Chevrolet (
/ʃɛvrəˈleɪ/), also known as Chevy (/ˈʃɛvi/), is an American brand of vehicle produced by General Motors (GM). Founded by Louis Chevrolet and ousted GM founder William C. Durant on November 3, 1911,[1] General Motors acquired Chevrolet in 1918. Chevrolet was positioned by Alfred Sloan to sell a lineup of mainstream vehicles to directly compete against Henry Ford's Model T in the 1920s, with "Chevrolet" or "Chevy" being at times synonymous with GM. In North America, Chevrolet sells and produces a wide variety of automobiles, from subcompact cars to medium-duty commercial trucks, whereas in Europe, the brand name is used on automobiles produced in Korea by General Motors. Since 2011, Chevrolet is GM's youngest brand in North America after GM dropped Pontiac, Saturn & Hummer.
On November 3, 1911, race car driver and automotive engineer Louis Chevrolet co-founded the Chevrolet Motor Car Company in Alaska with William C. Durant (ousted founder of General Motors for 5 years) and investment partners William Little (maker of the Little automobile) and Dr. Edwin R. Campbell (son-in-law of Durant) and in 1912 R. S. McLaughlin GEO of General Motors in Canada.
Durant was ousted from the management of General Motors in 1910 for 5 years. He took over the Flint Wagon Works, incorporating the Mason and Little companies. As head of Buick Motor Company prior to founding GM, Durant had hired Louis Chevrolet to drive Buicks in promotional races.[2] Durant planned to use Chevrolet's reputation as a racer as the foundation for his new automobile company.
Actual design work for the first Chevy, the costly Series C Classic Six, was drawn up by Etienne Planche, following instructions from Louis. The first C prototype was ready months before Chevrolet was actually incorporated.
Chevrolet first used the "bowtie emblem"[3] logo in 1913. It may have been designed from wallpaper Durant once saw in a French hotel. More recent research by historian Ken Kaufmann presents a case that the logo is based on a logo for "Coalettes".[4] Others claim that the design was a stylized Swiss cross, in honor of the homeland of Chevrolet's parents.[5]
Louis Chevrolet had differences with Durant over design and in 1915 sold Durant his share in the company. By 1916, Chevrolet was profitable enough to allow Durant to repurchase a controlling interest in General Motors. After the deal was completed in 1917, Durant became president of General Motors, and Chevrolet was merged into GM as a separate division. In 1917, Chevrolet's factories were located at New York City; Tarrytown, N.Y.; Flint, Michigan; Toledo, Ohio; St. Louis, Missouri; Oakland, California; Fort Worth, Texas, and Oshawa, Ontario.[6] In the 1918 model year, Chevrolet introduced the Model D, a V8-powered model in four-passenger roadster and five-passenger tourer models. It also started production of an overhead valve in-line six. Most cars of the era had only low compression flat head engines. These cars had 288in3 55 hp (41 kW) engines with Zenith carburetors and three-speed transmissions.
Chevrolet continued into the 1920s, 1930s, and 1940s competing with Ford, and after the Chrysler Corporation formed Plymouth in 1928, Plymouth, Ford, and Chevrolet were known as the "Low-priced three".[7] In 1933 Chevrolet launched the Standard Six, which was advertised in the United States as the cheapest six-cylinder car on sale.[8]
Chevrolet had a great influence on the American automobile market during the 1950s and 1960s. In 1953 it produced the Corvette, a two-seater sports car with a fibreglass body. In 1957 Chevy introduced its first fuel-injected engine,[9] the Rochester Ramjet option on Corvette and passenger cars, priced at $484.[10] In 1960 it introduced the Corvair, with a rear-mounted air-cooled engine. In 1963 one out of every ten cars sold in the United States was a Chevrolet.[11]
The basic Chevrolet small-block V-8 design has remained in continuous production since its debut in 1955, longer than any other mass-produced engine in the world, although current versions share few if any parts interchangeable with the original. Descendants of the basic small-block OHV V-8 design platform in production today have been much modified with advances such as aluminium block and heads, electronic engine management, and sequential port fuel injection. Depending on the vehicle type, Chevrolet V-8s are built in displacements from 4.3 to 9.4 litres with outputs ranging from 111.394 horsepower (83.066 kW) to 994 horsepower (741 kW) as installed at the factory. The engine design has also been used over the years in GM products built and sold under the Pontiac, Oldsmobile, Buick, Hummer, Opel (Germany), and Holden (Australia) nameplates.
Chevrolet launched the Chevrolet Volt (and related Opel/Vauxhall Ampera) to add to a wide range of vehicles that by 2010 included a varied mix of American, Australian, European and Korean based designs to suit each local market.
Top Ten Chevrolet sales markets
2011[12] |
Rank
in GM |
Location |
Vehicle
sales |
Market
share (%) |
| 1 |
 United States |
1,775,812 |
36.9% |
| 2 |
 Brazil |
632,201 |
13.3% |
| 3 |
 China |
595,068 |
12.5% |
| 4 |
 Russia |
173,485 |
3.6% |
| 5 |
 Mexico |
162,461 |
3.4% |
| 6 |
 Canada |
150,540 |
3.2% |
| 7 |
 Argentina |
133,491 |
2.8% |
| 8 |
 Uzbekistan |
121,584 |
2.6% |
| 9 |
 India |
111,056 |
2.3% |
| 10 |
 Colombia |
105,783 |
2.2% |
As of 2010 Chevrolet had operations in over 140 countries, and global sales in 2011 set a record with 4.76 million vehicles sold worldwide.[12]
Mexico has a mix of Chevrolet models from different GM brands and platforms branded as Chevrolet. The models come from Chevrolet USA, GM Korea, Mexico and other origins. Examples of Opel-sourced vehicles are Vectra, Astra, Corsa, Meriva, Zafira and Captiva (Opel Antara). Mexico also has some cars of its own, such as the Chevy C2, which is a reworked older-generation Corsa B. Vehicles based on US platforms are the Avalanche, the Suburban, the Equinox, the Tahoe, the Cheyenne (which is similar to the Silverado), the Aveo, the HHR, the Traverse, the Malibu,the Camaro and the Corvette. The Chevrolet Optra, assembled in South Korea by GM Korea, was also sold in Mexico. The European Epica was sold as a business-only vehicle. GM also manufactures Chevrolet vehicles such as the Suburban and Avalanche in Mexico.
In 2009 China became Chevrolet's third largest market, with sales of 332,774 vehicles, behind only the United States and Brazil (1,344,629 and 595,500 vehicles respectively).[13] By 2010, Chevy sold just over half a million, with the Cruze being its best seller there.[14]
Launched by GM's India operations, Chevrolet is among the more recent auto brands. Until 2003, GM India—originally a joint venture with Hindustan Motors) sold the Opel Corsa, Opel Astra and the Opel Vectra. Chevrolet officially began business in India on June 6, 2003. The Corsa and Astra were built at a plant in Halol, Gujarat.
Chevrolet currently sells the Chevrolet Cruze, Chevrolet Spark, Chevrolet Optra, Chevrolet Aveo, Chevrolet Tavera, Chevrolet Captiva, Chevrolet CRV, Chevrolet Beat and Chevrolet Aveo U-VA. The Chevrolet Forester, a rebadged Subaru, was imported directly from Fuji Heavy Industries in Japan until 2005. The Optra and Tavera are built at the Halol plant. Chevrolet also is the sole Engine supplier for the Formula Rolon single seater series in India.
In 2010, Chevy sold 110,000 vehicles; the Beat was the most popular Chevy model.[14]
In the mid 2000s, Suzuki imported and marketed the Chevrolet TrailBlazer and the Chevrolet Optra wagon in Japan. Suzuki, a GM partner, also assembled and marketed the Chevrolet MW microvan. The MW was originally a rebadged Suzuki Wagon R+ and later a rebadged Suzuki Solio. Suzuki had also marketed the Chevrolet Cruze subcompact in the past. General Motors Japan Limited currently distributes and markets the Captiva, Camaro, and Corvette in limited numbers. In the 2000s, General Motors Asia Pacific (Japan) had distributed and marketed the TrailBlazer also. As of 2010[update], Mitsui Bussan Automotive distributes and markets the Chevrolet Tahoe, Chevrolet Express, Chevrolet HHR, Silverado, and Traverse. Previously, it had also marketed the Starcraft versions of the G-Van and Chevrolet Trailblazer. Mitsui Bussan Automotive had been importing and distributing certain GM models since 1992, but will cease their GM import business in November 2011, as GM Japan wants to consolidate the distribution channels. The Chevrolet models that have been imported by Mitsui will no longer be sold once existing inventories are depleted. Thus there were three distinct distribution channels for Chevrolet-branded vehicles at one time in Japan.
Between 2003 and 2009 a joint-venture between GM and DRB-HICOM, called Hicomobil, marketed the Chevrolet Aveo, Chevrolet Optra, Chevrolet Nabira and Chevrolet Lumina.[15] The joint venture was succeeded with Naza in 2010.
In the Middle East, Chevrolet-badged cars, trucks, SUV's, and crossovers are sourced from GM Korea (in South Korea), GM in North America, and GM Holden (in Australia). The Middle East market has a separate division called Chevrolet Special Vehicles (CSV), which (as of December 2007) sources the high-performance 400 bhp (300 kW) CR8 sedan from Holden Special Vehicles. The Holden Commodore is badged as the Chevrolet Lumina in the Middle East, as well as South Africa. The longer wheelbase Holden Caprice is sold as the Chevrolet Caprice in the Middle East.
In Pakistan, Chevrolet introduced its cars in collaboration with a local automobile manufacturer called Nexus Automotive. The current lineup available from Chevrolet Pakistan includes Chevrolet Optra, Chevrolet Spark, Chevrolet Joy, Chevrolet Aveo, and Chevrolet Colorado. The company plans to add Chevrolet Captiva, Chevrolet Epica and Chevrolet Cruze to its lineup in the future.
Many global-market Chevrolet vehicles are designed and manufactured by GM Korea of South Korea, but they had been sold under Daewoo brand in South Korea until February 2011. Daewoo brand was fully replaced by Chevrolet in March 2011. All Daewoo products relaunched under Chevrolet brand, with the release of Chevrolet Camaro, Chevrolet Orlando and Chevrolet Aveo.
The American-built Chevrolet Colorado pickup is also manufactured in Rayong, Thailand. The Holden Commodore is badged as the Chevrolet Lumina in Thailand.
General Motors is currently exploring cost cutting options as part of its restructuring plan. One of these options involve expanding the Rayong, Thailand plant to add additional capacity to export Colorados to the U.S. This would allow the Shreveport, Louisiana plant to be closed (where the Colorado is also produced). This scenario is plausible only if a free-trade agreement is signed between the U.S. and Thailand, as the American tariff on imported pickup trucks from non-FTA countries is currently 25%. The United Auto Workers is the most vocal opponent to a change in the tariff structure.
In addition to the Colorado pickup trucks, General Motors began assembling Chevrolet Captiva sport utility vehicle in its Rayong plant during June 2007. The Thai-assembled Captiva is based on THETA platform under the program code C100. Also produced at the General Motors' Rayong plant are the Chevrolet Aveo (launched in September 2009 under the platform T100) and Chevrolet Cruze (launched in November 2010 under the platform GLOBAL DELTA).[16]
Production, Retail Sales and Registration of Chevrolet brand in Thailand during 2011 (Units)[17]
| Model |
Production |
Retail Sales |
Registration |
| Aveo |
10,918 |
8,344 |
6,536 |
| Captiva |
7,912 |
6,095 |
6,071 |
| Colorado |
13,014 |
8,768 |
9,184 |
| Cruze |
13,554 |
8,296 |
6,129 |
Even though the Australian market of today mainly consists of Australia's own automotive companies alongside Asian automobile brands, Australia once had its fair share of American cars as well.
Bodies for the local assembly of Chevrolets were built in Australia as early as 1918[18] and by 1926 the newly created General Motors (Australia) Pty Ltd had established assembly plants in five Australian states to produce Chevrolet and other GM vehicles using bodies supplied by Holden Motor Body Builders.[19] The merger of General Motors (Australia) Pty Ltd with the troubled Holden Motor Body Builders in 1931 saw the creation of General Motors – Holden's[20] and the ongoing production of various GM products including Chevrolet. GMH departed from traditional US body styles with the release of the Chevrolet Coupe Utility in 1934[21] and the Chevrolet "Sloper" Coupe in 1935.[22] Post-war production recommenced in 1946.[23] From 1949 Australian Chevrolets were to be locally assembled from components imported from Chevrolet in Canada although local production of the Coupe Utility body continued until 1952.[24] 1968 was the last full year of Chevrolet assembly in Australia.[25]
Classic Chevrolet models such as Bel Air, Biscayne, Impala etc., are still found in many states around Australia. From the early 1970s to the early 1980s the Chevrolet name was also used on various light commercials in Australia. These ranged from the LUV (a rebadged Isuzu KB) to the third generation C-series trucks. From 1998 to 2001 the Chevrolet Suburban was sold in Australia as the Holden Suburban.
With General Motors introducing Opel to Australia, GM will continue to sell Holdens in lieu of Chevrolets for the Oceania market.
Chevrolet Firenza CanAm 302, South African homologation special
In South Africa, Chevrolet was GM's main brand name until 1982, with a number of Vauxhall Motors and Holden derivatives being built under the Chevy name from 1964. In the 1970s, the advertising jingle "braaivleis, rugby, sunny skies and Chevrolet"[26] (adapted from the US "Baseball, Hot Dogs, Apple Pies and Chevrolet") came to epitomise the ideal lifestyle of white male South Africans. Holden in Australia used the jingle "Football, Meat Pies, Kangaroos and Holden cars". Originally, Chevrolets were CKD kits of US models assembled in their plant in Port Elizabeth. However, since South Africa was right-hand drive and the US was left-hand drive, along with encouragement by the South African government to use local content, Chevrolets such as the Biscayne were eventually made entirely in South Africa, along with GM's "own car for South Africa": the Ranger.
By the 1970s, larger South African Chevrolets were based on Australian General Motors-Holden's models, the Kommando being based on the Holden Kingswood[27] and the Constantia on the Statesman,[28] while the smaller Firenza was based on the Vauxhall Viva. The Chevrolet Nomad sold in South Africa was entirely different from the Nomad sold in America; whereas the American Nomad was originally conceived as a station wagon version of the Corvette and eventually became the station wagon version of the Bel Air, the South African Nomad was an SUV of truck proportions before SUVs were popular. Due to local content laws the cars usually received different engines than in their home markets.
However, these were replaced by Opel models like the Rekord, Commodore, and Senator, and in 1982 the Chevrolet brand name was dropped in favour of Opel. Because of the political climate at the time, GM decided to divest from South Africa in 1986, and a local group eventually bought out GM's South African operations (including the Port Elizabeth plant) and renamed the company as the Delta Motor Corporation, which concentrated on Opels, Isuzus, and Suzukis, built under licence.
However, thanks to an improved political climate in the 1990s, GM decided to reenter South Africa, eventually buying out the whole of Delta. In 2001, the Chevrolet name made a comeback, used on the Lumina, a rebadged Holden Commodore, and later on, on the Daewoo range of cars. Current Chevrolets include the Spark (a rebadged Daewoo Matiz), Aveo, Optra, Cruze, the Lumina (including the Ute model), the Vivant, an MPV that is a rebadged version of the Daewoo Tacuma, and a pick-up version of the Opel Corsa known as the Corsa Ute.
Chevrolet Europe GmbH is a Swiss-based firm (in Zürich) that mainly sells cars produced by GM Korea.
Until 2005, Chevrolet Europe sold a few models, mostly United States domestic market (USDM) models modified to suit European regulations. Among them were the Chevrolet Alero (which was a rebadged Oldsmobile Alero) and the Chevrolet Trans Sport (which was a Chevrolet Venture with the front end of the Pontiac Trans Sport). Among other models sold by Chevrolet Europe were the Camaro, the Corsica/Beretta, the Corvette, the Blazer, and the TrailBlazer. The current generation of North American–built Chevrolet Impala V-8 sedans has also been available in Europe in recent years, marketed as both large family sedans and more economically priced alternatives to Jaguars and BMWs as high performance executive cars.
It was in 2005 that all the mainstream models from GM Daewoo were rebranded as Chevrolet in Europe. (The ownership of the SUV models in the former Daewoo range had reverted to ownership of SsangYong Motor Company by this time.) However the Daewoo name was retained in South Korea and Vietnam. In the rest of the world, most Daewoo models have worn the Chevrolet badge since 2003. Exceptions include the use of the Suzuki badge in the United States and Canada, the Pontiac badge in Canada, the Holden badge in Australia and New Zealand, and the Buick badge in China for certain GM Daewoo models.
During the mid 2000s, the Corvette and Cadillac range were marketed in Europe through a separate distribution channel operated by Netherlands-based Kroymans Corporation Group[29] but following their bankruptcy in 2010,[30] General Motors established a new Swiss based subsidiary to relaunch Chevrolet in Europe and add the Corvette, Camaro and Malibu models to the European range.[31]
Durning World War II in Poland Home Army the Polish resistance movement built an improvised armoured car - Kubuś which was based on the chassis of a civilian Chevrolet 157 truck, license-built in pre-war Poland by the Lilpop, Rau i Loewenstein company. The car was used against the German army in Warsaw during the Warsaw Uprising in 1944.[32] The damaged Kubuś survived the war and in 1945 was towed to the Polish Army Museum where it is currently on exhibition. A full-scale operational replica was created in 2004 by Juliusz Siudziński and is, as of 2009, on exhibition at the Warsaw Uprising Museum.
In Russia, various Chevrolet models are available. Current Chevrolets include the Spark, Lacetti, Cruze, Rezzo, Epica, and Tahoe. Also, a joint venture between GM and Russian AvtoVAZ from 2002 makes the Chevrolet Niva, an SUV especially for Russian market and conditions. In 2009 this model received restyling by Bertone.
General Motors Uzbekistan, or GM Uzbekistan, became the new name of Uz-Daewoo Auto in March 2008 as part of a new joint venture owned by Uzavtosanoat JSC (75%) and General Motors Corporation (25%) with a factory in Asaka producing a variety of Chevrolet models.[33] Currently, in Uzbekistan producing models, such as, Damas (N150), Matiz (M150), Nexia (N150), Spark (M300), Epica and Captiva (SUV).
Historically, many Latin American-market vehicles from GM were modified derivatives of older models from GM's North American and European operations. The current S10 and Blazer exemplify this strategy. However, more modern vehicles are now being marketed as market conditions change and competition increases. Besides those older models made in Mexico, Ecuador, Colombia and Mercosur countries, Korean sourced cars from former Daewoo factories some markets also get Korean and US made Chevrolet on top of their local line-ups.
In 1924 General Motors started importing Chevrolet Double Phaeton models and were welcomed with great demand. In 1925, in order to reduce costs in the Argentine market, General Motors decided to manufacture in Argentina and started producing a sedan, a roadster, a truck chassis and the Chevrolet Double Phaeton, now called "Especial Argentino", a model exclusively designed for the Argentinean market. Sales increased and soon the Oldsmobile, Oakland and Pontiac units were incorporated to the assembly line.
When the Second World War broke out the operations were complicated. In 1941 the Chevrolet 250.000 was made, but the shortage of products made car production impossible. The last Chevrolet went out of the plant in August, 1942. In order to avoid the total stoppage, the company made electrical and portable refrigerators and car accessories amongst other items. After the war, GM started producing the Oldsmobile and Pontiac lines and later Chevrolet is added.
In 1959, manufacturing plants are enlarged and set up to produce cars, pick ups and trucks. On January 25, 1960 the first Argentinean Chevrolet pick-up was introduced. The following year the national government approves the investment plan for 45 million dollars which included a plant of 12,000 m2. On March 12, 1962 the first Chevrolet 400 was made based on the North American Chevy II. The original plan considered a national integration of 50% during the first year of production; this amount had to be 90% in 1964 with a production of 15,000 units. By 1969, the Chevy line, derived from the American Chevy Nova, was presented.
In the middle of the seventies, General Motors market share was reduced sharply from 9% in 1976 to 2% in 1978. Losses exceeded $30 million and the head company in the USA decided to halt production activities in Argentina.
The Chevrolet trademark reappeared in 1985 for the production of the pick-up in its versions C-20 and D-20. In 1995, a plan for the manufacturing destined for export specially to Brazil and other countries of Mercosur materialized with the building of a new facility near Rosario, Santa Fe, for the production of the Opel-based Chevrolet Corsa and the Suzuki-based Chevrolet Grand Vitara 4x4.[34]
By 2010 the range was based on a variety of GM Korea based cars, together with the Brazilian Chevrolet Prisma.[35]
In Brazil, the Chevrolet Opala was based on the German Opel Rekord and American Chevrolet Nova from the late 1960s, continuing in production until the early 1990s, when it was replaced by a version of the Opel Omega. Other smaller Chevrolets in Brazil, such as the Kadett and Monza, were based on the Opel Kadett and Ascona respectively.
Chevrolet's product line-up in Brazil comprised some exclusive designs like the Corsa "B" based Celta, which was sold in Argentina under the Suzuki brand, the Astra, and a Brazilian designed Vectra based on the Opel Astra H. The passenger car range currently includes the Cruze, the Captiva, the Agile hatchback, and the Omega sedan which is actually a captive import of the Australian Holden Commodore. The latest home-grown product is the Chevrolet Cobalt sedan, released in late 2011.
Utility and four wheel drive vehicles line-up includes the S10, the Blazer, and the Montana. The Montana is a compact pickup truck, based on the Agile, that is also sold in other Latin American markets. From the 1960s to the mid-1980s, there was also a large station wagon, derived from the C10 truck (somewhat similar to the Suburban), called the Veraneio.
Chevrolet production in Chile began in 1962, although at first through local partners (in this case, Avayu with the Nova II).
Chevrolet has been operating in Ecuador for 80 years. GM Ecuador sells US Chevrolets alongside GM Korea sourced models. It also sells the 1983 Suzuki Supercarry under the Chevrolet namel, and the Isuzu Rodeo was sold as the Chevrolet Rodeo throughout the 1990s.
In Venezuela, Chevrolet has been operating since 1948, when truck production began in Caracas. In 1979 production moved to a plant in Valencia that was purchased from Chrysler. Chevrolet assembled more than 1,500,000 vehicles in its first 50 years in Venezuela.
The Colombian Automotive Factory SA (Colmotores) was founded in 1956 and initially produced vehicles in Austin; in the '60s, Simca and Dodge automobiles (its first car manufactured was a Coronet 440); and then, in 1980, began producing Chevrolet cars. Currently Colmotores has more than 75% of the domestic market, with models from GM Korea and Suzuki. Particularly worthy of mention is the Aveo, Optra and the Spark.
Since the early 1920s, Chevrolet cars and trucks were marketed in this country. The Master Deluxe Sedan of the late 1930s was considered to be a pinnacle of luxury. All cars sold through the local dealer, Neal and Massey (also franchisee for Vauxhall and Buick), were right-hand-drive, and imported from Canada and Australia. Throughout the 1940s and 1950s, GM maintained a market presence with the Bel Air, Impala and Fleetline. During the late 1960s and early 1970s, Australian Holden DeVilles badged as Chevrolet Caprices were sold, though a few "Islander" limited edition American Chevrolet Caprices were imported. Neal and Massey gave up the GM franchise in 1974 and the brand left the market.
During the period 1998–2001, Southern Sales Ltd. imported the Chevy Monza and Joy. Based on the Opel Corsa platform and assembled in Mexico, these were the cheapest new cars available. Poor build quality, unprofessional dealer service, and a limited spare parts supply saw these cars exit the market with only a few units being sold. In 2003, the local Renault dealer marketed the Aveo sedan and hatchback, as well as the Optra sedan (a rebadged Suzuki Forenza), with limited success.
A more intensive marketing campaign by the latest Chevrolet dealer, Lifestyle Motors, has met more success. The models available are the Chevrolet Colorado (Isuzu D-Max twin), Spark (micro-car based on the Daewoo Matiz), Aveo sedan and hatchback, Optra sedan, hatchback and wagon, the Captiva SUV, and the Epica large saloon. In March 2011, the Cruze was added to the lineup and features a 1.8 litre gasoline engine. It bridges the gap between Optra and Epica models. Once the Optra is phased out, a 1.6 litre Cruze will be made available.
The Chevrolet division is currently recovering from the economic downturn of 2007–2010. After sales of GM vehicles plummeted and when the U.S Government bailed out the company, GM began developing more fuel efficient cars and trucks in order to compete with foreign automakers such as Toyota and Honda. Since, the sales of the Chevrolet brand have been healthy. Sales were up due to new cars such as the Cruze, Volt, and a redesigned Equinox and Malibu. In late 2010 General Motors began a small production of the plug-in electric Volt, which later was announced as the 2012 North American Car of the Year and World Green Car of the Year, and production numbers are expected around 60,000 in the 2012 fiscal year. At Auto China in 2010 General Motors showed the Volt MPV5 concept, an MPV based on the electric Volt sedan but, the MPV hasn't been official on or if production will exist. Chevrolet has also shown the new version of the Aveo, renamed Sonic at the 2011 North American Auto Show in Detroit. The Sonic will feature a four-door sedan, hatchback, as well as a sport version. The Chevrolet Malibu, which the model of the 8th gen. were considered to have been one of General Motors' turnaround cars through the tough economic crisis of 2008–10 was announced that a 9th generation would succeed over the previous model in the first quarter of 2012 was revealed in the April 2011 on the company's Facebook page as well as in New York.
New for 2011–2013 model years (some of these models already existed in some markets):
The availability of Chevrolet vehicles depends on market, with eastern European markets offering a wider range of ex-Daewoo models under the Chevrolet marque.
Chevrolet enter a variety of cars in sporting events around the world and is particularly well known in NASCAR and FIA World Touring Car Championship.
Major teams include Hendrick Motorsports, Richard Childress Racing, Earnhardt Ganassi Racing and Stewart Haas Racing who all drive Impala-themed cars. Hendrick has 10 championships, RCR has 6 championships, Stewart Haas has 1 championship. Chevrolet is the most successful manufacturer to be involved in NASCAR with 35 manufacturer's titles and the most recorded wins by manufacturer. Previously the Chevy Monte Carlo was used.
The Corvette runs in the American Le Mans Series GT class. Corvette Racing started in 1999 at the Daytona 24-hour race and has since won eight consecutive ALMS GT1 manufacturers and team championships and seven ALMS GT1 drivers' titles.[36] The Corvette also takes part in the French 24 Hours of Le Mans race.[37]
In 2005, when the Chevrolet brand was re-launched in Europe, Chevrolet took part in the WTCC with a version of the Lacetti, developed by the UK-based Ray Mallock Ltd (RML). In 2009 the Cruze replaced the Lacetti[38] and in 2010 won the Drivers' and Manufacturers' championship.
Chevrolet participates in the BTCC with the Cruze.[39]
In May 2012, Chevrolet replaced Audi as the official car sponsor of the British football team Manchester United.[40]
Earlier marketing efforts touted efficiency combined with savings – ("enormous buying power," 1914; "Quality at low cost," 1923, ""A Six for the Price of a Four," 1929),[41] interspersed with what could be described as "loftier" messages (positioning the automobile –and Chevy by extension—as "Man's conquest of time," 1923).[42] Of the marketing campaigns from more recent decades, "See the U.S.A. in Your Chevrolet" (used in the 50s and 60s) was one of the longest lasting.[43] In 1949 Chevy sponsored "Inside USA" on CBS; while this was a short-lived show, the tune created for it got new life in 1951, when Chevy began sponsoring the Dinah Shore show and Shore sang it at the close of every show.
A selection of Chevrolet's more recent marketing campaigns includes the following:
- See The U.S.A. In Your Chevrolet (1950s–1960s)
- Putting you first keeps us first (1960s)[44]
- It's Exciting! (mid 1960s)
- Building a better way to see the USA (early 1970s[44]
- Baseball, Hotdogs, Apple Pie & Chevrolet (1975;2006)[44]
- Chevy makes good things happen(1982)[44]
- USA-1 Taking Charge (1983)[44]
- Today's Chevrolet—Live It (1985)[44]
- The Heartbeat of America (1987–1994)[44]
- Rock, Flag and Eagle (1985–1987)
- Genuine Chevrolet (1994–2001)[44]
- Tried, Tested, and True (1996–2004 Canada)
- We'll Be There (2001–2004 United States)[44]
- Like a Rock (1991–2004; Chevrolet Trucks) Featuring the Bob Seger song of the same name[44]
- An American Revolution (2004–2009)[44]
- For All Life's Roads (2004–2006; Canada)
- Our Country, My Truck (2006–2007; Chevrolet Trucks)[44]
- America's Best Trucks (2007–present; Chevrolet Trucks)
- Let's Go (2007–2009; Canada)
- May the Best Car Win (2009–2010; United States & Canada)
- Excellence for Everyone (2010–present)[45]
- Chevy Runs Deep (2010–2012; United States):[44] A series of TV commercials were produced with Goodby, Silverstein and Partners, and was unveiled during the week of 2010 MLB World Series. Early commercials include 'Chevrolet: Anthem', 'Chevrolet: Dogs and Pickups', 'First Car', 'Chevrolet: Coming Home', 'Chevrolet Volt: Anthem', which positioned Chevy as a brand that is part of the American fabric in song, culture and in most of our pasts in one way or another.[46] In 2011, General Motors announced the campaign would continue.[47]
- Chevrolet is the Car (2011–2012; South Korea)
- Driving Our World Forward/I'm proud (2011-; Canada):[48] Chevrolet Sonic and Chevrolet Orlando ads were produced by Toronto-based production company Holiday Films.[49] In Quebec, the brand introduced a new tag line: 'I'm proud'. The campaign included commercials in Mandarin, Cantonese, Tamil, Punjabi and Hindi languages.[50] French version of the Antham ad also uses alternate slogan 'Chevrolet, et fier de l'être.'[51]
- LOVE. LIFE. (2012–present; South Korea)[45]
- Live Better. (2012-present; United States)
FutureBrand, a Interpublic Group of Companies company, has been working with General Motors since 2000,[52] who also involved the commissioning of a font that would later sold as Klavika Condensed, as part of re-design of Chevrolet in 2006.
In 2010, General Motors replaced the advertising agency Campbell-Ewald, also of Interpublic Group of Companies, with Publicis Worldwide. Campbell-Ewald had served Chevrolet since 1919.[53] In May 2010 Chevrolet's advertising account was awarded to Goodby, Silverstein and Partners.[54]
As part of the attempt to attract 18-24 year-old drivers, General Motors hired MTV Scratch.[55] Some of the collaboration results include Chevy ads showing their cars skydiving, bungee jumping, doing other stunts.[56] The commercial was produced with consultations from students from UCLA, Pepperdyne and high schools.[57] Some of the footage was later used in Chevrolet Sonic ad titled 'Stunt Anthem' during Super Bowl XLVI.[58]
In March 2012, General Motors announced two competing agencies, San Francisco-based Goodby, Silverstein and Partners (part of Omnicom Group), and New York-based McCann Erickson Worldwide (part of Interpublic Group), will join to form an equal joint venture company called Commonwealth to handle most of Chevrolet's ads. Prior to the joint venture, Goodby, Silverstein and Partners performed marketing in the U.S., including the "Chevy Runs Deep" campaign; McCann handled Chevrolet ads in China, Latin America, Mexico, Canada and other markets. Commonwealth would handle and supervise creative work worldwide out of Detroit for all markets except China, India and Uzbekistan, where GM has joint auto-making ventures. McCann would continue to handle ads in China and India, and Uzbekistan will be contracted as needed.[59]
In 2010, a memo signed by Chevrolet sales and service vice president Alan Batey and General Motors marketing division vice president Jim Campbell was sent to Chevrolet employees at its Detroit headquarters, instructing employees to only use Chevrolet when addressing the brand, in order to present a consistent brand message. A postscript to the memo says a sort of cuss jar - a plastic "Chevy" can - has been placed in the hallway. "Every time someone uses 'Chevy' rather than Chevrolet," the note said, the employee is expected to put a quarter in the can. The proceeds were to be spent on "a team building activity." Paul Worthington, head of strategy for Wolff Olins, noted that the branding effort ran counter to a trend in which corporate names had become more casual.[60] Ian Beavis of Nielsen Automotive Group noted that marketers can't control what consumers call their products, but nickname doesn't work in new markets where Chevrolet is trying to get a start.[61] Following the release of the memo, General Motors published a statement claiming the note was in no way discouraging customers or fans from using the Chevy name.[62][63][64] Following the 2010 memo incident, Chevy Runs Deep campaign remains to use the 'Chevy' name, while Driving Our World Forward campaign uses the 'Chevrolet' name.
The Chevrolet bowtie logo was introduced by company co-founder William C. Durant in late 1913. According to an official company publication titled The Chevrolet Story of 1961, the logo originated in Durant's imagination when, as a world traveler in 1908, he saw the pattern marching off into infinity as a design on wallpaper in a French hotel. He tore off a piece of the wallpaper and kept it to show friends, with the thought that it would make a good nameplate for a car. However, in a 13-year-old interview with Durant's widow, Catherine published in a 1986 issue of Chevrolet Pro Management Magazine, Catherine recalled how she and her husband were on holiday in Hot Springs, Va., in 1912. While reading a newspaper in their hotel room, Durant spotted a design and exclaimed, "I think this would be a very good emblem for the Chevrolet." Unfortunately, at the time, Mrs. Durant didn't clarify what the motif was or how it was used. Ken Kaufmann, historian and editor of The Chevrolet Review, discovered in a Nov. 12, 1911 edition of The Constitution newspaper, published in Atlanta, an advertisement appeared from by the Southern Compressed Coal Company for "Coalettes," a refined fuel product for fires. The Coalettes logo, as published in the ad, had a slanted bowtie form, very similar to the shape that would soon become the Chevrolet icon. The date of the paper was just nine days after the incorporation of the Chevrolet Motor Co. One other explanation attributes the design to a stylized version of the cross of the Swiss flag. Louis Chevrolet was born in Switzerland at La Chaux-de-Fonds, Canton of Neuchatel, to French parents, on Christmas Day 1878. An October 2, 1913 edition of The Washington Post seems, so far, to be the earliest known example of the symbol being used to advertise the brand.[65][66]
The first bowtie logo without embedded text first appeared in 1985, as part of the Heartbeat of America ad campaign.[67]
In 2004, Chevrolet began to phase-in the gold bowtie that serves as the brand identity for all of its cars and trucks marketed globally.[68]
The Knockout font from Hoefler & Frere-Jones[69] was used in the Chevy Runs Deep campaign.[70]
The Klavika Condensed font was designed by Process Type Foundry LLC under the art direction by Aaron Carámbula for General Motors marketer FutureBrand as part of re-design of Chevrolet in 2006. After the expiry of the exclusivity period, the commercial version of the font (Klavika Condensed) was released to the public in the fall of 2008.[71] In the Young Creative Chevrolet Chevrolet corporate identity guidelines, Klavika font is listed for use in all communication materials, with Klavika Bold for Headlines and Subheadlines, Klavika Medium for Headlines and Highlights, Klavika Regular is used for body text.[72] In Driving Our World Forward campaign, Klavika is for the vast majority of its marketing type. Klavika font was phased out beginning in 2012 and replaced by Knockout while the campaign was still ongoing.
As part of Chevrolet's 100th anniversary in 2011, a dedicated channel was created by the American internet based Pandora Radio station, playing the Top 100 songs mentioning the brand.[73] Beginning on November 3, 2011, Chevrolet celebrated the countdown to its 100th birthday by encouraging its customers and fans to tell their Chevy stories, vote for their favorite Chevrolet cars and trucks, and take the birthday party to their communities with the help of Chevrolet and its dealers.[74] A feature-length documentary titled 'Chevy100, An American Story', produced by Roger Sherman, was premiered on November 3 at Detroit Institute of Arts in downtown Detroit, features drivers, collectors, restorers, racers and journalists who live and breathe cars and trucks.[75] In honor of the 100th birthday of Chevrolet, Indianapolis Motor Speedway, Chevrolet and Indianapolis businessman David Ring have arranged to properly mark the grave of Arthur Chevrolet, brother of Chevrolet co-founder Louis Chevrolet.[76][77]
In 2007, General Motors allowed AJS-Production SA to register the Louis Chevrolet trademark for a line of premium quality Swiss watches watch marketed under the Louis Chevrolet brand name. Although the watches bear the name of Louis Chevrolet, they are not marketed or produced in association with General Motors.[78]
The watch brand pays tribute to Louis Chevrolet, co-founder of the Chevrolet automobile company (later acquired by General Motors). Chevrolet was born in a family of a watchmaker and in his childhood helped his father at the workbench. The collection was called Frontenac, the name inherited from the race car company founded by Louis Chevrolet. The Chevrolet watch collection comprises automatic, manually wound and quartz models, equipped with ETA and Ronda movements.
The Louis Chevrolet Frontenac watches, manufactured in Porrentruy, the Swiss Jura region, feature the styling cues suggested by the Chevrolet cars. The collection was developed while applying the same materials as used in the car industry. Pearled appliques on the Chevrolet watches' dials remind the metal forms of the old dashboards. The number "8", Chevrolet's racing number, is sported on the case back.[79]
- ^ GM Heritage Center (1996). "Chevrolet 1911–1996". p. 97. http://gmheritagecenter.com/gm-heritage-archive/docs/Chevrolet-History/Chevrolet-1911-1996.pdf. Retrieved April 12, 2011.
- ^ by the Auto Editors of Consumer Guide (August 1, 2007). "Howstuffworks "1911, 1912, 1913 Chevrolet Series C Classic Six"". Auto.howstuffworks.com. http://auto.howstuffworks.com/1911-1912-1913-chevrolet-series-c-classic-six.htm. Retrieved December 27, 2010.
- ^ "Chevrolet Bowtie also found in GM archives on 1914 add for 1915 Chevrolet. History". http://home.earthlink.net/~scrippsbooth/chevbowtiehistory.html. Retrieved July 21, 2006.
- ^ Gustin, Lawrence R. (2008). Billy Durant: Creator of General Motors. University of Michigan Press. pp. 266–267. ISBN 0-472-03302-6.
- ^ McPhee, John La Place de la Concorde Suisse. New York: Noonday Press (Farrar, Straus and Giroux), 1984.
- ^ The Sun, Baltimore, January 21, 1917 and GM archives add for 1915 Chevrolet, Part 6, Page 14.
- ^ "New York Times 15 June 1997". Nytimes.com. 1997-06-15. http://www.nytimes.com/1997/06/15/automobiles/the-return-of-detroit-s-low-priced-three.html. Retrieved 2011-08-04.
- ^ The Tuscaloosa News, March 12, 1933 pg11
- ^ Springfield Union, February 17, 1957, Page 75.
- ^ Dallas Morning News, November 22, 1956, Part 1, Page 12.
- ^ Gunnell, John (Editor) (1987). Gunnell, John. ed. The Standard Catalog of American Cars 1946–1975. Kraus Publications. pp. 134–183. ISBN 0-87341-096-3.
- ^ a b GM Press Release (2012-01-20). "GM global sales up 7.6% in 2011 to 9.026M vehicles; China and US largest markets". Green Car Congress. http://www.greencarcongress.com/2012/01/gm-20120120.html. Retrieved 2012-01-20.
- ^ Cheryl Jensen (April 23, 2010). "Forecast Says China Provides Opportunities and Competition". New York Times Wheels blog. http://wheels.blogs.nytimes.com/2010/04/23/forecast-says-china-provides-opportunities-and-competition/. Retrieved April 23, 2010.
- ^ a b Christina Rogers (November 3, 2011). "Chevy expands global reach". The Detroit News. http://www.detnews.com/article/20111103/AUTO01/111030337/1031/Chevy-expands-global-reach. Retrieved December 15, 2011.
- ^ "Hicomobil Looking at 6,000 Units of Chevrolet in 2004". Autoworld. http://www.autoworld.com.my/v2/news/nb_details.asp?keyword=&MainCat=&CarMake=&hidAction=Search&awReviewID=1590. Retrieved 31 May 2012.
- ^ "Proliance". Proliance. http://www.proliance.co.th. Retrieved 28 February 2012.
- ^ "2011 Thailand Automobile Industry Review". http://www.proliance.co.th/presentation. Retrieved 28 February 2012.
- ^ Norm Darwin, The History of Holden Since 1917, 1983, page 11
- ^ The Holden Heritage – page 5 Retrieved from media.gm.com on July 25, 2009
- ^ Automoveis Classicos – page 2
- ^ Norm Darwin, The History of Holden Since 1917, 1983, page 4
- ^ Norm Darwin, The History of Holden Since 1917, 1983, page 5
- ^ The Holden Heritage – page 23 Retrieved from media.gm.com on July 24, 2009
- ^ The Macquarie Dictionary of Motoring, 1986, page 84
- ^ RHD versions of Chevrolet C20 and C50 cab chassis were also assembled by GMH up until 1981.The Australian Story – Chevrolet Retrieved from www.ozgm.com on July 24, 2009
- ^ Frans Erasmus. "Springbok Radio Sounds: Chevrolet". Springbokradio.com. http://www.springbokradio.com/ADSCHEVROLET.html. Retrieved December 27, 2010.
- ^ "1972 Chevrolet Kommando Brochure". Moby302.co.za. http://www.moby302.co.za/brochures/1972_chevrolet/kommando.html. Retrieved December 27, 2010.
- ^ "1976 Chevrolet Constantia AJ Brochure". Moby302.co.za. http://www.moby302.co.za/brochures/1976_chevrolet/constantia_aj.html. Retrieved December 27, 2010.
- ^ "Kroymanscorporation.com". Kroymanscorporation.com. http://www.kroymanscorporation.com. Retrieved April 28, 2009.
- ^ Automotive News 1 March 2010
- ^ Chevrolet press release 6 September 2011
- ^ Polish Armor 1939 - Improvised Armored Car Kubus
- ^ "Uzavtosanoat website". http://uzavtosanoat.uz/content/view/15/52/lang,en/. Retrieved May 4, 2011.
- ^ [http://automoveisclassicos.net/html/historia_chevrolet_3.html Automoveis Classicos – Accessed May 31, 2012
- ^ "Just Auto 3 August 2011". Just-auto.com. 2011-08-03. http://www.just-auto.com/news/chevrolet-prism-sales-starting_id113410.aspx. Retrieved 2011-11-06.
- ^ "Corvette Racing official website". Corvetteracing.com. 2008-10-04. http://www.corvetteracing.com/2011-overview.shtml. Retrieved 2011-11-06.
- ^ "Popular Mechanics 2011". Popularmechanics.com. 2010-07-30. http://www.popularmechanics.com/cars/news/vintage-speed/le-mans-2011-chevy-corvette-faces-toughest-challenge-yet#fbIndex1. Retrieved 2011-11-06.
- ^ "Chevrolet WTCC website". Chevroletwtcc.com. 2006-05-21. http://www.chevroletwtcc.com/team/. Retrieved 2011-11-06.
- ^ "Chevrolet UK website". Chevroletbtcc.co.uk. 2011-10-27. http://www.chevroletbtcc.co.uk/cars/. Retrieved 2011-11-06.
- ^ "Chevrolet". http://www.independent.co.uk/sport/football/premier-league/manchester-united-agree-partnership-with-us-car-giant-chevrolet-7807683.html. Retrieved 2011-11-06.
- ^ Jerry Garrett (October 21, 2011). "A Century of Chevy, From Cheap Date to America’s Sweetheart". The New York Times. http://www.nytimes.com/2011/10/23/automobiles/chevrolet-unlikely-cornerstone-for-gm.html. Retrieved January 9, 2012.
- ^ "100 YEARS: From 'See the USA in your Chevrolet' to 'Like a Rock,' Chevy ads run deep". Automotive News. October 31, 2011. http://www.autonews.com/article/20111031/CHEVY100/310319942/1511. Retrieved January 9, 2012.
- ^ Jack Doyle (March 22, 2009). "Dinah Shore & Chevrolet, 1956-1963". Pop History Dig. http://www.pophistorydig.com/?tag=dinah-shore-and-burt-reynolds. Retrieved January 9, 2012.
- ^ a b c d e f g h i j k l m Automotive News, October 31, 2011
- ^ a b "Chevrolet to employ new "Excellence for Everyone" ad campaign". Autoblog. March 11, 2010. http://www.autoblog.com/2010/03/11/chevrolet-to-employ-new-excellence-for-everyone-ad-campaign/. Retrieved October 8, 2010.
- ^ The Why? behind "Chevy Runs Deep" slogan
- ^ "Chevy Runs Deep" campaign to stick around
- ^ Chevrolet - Driving our world forward
- ^ Driving Our World Forward
- ^ GM Canada begins “largest vehicle launch” in its history
- ^ Chevrolet Anthem - Version 60 secondes
- ^ GM Expressing the corporate vision
- ^ "[http://content.usatoday.com/communities/driveon/post/2010/04/heartbeat/1 GM dumps Chevrolet's longtime ad agency -- like a rock ]", USA Today, April 26, 2010.
- ^ McMains, Andrew. "GM Confirms Chevy's Shift to Goodby". Adweek. http://www.adweek.com/aw/content_display/news/account-activity/e3i3b8cb13fe213cb8339474ab7c48c6148. Retrieved 2011-08-04.
- ^ GM turns to MTV to sell cars to younger generations
- ^ Crowdsourcing: Next Gen Consumers in the Driver’s Seat
- ^ SXSW: Crowdsourcing
- ^ Chevy Sonic "Stunt Anthem" | Chevy Super Bowl XLVI Ads | Chevrolet Commercial
- ^ GM to combine Chevy advertising, hopes to save $2B
- ^ Saving Chevrolet Means Sending ‘Chevy’ to Dump
- ^ Chevrolet memo gets the word out: Don't call me Chevy
- ^ Statement on the use of Chevrolet and Chevy “Chevy” will continue to reflect the enthusiasm of customers and fans
- ^ The Name Is 'Chevrolet' -- Not 'Chevy.' Er, Never Mind
- ^ Chevy vs. Chevrolet An Explanation
- ^ History with a Mystery: The Chevrolet Bowtie
- ^ Chevrolet Bowtie History
- ^ The Evolution of the Chevy Bowtie
- ^ How Chevrolet decided on its iconic Bowtie logo
- ^ Knockout, the functional family.
- ^ Chevy Runs Deep
- ^ Custom Fonts
- ^ YOUNG CREATIVE CHEVROLET - CI Guidelines
- ^ Chevrolet Celebrates 100 Years in Song
- ^ Chevy Marks 100 Years with Fans, Owners and Communities
- ^ ‘Chevy100, An American Story’ premieres in Detroit
- ^ Arthur Chevrolet’s Grave Gets Marker on Chevrolet Birthday
- ^ 100 Years Later - Chevrolet name still involved at IMS
- ^ "LOUIS CHEVROLET SWISS WATCHES". worldtempus.com. December 28, 2009. http://www.worldtempus.com/en/news/top-news/detail/article/1261993114-louis-chevrolet-swiss-watches-never-give-up/?utm_source=twitterfeed&utm_medium=twitter&cHash=609ce6a8b4. Retrieved January 2, 2011.
- ^ "Legendary Chevrolet on the Wrist". Watches.infoniac.com. September 26, 2007. http://watches.infoniac.com/index.php?page=post&id=23. Retrieved December 27, 2010.
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