General Motors has been wowing the world with their products as of late, but its sales are remaining stagnant globally, slipping to the world’s number 3 automaker. And there’s one place where the people aren’t drawing into the Chevrolet brand (aside from Western Europe) at an industry rate. And that appears to be China.
While positioning themselves further into places like Eastern Europe and South America, the pace of the brand’s growth in China has been consistently behind GM’s other brands such as Buick and Cadillac. Meanwhile, GMC outshines Chevrolet in the Middle East.
Currently, Chevrolet is the seventh-largest brand in China, compared to third in the United States, just behind Toyota and Ford. But something to look at here is that the Bowtie brand did manage to set a record sales year in China for 2013. This momentum could carry into 2014.
GM has been aiming to make Chevrolet a global brand but recently pulled Chevy out of Europe, except for the Corvette, to let its Euro brands Opel and Vauxhall shine a little brighter. Analysts tell The Detroit Free Press that it’s a fiscally responsible move and an understanding on the part of the company that the brand wasn’t working in Europe as a whole, but it deprives GM of their original goal in really making Chevrolet known and desired worldwide.
Globally, the brand grew barely a percentage point in 2013.