Chevrolet Sales Data & Trends for the European Automotive Market
Chevrolet USA has been a marginal player in Europe for decades, as the brand never had an official European importer, which means the cars were imported by individual “grey-market” importers, who had a small but loyal group of buyers for sports cars and muscle cars like the Chevrolet Corvette and Camaro, and for large SUV’s and pick-up trucks like the Chevrolet Tahoe, Avalanche and Silverado.
When General Motors renamed the bankrupt Daewoo brand at the end of 2004 / beginning of 2005, the Chevrolet logo was applied to South-Korean made compact cars of sub-par reliability, which has hurt the value of the Chevrolet brand in Europe. In 2013, the brand announced it will be pulled from the European market in 2015 due to lagging sales and continued financial losses, but sales of the Chevrolet Corvette and possibly the Chevrolet Camaro will be continued. If there will be no official importer, the grey market importers will find ways to continue to sell the all-American Chevrolets for years to come.
The data may be inaccurate, as many cars are imported unofficially, and some dealers import new but pre-registered cars in the US in order to avoid new-car taxes or emission-related requirements in some European countries. The unofficially imported cars may not be registered as Chevrolet, but “other”, while the pre-registered cars don’t show up in new-car data, as they are officially imported as second hand cars, even if they have 0 km on the odometer.
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