General Motors has been Colombia’s largest automobile company for over three decades. That tradition continued in 2018, as The General’s Chevrolet brand continued to lead the market, celebrating 32 consecutive years as Colombia’s best-selling car brand.
In 2018, Chevrolet sold 49,866 vehicles in Colombia, earning it a market share of 19.5 percent – the highest among automobile car brands in that market. The Spark family – which includes the Spark Life (Daewoo Matiz), Spark GT (first-generation Spark) and the new Chevrolet Beat Sedan (Spark GT in a sedan body) – remained the best-selling models in their segments. Small cars is the single highest volume category in Colombia, and the aforementioned models enabled Chevrolet to obtain 57 percent market share of the space. Sales of Chevrolet utility vehicles, meanwhile, increased 27 percent in 2018 compared to 2017.
Chevrolet also holds the lead in the commercial vehicles space in Colombia. GM operates that division via a subsidiary called Chevrolet Buses and Trucks. In 2018, that unit accounted for 36.9 percent segment market share.
It’s also worth noting that the GM Colmotores plant near Bogota produced a total of 47,275 Chevrolet-branded vehicles in 2018. Of these, 34,611 were earmarked for the Colombian market (an increase of 1.5 percent more compared to 2017) and 12,664 units were exported to Ecuador, Chile and Bolivia. The export figure is equivalent to $126 million USD and represents an increase of 142 percent compared to the previous year.
“Chevrolet has been a very solid, preferred and beloved brand, and we strive to keep it that way,” said Ernesto Ortiz, President of General Motors South America West, in a statement translated by GM Authority from Spanish. “That is why our energies are focused on making our brand even more desirable by increasing the benefits for customers, giving them more value in terms of experience and level of service. We have selected global products to offer in Colombia, the best in the market, so we can say that 2019 will be the year that Chevrolet will offer the best portfolio in decades in the country.”
This year, GM’s leadership has established a goal of increasing Chevrolet sales to reach 20.6 percent market share in Colombia. It aims to do so via a strategy of increasing competitiveness throughout the entire business and offering “the best vehicle portfolio in its history.”
The brand’s position will grow even stronger thanks to a lineup of all-new or refreshed of utilities, currently composed of the Tracker (Trax), Equinox, Traverse, TrailBlazer and Tahoe. During the next few months, the all-new 2019 Blazer and all-new Captiva will join the lineup, along with an all-new Tracker later on.
Once all is said and done, Chevrolet will offer a total of seven utility models, which represents the broadest portfolio of crossovers and SUVs in Colombia. In addition to offering a greater number of options for each customer, the models also deliver the latest in technology, design and safety in order to maintain and improve the brand’s leadership position in the country well into the future.