This Country Has The Saddest-Ever Chevrolet Lineup
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Chevrolet often serves as the ambassador for General Motors, creating an image for the automaker and creating lifelong customers. But in Thailand, the Bow Tie brand’s lineup has languished, creating one of the saddest Chevrolet lineups ever. Customers in the country have just two choices – the international version of the Chevrolet Colorado and the Chevrolet Trailblazer (pictured below). That water drop sound are the tears of Chevrolet fans the world over.
The Chevrolet lineup in Thailand consists of two models – the Colorado (left) and the Colorado-based Trailblazer (right)
Sure, Thailand will soon get the new “Chevrolet” Captiva, though the crossover is a rebadged Baojun 530 from GM’s Chinese joint venture. So by the end of the year, Chevrolet Thailand will have three vehicles in its range – a far cry from the six-car lineup just a few years ago. Here’s how it got here.
The new Chevrolet Captiva is a rebadged Baojun 530
In 2014, the Chevrolet lineup in Thailand consisted of the Trailblazer, Colorado, Cruze, Sonic, Spin, and Captiva – not the new Chinese one, but the Theta-based, three-row model developed by GM Korea that was initially introduced in Korea as the Daewoo Winstorm. Then, in 2015, GM announced plans to restructure its business in Southeast Asia, reducing its local manufacturing footprint and cutting the number of models to just the Trailblazer, Cruze, Colorado, and Captiva – which, at the time accounted for 75 percent of Chevrolet sales in Thailand.
Shortly thereafter, GM stopped offering the Cruze in Thailand. The first-gen Captiva was discontinued in Korea at the end of last year, with GM deciding to replace it with the rebadged Baojun 530 from China.
The Chevrolet Colorado sold in Thailand is the international-market version
All in, Chevrolet’s current lineup makes it look like GM simply gave up on the country and the Southeast Asian market in general. The extremely limited Chevrolet lineup in Thailand is yet another reminder that The General has yet to figure out how to be successful in markets typically dominated by Japanese rivals. As of this writing, Toyota offers 14 models in Thailand, while Nissan and Honda each offer 11.
Meanwhile, GM is tightening its belt as it invests aggressively into electric and autonomous vehicles. However, customers aren’t eager to buy either; electric vehicles continue to make up only a sliver of overall new car sales in the U.S., while being even less popular in emerging markets like Thailand. Like ex-Cadillac boss Johan de Nysschen recently stated, consumer demand for EVs is very low and EVs approved for production today would never be approved if they had internal combustion engines because they’re either completely unprofitable, or not profitable enough.
2020 Chevrolet Trailblazer would make a perfect addition to Chevy’s lineup in Thailand
All in, the state of affairs for Chevrolet in Thailand is very sad, and one that GM should turn around in the near future. One of the best ways it could do that is by expanding its lineup and invigorating the interest in its offerings. The way we see it, any of GM’s future Chevrolet models on the GEM platform – like the new Chevy Onix and Tracker – would be perfect for Thailand. The same can be said for the all-new 2019 Chevrolet Blazer midsize crossover SUV and its upcoming three-row variant, as well as the new Chevrolet Trailblazer subcompact SUV (pictured above).
2020 Chevrolet Onix would be another great addition to Chevy’s lineup in Thailand
Here’s to hoping that GM International – the GM division responsible for the Thai market – gets in gear sooner rather than later. Because giving Toyota, Nissan and Honda the market seems like a terrible way to compete.
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I think this is why GEM is more important then most in the US understand, IMO just as important as the F/S trucks . With growing populations and economy in 2-3 world nations GM (or the US in general) needs to be represented and able to make a profit in those areas.
The problem is that GM apparently feels that merely being “represented” in the market is good enough. GM simply can’t or won’t COMPETE in markets anywhere, including the US and Canada. Corvette and Camaro are exceptions – sort of – but even in pickups GM has fallen to an also ran and there is no sign that is going to change. By the way, they don’t even lead in the colors of their vehicles which seems to be just about all (well, except discounts) that you guys have to write about.
“By the way, they don’t even lead in the colors of their vehicles which seems to be just about all (well, except discounts) that you guys have to write about.”
Leading in colors does not mean winning. It means offering a bunch of stuff that few people end up ultimately wanting.
PS: you’re commenting on an article that’s not about discounts or colors. Does that invalidate your statement, or what?!
I would love to have the Trailblazer for sale in NA.
The blazer serves most of the potential customer base better than the body-on-frame trailblazer. There is room for an off-road utility like the Wrangler or Bronco… but it needs to be done right. A soft body on frame like the TB ain’t it.
Compared to the first quarter of 2018, GM Q1 2019 results represent a $1.0 billion (93.2 percent) increase in income, $0.7 billion increase in operating income, and a $1.2 billion decrease in revenue. ⍥
http://gmauthority.com/blog/2019/04/gm-q1-2019-earnings-revenue-income-profit/
Would be much higher if GM could figure out how to win outside of the USA.
I’d say Cadillac is “winning” in China.
I hope GM takes note of what happens when you build vehicles that the population of a certain country actually want. Cadillac is building tons of cars that the Chinese LOVE, Yet here we get a half baked, ugly XT5 XL. (i mean, C’mon the car should have another engine at the very least).
Only Chevrolet you can buy in Europe is the Camaro or Corvette. At least Thailand still gets 2 “normal” vehicles.
Exactly GM flies Europe market. From 1.5 mil. market for Chevy/Opel is now only shadow.
The core line up of look alike crossovers offered here is pretty sad.
Oh, and give away market share to Toyota, Honda and the likes, well, you know it’s what we do!
Still really like that Onix sedan! Bring it to NA, GM!
From what we know, GEM-based models like the Onix would not pass muster in any way in developed markets from a safety standpoint.
Better question what year was the best year for the chevrolet lineup, thats a fun question to gander.
1996, hands down. You could have get a V8 Caprice wagon, Impala SS, Camaro Z28/SS. Want fwd fun?, Beretta Z24, Cavalier Z24 Lumina-Monte Carlo Z24/3.4. SUV from Tracker all to Suburban and much more..
I miss that time era. You could also order your Lumina or Corsica with a blue or red interior, order the higher performing engine on the lower trim levels, order your car in coupe form if you didn’t want a sedan, stick was offered on most of the sporty cars and exterior color choices were far better. One could walk into a Chevy showroom and order a real full size RWD Caprice sedan with a 350 LT1 engine, sport suspension, limited slip differential and stylish alloy wheels or a cavalier coupe like my neighbor bought new with a stick for an out the door price of 12,700 that got mid 30’s MPG combined and lasted him over 200k miles with little problems. I don’t think people today realize just how bad things are with GM, Ford and FCA.
GM needs to have a serious strategy for their overseas markets. They should use GM China and GM Holden to test and develop platforms for GEM rough road durability with first world build quality. Take India for example, they have abandoned that huge market with a burgeoning middle class. The African continent also need the attention of GM since Vauxhall/Opel is no longer held by them. At least GM has done well in South America, they need to maintain and upgrade their offerings there.
GM needs overseas markets to offset Japanese and other manufacturers taking root in NA. Toyota VW Nissan and Mercedes Benz make a TON of money from their global non NA operations. US domestics are at a serious disadvantage.
Chevrolet USA has a plethora of products holes with more upcoming. Why is Toyota able to offer a full line of cars with stick, CVT and automatic, hybrid and even stick on it’s mid size pickups? All of these holes do not bode well for GM’s future especially if the market shifts and gas goes way up in price
I am a current owner of a Chevy Cruze 2.0 D and a Chevy Trailblazer 2.8 Duramax. GM had 2 plants in Port Elizabeth South Africa, was normally around 4 ‘ th position in monthly car sales, sometimes 3’rd. They sold more Cadillacs here than in most of Europe, BLS, CTS, STS, SRX. Keep in mind they always sold Opel and Isuzu models at about 1800 units per month. Then, after years of being absent, Chevrolet returned. And they sold tons of them. At one point Chevrolet was rated the best dealer service in the country. We have all the Japs, Germans, Koreans and some iffy Chinese, and just like that, they pulled out of the market.
Is Generous Motors heading towards total failure! Lot of their vehicles are just bland and ugly! And GD I want a car not a suv/truck!!!!!
another of many reasons demented Mary must go, stock numbers may be going up BUT sales are going down
I lived there for 15 months in 2008-09 and never saw ANY Chevy vehicles.
Beretta Z26 and MonteCarlo Z34….
Well I remember my uncle’s Citation X11 and even a Celebrity SS.
Today, aside from the Equinox and the Terrain, all is BIG, roomless (considering the size of them), gas thirsty SUV’s.
Like I said before, GM will be gone from the US shores in less than 10 years. They will only be a systems company. They have an inbred mentality. When someone who has a proven record of success, was hired, they quickly run him off. I’ve faced the fact that american companies doesn’t have the ability to run a business towards the profitable outcome. They only geared towards profits instead of profit from quality, like others do. Even worse is, they build what they want to sell instead of what the ppl want to buy.