Content in the 1950s for asking buyers “See the USA in your Chevrolet” highlighted popularly through their jingle of the era, corporate attitudes focusing on new and developing world regions has prompted a more global outlook for the bow-tie brand. While Chevrolet has dabbled into Central and South America auto markets for several decades, the marketing of the American car brand overseas heated up in 2003 through the rebadging of Daewoo products in Asian territories. Six years ago, Chevrolet entered the European market as it expands itself as a global player. Maybe this should not be a shock that the Chevrolet brand desires greater recognition in Europe. After-all, the popular American car brand was founded by a Frenchman Louis Chevrolet in cooperation with GM founder William Durant.
Vying to be recognized as an international presence, Chevrolet realizes that the wants and needs of drivers in Europe countries is not simpatico with motorists in their grass root United States market. At the upcoming 2010 Paris Motor Show, three of the four new cars taking center stage in the Chevrolet exhibit are not even listed for sale in the United States.
The first of these cars is the Chevrolet Orlando which was previously mentioned on automoblog.net as a non-United States release. A nifty-designed compact crossover vehicle boasting a potential three rows of seating, the Orlando was believed to be joining it’s platform-mate, the Chevrolet Cruze, before reports back in May kiboshed those plans. Though no specific reason was given for not adding the Orlando, Chevrolet is thought to be fostering concerns that stabilizing gas prices might negatively impact the small vehicle’s sales. Orlando non-inclusion within the United States market is made more interesting when the compact crossover will be released for the Canadian market.
As one of two all-new production cars being unveiled in Paris is the Captiva. Featuring exterior styling which appears to mix the Chevrolet Equinox with the BMW X3, the Chevrolet Captiva wears notably a distinctive front end and unique roof. Adopted from a smaller wheelbase version of GM’s recent Theta platform, the Captiva is little more than a shrunken Equinox. Excluding the turbocharged-diesel engine choices, the Chevrolet Captiva gasoline powerplants are the same 2.4 liter I-4 and 3 liter V-6 found on the U.S. crossover vehicle.
The final non-American release from Chevrolet premiering later this month is a five-door version of the Chevrolet Cruze. A sharp-looking execution of the new compact car, the Chevrolet Cruze Hatchback is created for the hatchback-happy European markets. According to the president and managing director of General Motors Europe Wayne Brannon, the hatchbacks account for 65% of the compact cars sold throughout Europe. As for why United States motorists will not find the Cruze Hatchback, GM may still be fearing the sigma this vehicle design had induced on American consumers. However, recent product releases from other automakers have shown that North American sentiment has warmed once again to hatchbacks.
Wishing that United States automotive enthusiasts will forget Paris, Chevrolet are now just starting to understand the small car market as evident in Europe. Having kept some of their more worthy accomplishments away from most of North America, will the new Cruze and upcoming Aveo be enough to communicate their commitment to compact.
Information and photo source: General Motors