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Two new launches from Chevrolet

Chevrolet’s next two new launches will create new market opportunities for its dealers, says UK managing director Andy Carroll.

However the network’s first priority is still to stay focused on building awareness of its current range and the brand as a whole. Carroll says: “There’s still a lot of growth to be had from making people aware that Chevrolet is selling value cars. That’s why we’re working with our retailers on advertising and events. We have a big programme of events in shopping centres this year. It’s a simple approach but we need to get people to know the cars.”

The programme is based around the UK’s chain of McArthurglen designer shopping villages, which attract families from a wide geographic area.

Prospective customers can register to receive details of their nearest dealer by email or SMS, and the data captured is fed to that dealership for follow-up.

Chevrolet is pulling out of the rental sector this year because of poor profitability and the effect on residual values. To compensate, Carroll wants around 30% growth in Chevrolet’s retail sales, but expects total registrations to remain flat.

When the Epica mid-size saloon arrives in early 2007, Chevrolet will begin a push for fleet sales, but prior to that it will enter the SUV market with the Captiva, launched this September in five- and seven-seat variants with either a 2.0-litre turbodiesel or 2.4-litre petrol.

Carroll adds: “The fact that the Captiva is our first seven-seater is a big thing for us. We expect it to be our best selling model next year.”

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