On Monday February 4th, a Super Red Chevrolet Enjoy MPV rolled off the line at GM’s Halol manufacturing plant in India, marking the beginning of regular production of the previously-announced vehicle in the country.
But even though the Enjoy — which was expected to launch in India before the end of 2012 — wears a Chevy badge and will be sold in Chevrolet dealerships, it’s not really a Chevrolet and has no General Motors pedigree. Instead, it’s a rebadged Wuling Hongguang — a vehicle that enjoys moderate popularity in China. Wuling is one of GM’s Chinese joint venture partners in the Land of the Red Dragon.
The Enjoy follows the Chevrolet Sail (sedan & hatchback, replacing the old Aveo) as the second new nameplate introduced by General Motors to the Indian market in the last several months.
The GM Authority Take
On the one hand, selling a Wuling-engineered and Wuling-designed vehicle under the Chevrolet brand might seem like a smart business move that allows The General to enter new segments in India. Conversely, the practice might be viewed as sacrilege by brand purists (and those who have a preference for quality products, which the Hongguang is not).
How do you view the move? Talk to us in the comments below.