I recently wrote about GMs strategy for Opel, and I received encouraging support from a few readers, asking for more details on my views of GMs Global Brand Strategy. In this strategy, General Motors wants to build Chevrolet and Cadillac into global brands that are present in every country of the world, “Chevy” as a mainstream brand, “Caddy” as a premium brand.
I personally believe that it’s a dead end to push a brand just for the sake of bragging rights; GM should let go of its focus on Chevrolet and Cadillac as global brands. They are American. Full stop.
Chevrolet’s image in Europe
Chevrolet is an historic American brand in the US and Canada, known for strong and durable pick-up trucks and large family cars. But in Europe, it’s a bargain-basement budget brand, selling cheap South-Korean small cars of lesser style and quality than competitors Hyundai and Kia. It has no heritage, no clear image and next-to-zero brand value. Compare that to cross-town rival Ford, which has had a presence in Europe since the beginning of the 20th century, selling cars that have been designed and built in Europe for Europeans. Ford is considered a European brand instead of an American brand, and it’s brand value is way above that of Chevrolet. [Read more…]