Chevrolet is already used as the brand name in Europe by the parent company GM. Chevrolet is the 'global value' brand of General Motors the world's largest car manufacturer. The brand Chevrolet brand sells in 90 countries worldwide with a Chevrolet sold somewhere every 16 seconds. A staggering 175 million have been sold since the brand was founded in 1911
When Daewoo entered the UK market in 1995 the South Korean manufacturer had no motoring heritage although they did bring the revolutionary direct sales process to the UK.
In 2002 Daewoo Automotive was bought by GM to become GM Daewoo and in the UK cars were sold and serviced by some Vauxhall dealers as well as the independents.
Chevrolet UK initiated a clean break from using the Daewoo brand from 1 January 2005 with all vehicles in the showrooms bearing the Chevrolet badge. Warranty and servicing packages for existing Daewoo owners remain in operation and unchanged.
UK sales of Daewoo cars last year were 17,560 units, an increase of 37 per cent over 2003. UK sales expectations this year will be at least 20,000 say Chevrolet UK.
Prior to the official launch day of the 'Chevy' brand in the UK on 1 February, 85 dealers will be holding launch parties on 29-30 January to present the range of Korean small and medium family cars, that say Chevrolet, "have been designed for the European markets".
Their key brand messages are value for money, expressive styling, durability, reliability and the use of proven technology.
Chevrolet comes to the UK with a four-model line up each with a number of derivatives. The range comprises of the Matiz city car priced from ÃƒÆ’Ã¢â‚¬Å¡Ãƒâ€šÃ‚Â£5,995, the new Kalos 3-Door models which go on sale in March from ÃƒÆ’Ã¢â‚¬Å¡Ãƒâ€šÃ‚Â£6,995, the Kalos 5-Door family hatchback from ÃƒÆ’Ã¢â‚¬Å¡Ãƒâ€šÃ‚Â£7,895, the Lacetti 5-Door Hatchback at ÃƒÆ’Ã¢â‚¬Å¡Ãƒâ€šÃ‚Â£9,495, Lacetti Saloon at ÃƒÆ’Ã¢â‚¬Å¡Ãƒâ€šÃ‚Â£10,495, the Station Wagon at ÃƒÆ’Ã¢â‚¬Å¡Ãƒâ€šÃ‚Â£10,995, the new Lacetti Sport 5-Door at ÃƒÆ’Ã¢â‚¬Å¡Ãƒâ€šÃ‚Â£11,995 and the Tacuma mid sized MPV priced from ÃƒÆ’Ã¢â‚¬Å¡Ãƒâ€šÃ‚Â£10,995.
Andy Carroll, Chevrolet UK's Managing Director said, "We are proud to be introducing a global brand with such heritage and strength to the UK market. We have been encouraged by the awareness that people in the UK already have of Chevrolet"
Chevrolet Europe will be entering the 2005 World Touring Car Championship with three Lacettis built in conjunction with Chevrolet Racing's technical partner, RML in Wellingborough. The drivers are Alain Menu, Nicola Larini and Rob Huff. The 2005 WTCC takes place over ten races in nine countries on three continents.