ( or whatever it`s called ) to Chevy and make it truly global competitive brand.
Lukas Chevy is already a truly competitive global brand. Opel vehicles and technology are still GM’s property, and so are Chevys. The two share tech, platforms, development, etc. so they’re actually more alike than not.
What about the sales numbers for the Camaro and Corvette.
Not reported. But they’re minuscule, if not microscopic.