A TV campaign will begin in March, and 108,000 existing and potential customers have been invited by direct mail to launch parties at all Chevrolet’s 85 UK dealerships on the weekend of January 29-30. The company would not reveal the cost of the UK re-branding exercise, but it is rumoured to be spending £4m.
Chevrolet is supplying support material for the dealer events including free-standing lights to illuminate a Lacetti Sport and a Lacetti Estate car against a Chevrolet-branded backdrop.
Dealers will make a small contribution. After the launch, dealers will use this material to promote the range to customers outside the showroom, in shopping centres for instance.
“It’s going to be difficult to miss the fact that Chevrolet has arrived in the UK,” says a spokesman. “We are giving the dealers everything they need to create the wow factor.”