FRANKFURT – General Motors Co. subsidiary Chevrolet's biggest test in Europe is to increase awareness, the brand's regional head told Automotive News Europe.
"Our biggest challenge is that many people still don't know us," said Chevrolet Europe Managing Director Wayne Brannon.
"Chevrolet was re-launched in Europe in 2005 with a new line-up of mini, small and compact cars. Only about five percent of customers know the car models we offer and naturally only a selection of those put us on their consideration list. My target is to move our unaided awareness closer to above 20 percent," Brannon said in an interview.
Despite the brand's current low awareness, Chevrolet aims to sell more than 500,000 cars across Europe this year, Brannon said. Last year, Chevrolet sold 477,194 units in its 35 European markets including Russia and Turkey. By around 2016, Brannon wants to double the brand's annual European sales to 1 million.
"Our midterm goal is a 4 to 5 percent market share in Europe after 2.5 percent in 2010," Brannon said. "We want to be even more successful in Germany, Italy, Spain, France and the U.K. We are looking for more balance. We already have a 2.5 to 3.5 percent market share in Central and Eastern European markets, but 70 to 80 percent of the total market derives from the top five countries where we are a 1.3 percent brand and where we would like to be a 2.5 percent share brand."