Chevrolet has big plans to boost sales in EU markets where it only has a 1.2 percent market share -- but it won't lose its American-ness, says its Europe boss, Wayne Brannon.
In Europe, Chevy is known as a low-cost brand that sells value-for-money models such as the Aveo. The General Motors unit's strategy is to boost its image by selling U.S.-built halo cars such as the Corvette alongside affordable cars like the Spark made by GM Daewoo in Korea.
Some observers say buyers will be confused, but Brannon has no such concerns.
“We'll reinforce Chevrolet's American image, which we think is positive, cool and distinctive,” the Detroit-born executive says. “The message will be that Chevrolet is global but still connected with the American way of life.”