Chevrolet

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Chevrolet

Type Division
Industry Automotive
Founded November 3, 1911
Founder(s) Louis Chevrolet
William C. Durant
Headquarters Detroit, Michigan, United States
Products Automobiles
Owner(s) General Motors Company
Website Chevrolet.com
Chevrolet ( /vrle/), also known as Chevy, is an American brand of vehicle produced by General
Motors (GM). Chevrolet was founded by Louis Chevrolet and ousted General Motors founder William C.
Durant on November 3, 1911.
[1]
In 1918 it was acquired by General Motors.
Chevrolet was positioned by Alfred Sloan to sell mainstream vehicles to compete withHenry Ford's Model T in
the 1920s, with "Chevrolet" or "Chevy" being synonymous with GM. In North America, Chevrolet produces and
sells a wide range of vehicles, fromsubcompact automobiles to medium-duty commercial trucks, whereas
in Europe, the brand name is used mainly for automobiles produced in Korea by General Motors.
Contents
[hide]
1 History
2 International operations
3 Vehicle models
4 Sport
5 Marketing
6 Watches
7 See also
8 References
9 External links
[edit]History
On November 3, 1911, Swiss race car driver and automotive engineer Louis Chevrolet co-founded the
Chevrolet Motor Car Company in Detroit with William C. Durant and investment partners William Little (maker
of the Little automobile) and Dr. Edwin R. Campbell (son-in-law of Durant) and in 1912 R. S. McLaughlin GEO
of General Motors in Canada.
Durant was ousted from the management of General Motors in 1910 for five years. He took over the Flint
Wagon Works, incorporating the Mason and Little companies. As head of Buick Motor Company prior to
founding GM, Durant had hired Louis Chevrolet to drive Buicks in promotional races.
[2]
Durant planned to use
Chevrolet's reputation as a racer as the foundation for his new automobile company.
Actual design work for the first Chevy, the costly Series C Classic Six, was drawn up by Etienne Planche,
following instructions from Louis. The first C prototype was ready months before Chevrolet was actually
incorporated.
Chevrolet first used the "bowtie emblem"
[3]
logo in 1914. It may have been designed from wallpaper Durant
once saw in a French hotel room.
[4]
More recent research by historian Ken Kaufmann presents a case that the
logo is based on a logo of the "Coalettes" coal company.
[5][6]
Others claim that the design was a stylized Swiss
cross, in tribute to the homeland of Chevrolet's parents.
[7]



Chevrolet logo, ca. 1943
Louis Chevrolet had differences with Durant over design and in 1915 sold Durant his share in the company. By
1916, Chevrolet was profitable enough with successful sales of the cheaperSeries 490 to allow Durant to
repurchase a controlling interest in General Motors. After the deal was completed in 1917, Durant became
president of General Motors, and Chevrolet was merged into GM as a separate division. In 1917, Chevrolet's
factories were located at New York City; Tarrytown, N.Y.; Flint, Michigan; Toledo, Ohio; St. Louis, Missouri;
Oakland, California; Fort Worth, Texas, and Oshawa, Ontario.
[8]
In the 1918 model year, Chevrolet introduced
the Series D, a V8-powered model in four-passenger roadster and five-passenger tourer models.
Chevrolet continued into the 1920s, 1930s, and 1940s competing with Ford, and after the Chrysler
Corporation formed Plymouth in 1928, Plymouth, Ford, and Chevrolet were known as the "Low-priced
three".
[9]
In 1933 Chevrolet launched the Standard Six, which was advertised in the United States as the
cheapest six-cylinder car on sale.
[10]



Chevrolet truck, 1940
Chevrolet had a great influence on the American automobile market during the 1950s and 1960s. In 1953 it
produced the Corvette, a two-seater sports car with a fibreglass body. In 1957 Chevy introduced its first fuel-
injected engine,
[11]
the Rochester Ramjet option on Corvette and passenger cars, priced at $484.
[12]
In 1960 it
introduced the Corvair, with a rear-mounted air-cooled engine. In 1963 one out of every ten cars sold in the
United States was a Chevrolet.
[13]

The basic Chevrolet small-block V-8 design has remained in continuous production since its debut in 1955,
longer than any other mass-produced engine in the world, although current versions share few if any parts
interchangeable with the original. Descendants of the basic small-block OHV V-8 design platform in production
today have been much modified with advances such as aluminium block and heads, electronic engine
management, and sequential port fuel injection. Depending on the vehicle type, Chevrolet V-8s are built in
displacements from 4.3 to 9.4 litres with outputs ranging from 111.394 horsepower (83.066 kW) to 994
horsepower (741 kW) as installed at the factory. The engine design has also been used over the years in GM
products built and sold under the Pontiac, Oldsmobile, Buick, Hummer, Opel (Germany), and Holden
(Australia) nameplates.
In 2005, General Motors re-launched the Chevrolet marque in Europe, using rebadged versions of the Daewoo
cars produced by GM Korea.
[14]

The Chevrolet division is currently recovering from the economic downturn of 20072010. After sales of
General Motors vehicles plummeted and when the U.S Government bailed out the company, GM began
developing more fuel efficient cars and trucks in order to compete with foreign automakers. In late 2010
General Motors began production of the plug-in electric Chevrolet Volt (and related Opel/Vauxhall Ampera),
which later was announced as the 2012 North American Car of the Year, European Car of the Year and World
Green Car of the Year.
[edit]International operations
As of 2010 Chevrolet had operations in over 140 countries,
and global sales in 2011 set a record with 4.76 million
vehicles sold worldwide.
[15]

[edit]North America
[edit]Canada
Main article: General Motors Canada
[edit]Mexico
Mexico has a mix of Chevrolet models from different GM
brands and platforms branded as Chevrolet. The models
come from Chevrolet USA, GM Korea, Mexico and other
origins. Examples of Opel-sourced vehicles are Vectra,
Astra, Corsa, Meriva, Zafira and Captiva (Opel Antara).
Mexico also has some cars of its own, such as the Chevy
C2, which is a reworked older-generation Corsa B. Vehicles based on US platforms are the Avalanche, the
Suburban, the Equinox, the Tahoe, the Cheyenne (which is similar to the Silverado), the Aveo, the HHR, the
Traverse, the Malibu,the Camaro and the Corvette. The Chevrolet Optra, assembled in South Korea by GM
Korea, was also sold in Mexico. The European Epica was sold as a business-only vehicle. GM also
manufactures Chevrolet vehicles such as the Suburban and Avalanche in Mexico.
[edit]Asia
[edit]China
Top Ten Chevrolet sales markets
2011
[15]

Rank
in GM
Location
Vehicle
sales
Market
share (%)
1 United States 1,775,812 36.9%
2 Brazil 632,201 13.3%
3 China 595,068 12.5%
4 Russia 173,485 3.6%
5 Mexico 162,461 3.4%
6 Canada 150,540 3.2%
7 Argentina 133,491 2.8%
8 Uzbekistan 121,584 2.6%
9 India 111,056 2.3%
10 Colombia 105,783 2.2%
In 2009 China became Chevrolet's third largest market, with sales of 332,774 vehicles, behind only the United
States and Brazil (1,344,629 and 595,500 vehicles respectively).
[16]
By 2010, Chevy sold just over half a million,
with the Cruze being its best seller there.
[17]

[edit]India
Main article: Chevrolet Sales India Private Limited
Launched by GM's India operations, Chevrolet is among the more recent auto brands. Until 2003, GM India
originally a joint venture with Hindustan Motors) sold the Opel Corsa, Opel Astra and the Opel Vectra.
Chevrolet officially began business in India on June 6, 2003. The Corsa and Astra were built at a plant in Halol,
Gujarat.
Chevrolet currently sells the Chevrolet Cruze, Chevrolet Spark, Chevrolet Optra, Chevrolet Aveo, Chevrolet
Tavera, Chevrolet Captiva,Chevrolet CRV, Chevrolet Beat and Chevrolet Aveo U-VA. The Chevrolet Forester,
a rebadged Subaru, was imported directly from Fuji Heavy Industries in Japan until 2005. The Cruze and
Tavera are built at the Halol plant. Chevrolet also is the sole Engine supplier for theFormula Rolon single seater
series in India.
[edit]Japan
From 1995 to 2000 Toyota in an agreement with GM sold the third generation model Chevrolet Cavalier as
the Toyota Cavalier in Japan in exchange for the Geo/Chevrolet Prismin an effort to avoid additional restrictions
on their exports to the US. In the mid 2000s, Suzuki imported and marketed the Chevrolet TrailBlazer and
the Chevrolet Optra wagon in Japan. Suzuki, a GM partner, also assembled and marketed the Chevrolet MW
microvan. The MW was originally a rebadged Suzuki Wagon R+ and later a rebadged Suzuki Solio. Suzuki had
also marketed the Chevrolet Cruze subcompact in the past. General Motors Japan Limited currently distributes
and markets theSonic, Captiva, Camaro, and Corvette in limited numbers through an agreement with Yanase
Co., Ltd. dealerships. In the 2000s, General Motors Asia Pacific (Japan) had distributed and marketed the
TrailBlazer also. As of 2010, Mitsui Bussan Automotive distributes and markets the Chevrolet Tahoe, Chevrolet
Express, Chevrolet HHR, Silverado, and Traverse. Previously, it had also marketed the Starcraft versions of
the G-Van and Chevrolet Trailblazer. Mitsui Bussan Automotive had been importing and distributing certain GM
models since 1992, but will cease their GM import business in November 2011, as GM Japan wants to
consolidate the distribution channels. The Chevrolet models that have been imported by Mitsui will no longer be
sold once existing inventories are depleted. Thus there were three distinct distribution channels for Chevrolet-
branded vehicles at one time in Japan.
[edit]Malaysia
Between 2003 and 2009 a joint-venture between GM and DRB-HICOM, called Hicomobil, marketed
the Chevrolet Aveo, Chevrolet Optra, Chevrolet Nabira and Chevrolet Lumina.
[18]
The joint venture was
succeeded with Naza in 2010.
[edit]Middle East
In the Middle East, Chevrolet-badged cars, trucks, SUV's, and crossovers are sourced from GM Korea (in
South Korea), GM in North America, and GM Holden (in Australia). The Middle East market has a separate
division called Chevrolet Special Vehicles (CSV), which (as of December 2007) sources the high-performance
400 bhp (300 kW) CR8 sedan from Holden Special Vehicles. The Holden Commodore is badged as the
Chevrolet Lumina in the Middle East, as well as South Africa. The longer wheelbase Holden Caprice is sold as
the Chevrolet Caprice in the Middle East. The Middle East fleet (particularly Saudi Arabia) also includes the
likes of Cruze, Malibu and Sonic in the Sedan category, Captiva in the SUV category, Tahoe & Traverse in the
Wagon category and Avalanche & Silverado in the Truck category.
[19]

[edit]Pakistan
In Pakistan, Chevrolet introduced its cars in collaboration with a local automobile manufacturer called Nexus
Automotive. The current lineup available from Chevrolet Pakistan includes Chevrolet Optra, Chevrolet
Spark, Chevrolet Joy, Chevrolet Aveo, and Chevrolet Colorado. The company plans to add Chevrolet
Captiva, Chevrolet Epica and Chevrolet Cruze to its lineup in the future.
[edit]South Korea
Many global-market Chevrolet vehicles are designed and manufactured by GM Korea of South Korea, but they
had been sold under Daewoo brand in South Korea until February 2011. Daewoo brand was fully replaced by
Chevrolet in March 2011. All Daewoo products relaunched under Chevrolet brand, with the release
of Chevrolet Camaro, Chevrolet Orlando and Chevrolet Aveo.
[edit]Thailand
The American-built Chevrolet Colorado pickup is also manufactured in Rayong, Thailand. The Holden
Commodore is badged as the Chevrolet Lumina in Thailand.
General Motors is currently exploring cost cutting options as part of its restructuring plan. One of these options
involve expanding the Rayong, Thailand plant to add additional capacity to export Colorados to the U.S. This
would allow the Shreveport, Louisiana plant to be closed (where the Colorado is also produced). This scenario
is plausible only if a free-trade agreement is signed between the U.S. and Thailand, as the American tariff on
imported pickup trucks from non-FTA countries is currently 25%. The United Auto Workers is the most vocal
opponent to a change in the tariff structure.
In addition to the Colorado pickup trucks, General Motors began assembling Chevrolet Captiva sport utility
vehicle in its Rayong plant during June 2007. The Thai-assembled Captiva is based on THETA platform under
the program code C100. Also produced at the General Motors' Rayong plant are the Chevrolet Aveo (launched
in September 2009 under the platform T100) and Chevrolet Cruze (launched in November 2010 under the
platform GLOBAL DELTA).
[20]

Production, Retail Sales and Registration of Chevrolet brand in Thailand during 2011 (Units)
[21]

Model Production Retail Sales Registration
Aveo 10,918 8,344 6,536
Captiva 7,912 6,095 6,071
Colorado 13,014 8,768 9,184
Cruze 13,554 8,296 6,129
[edit]Australia
Even though the Australian market of today mainly consists of Australia's own automotive companies alongside
Asian automobile brands, Australia once had its fair share of American cars as well.
Bodies for the local assembly of Chevrolets were built in Australia as early as 1918
[22]
and by 1926 the newly
created General Motors (Australia) Pty Ltd had established assembly plants in five Australian states to produce
Chevrolet and other GM vehicles using bodies supplied by Holden Motor Body Builders.
[23]
The merger of
General Motors (Australia) Pty Ltd with the troubled Holden Motor Body Builders in 1931 saw the creation
of General Motors Holden's
[24]
and the ongoing production of various GM products including Chevrolet. GMH
departed from traditional US body styles with the release of the Chevrolet Coupe Utility in 1934
[25]
and the
Chevrolet "Sloper" Coupe in 1935.
[26]
Post-war production recommenced in 1946.
[27]
From 1949 Australian
Chevrolets were to be locally assembled from components imported from Chevrolet in Canada although local
production of the Coupe Utility body continued until 1952.
[28]
1968 was the last full year of Chevrolet assembly
in Australia.
[29]

Classic Chevrolet models such as Bel Air, Biscayne, Impala etc., are still found in many states around
Australia. From the early 1970s to the early 1980s the Chevrolet name was also used on various light
commercials in Australia. These ranged from the LUV (a rebadged Isuzu KB) to the third generation C-series
trucks. From 1998 to 2001 the Chevrolet Suburban was sold in Australia as the Holden Suburban.
With General Motors introducing Opel to Australia, GM will continue to sell Holdens in lieu of Chevrolets for the
Oceania market.
[edit]South Africa
External audio

1974 Braaivleis, rugby, sunny skies and Chevrolet advert at
the Springbok Radiopreservation society.


Chevrolet Firenza CanAm 302, South African homologation special
In South Africa, Chevrolet was GM's main brand name until 1982, with a number ofVauxhall
Motors and Holden derivatives being built under the Chevy name from 1964. In the 1970s, the advertising
jingle "braaivleis, rugby, sunny skies and Chevrolet"
[30]
(adapted from the US "Baseball, Hot Dogs, Apple Pies
and Chevrolet") came to epitomise the ideal lifestyle of white male South Africans. Holden in Australia used the
jingle "Football, Meat Pies, Kangaroos and Holden cars". Originally, Chevrolets were CKD kits of US models
assembled in their plant in Port Elizabeth. However, since South Africa was right-hand drive and the US was
left-hand drive, along with encouragement by the South African government to use local content, Chevrolets
such as the Biscayne were eventually made entirely in South Africa, along with GM's "own car for South
Africa": the Ranger.
By the 1970s, larger South African Chevrolets were based on Australian General Motors-Holden's models, the
Kommando being based on the Holden Kingswood
[31]
and theConstantia on the Statesman,
[32]
while the smaller
Firenza was based on the Vauxhall Viva. The Chevrolet Nomad sold in South Africa was entirely different from
the Nomad sold in America; whereas the American Nomad was originally conceived as a station wagon version
of the Corvette and eventually became the station wagon version of the Bel Air, the South African Nomad was
an SUV of truck proportions before SUVs were popular. Due to local content laws the cars usually received
different engines than in their home markets.
However, these were replaced by Opel models like the Rekord, Commodore, and Senator, and in 1982 the
Chevrolet brand name was dropped in favour of Opel. Because of the political climate at the time, GM decided
to divest from South Africa in 1986, and a local group eventually bought out GM's South African operations
(including the Port Elizabeth plant) and renamed the company as the Delta Motor Corporation, which
concentrated on Opels, Isuzus, and Suzukis, built under licence.
However, thanks to an improved political climate in the 1990s, GM decided to reenter South Africa, eventually
buying out the whole of Delta. In 2001, the Chevrolet name made a comeback, used on the Lumina, a
rebadged Holden Commodore, and later on, on the Daewoo range of cars. Current Chevrolets include
the Spark (a rebadged Daewoo Matiz), Aveo, Optra, Cruze, the Lumina (including theUte model), the Vivant,
an MPV that is a rebadged version of the Daewoo Tacuma, and a pick-up version of the Opel Corsa known as
the Corsa Ute.
[edit]Europe
Main article: Chevrolet Europe
Chevrolet Europe GmbH is a Swiss-based firm (in Zrich) that mainly sells cars produced by GM Korea.
Until 2005, Chevrolet Europe sold a few models, mostly United States domestic market (USDM) models
modified to suit European regulations. Among them were the Chevrolet Alero (which was a
rebadged Oldsmobile Alero) and the Chevrolet Trans Sport (which was a Chevrolet Venture with the front end
of the Pontiac Trans Sport). Among other models sold by Chevrolet Europe were the Camaro,
theCorsica/Beretta, the Corvette, the Blazer, and the TrailBlazer. The current generation of North American
built Chevrolet Impala V-8 sedans has also been available in Europe in recent years, marketed as both large
family sedans and more economically priced alternatives to Jaguars and BMWs as high performance executive
cars.
It was in 2005 that all the mainstream models from GM Daewoo were rebranded as Chevrolet in Europe. (The
ownership of the SUV models in the former Daewoo range had reverted to ownership of SsangYong Motor
Company by this time.) However the Daewoo name was retained in South Korea and Vietnam until 2011. In the
rest of the world, most Daewoo models have worn the Chevrolet badge since 2003. Exceptions include the use
of the Suzuki badge in the United States and Canada, the Pontiac badge in Canada, the Holdenbadge in
Australia and New Zealand, and the Buick badge in China for certain GM Daewoo models.
During the mid 2000s, the Corvette and Cadillac range were marketed in Europe through a separate
distribution channel operated by Netherlands-based Kroymans Corporation Group
[33]
but following their
bankruptcy in 2010,
[34]
General Motors established a new Swiss based subsidiary to relaunch Chevrolet in
Europe and add the Corvette, Camaro and Malibu models to the European range.
[35]

[edit]Poland


Kubu - insurgent armored car inWarsaw Uprising on the chassis of a civilian Chevrolet 157 truck.
During World War II in Poland Home Army the Polish resistance movement built an improvisedarmoured car -
Kubu which was based on the chassis of a civilian Chevrolet 157 truck, license-built in pre-war Poland by
the Lilpop, Rau i Loewenstein company. The car was used against the German army in Warsaw during
the Warsaw Uprising in 1944.
[36]
The damaged Kubu survived the war and in 1945 was towed to the Polish
Army Museum where it is currently on exhibition. A full-scale operational replica was created in 2004 by Juliusz
Siudziski and is, as of 2009, on exhibition at the Warsaw Uprising Museum.
[edit]Russia
In Russia, various Chevrolet models are available. Current Chevrolets include
the Spark, Lacetti,Cruze, Rezzo, Epica, and Tahoe. Also, a joint venture between GM and
Russian AvtoVAZ from 2002 makes the Chevrolet Niva, an SUV especially for Russian market and conditions.
In 2009 this model received restyling by Bertone.
[edit]Uzbekistan
General Motors Uzbekistan, or GM Uzbekistan, became the new name of Uz-Daewoo Auto in March 2008 as
part of a new joint venture owned by Uzavtosanoat JSC (75%) and General Motors Corporation (25%) with a
factory in Asaka producing a variety of Chevrolet models.
[37]
Currently, in Uzbekistan producing models, such
as, Damas (N150), Matiz (M150), Nexia (N150), Spark (M300), Epica and Captiva (SUV).
[edit]South America
Historically, many Latin American-market vehicles from GM were modified derivatives of older models from
GM's North American and European operations. The current S10 and Blazer exemplify this strategy. However,
more modern vehicles are now being marketed as market conditions change and competition increases.
Besides those older models made in Mexico, Ecuador, Colombia and Mercosurcountries, Korean sourced cars
from former Daewoo factories some markets also get Korean and US made Chevrolet on top of their local line-
ups.
[edit]Argentina
In 1924 General Motors started importing Chevrolet Double Phaeton models and were welcomed with great
demand. In 1925, in order to reduce costs in the Argentine market, General Motors decided to manufacture in
Argentina and started producing a sedan, a roadster, a truck chassis and the Chevrolet Double Phaeton, now
called "Especial Argentino", a model exclusively designed for the Argentinean market. Sales increased and
soon the Oldsmobile, Oakland and Pontiac units were incorporated to the assembly line.
When the Second World War broke out the operations were complicated. In 1941 the Chevrolet 250.000 was
made, but the shortage of products made car production impossible. The last Chevrolet went out of the plant in
August, 1942. In order to avoid the total stoppage, the company made electrical and portable refrigerators and
car accessories amongst other items. After the war, GM started producing the Oldsmobile and Pontiac lines
and later Chevrolet is added.
In 1959, manufacturing plants are enlarged and set up to produce cars, pick ups and trucks. On January 25,
1960 the first Argentinean Chevrolet pick-up was introduced. The following year the national government
approves the investment plan for 45 million dollars which included a plant of 12,000 m
2
. On March 12, 1962 the
first Chevrolet 400 was made based on the North American Chevy II. The original plan considered a national
integration of 50% during the first year of production; this amount had to be 90% in 1964 with a production of
15,000 units. By 1969, the Chevy line, derived from the American Chevy Nova, was presented.
In the middle of the seventies, General Motors market share was reduced sharply from 9% in 1976 to 2% in
1978. Losses exceeded $30 million and the head company in the USA decided to halt production activities in
Argentina.
The Chevrolet trademark reappeared in 1985 for the production of the pick-up in its versions C-20 and D-20. In
1995, a plan for the manufacturing destined for export specially to Brazil and other countries
of Mercosur materialized with the building of a new facility nearRosario, Santa Fe, for the production of the
Opel-based Chevrolet Corsa and the Suzuki-based Chevrolet Grand Vitara 4x4.
[38]

By 2010 the range was based on a variety of GM Korea based cars, together with the Brazilian Chevrolet
Prisma.
[39]

[edit]Brazil


Chevrolet Hall in
Belo Horizonte, Brazil.
In Brazil, the Chevrolet Opala was based on the German Opel Rekord and American Chevrolet Novafrom the
late 1960s, continuing in production until the early 1990s, when it was replaced by a version of the Opel
Omega. Other smaller Chevrolets in Brazil, such as the Kadett and Monza, were based on the Opel
Kadett and Ascona respectively.
Chevrolet's product line-up in Brazil comprised some exclusive designs like the Corsa "B" basedCelta, which
was sold in Argentina under the Suzuki brand, the Astra, and a Brazilian designedVectra based on the Opel
Astra H. The passenger car range currently includes the Cruze, the Captiva, the Agile hatchback, and the
Omega sedan which is actually a captive import of the Australian Holden Commodore. The latest home-grown
product is the Chevrolet Cobalt sedan, released in late 2011.
Utility and four wheel drive vehicles line-up includes the S10, the Blazer, and the Montana. The Montana is a
compact pickup truck, based on the Agile, that is also sold in other Latin American markets. From the 1960s to
the mid-1980s, there was also a large station wagon, derived from theC10 truck (somewhat similar to
the Suburban), called the Veraneio.
[edit]Chile
Chevrolet production in Chile began in 1962, although at first through local partners (in this case, Avayu with
the Nova II).
Chevrolet has been operating in Ecuador for 80 years. GM Ecuador sells US Chevrolets alongside GM
Korea sourced models. It also sells the 1983 Suzuki Supercarry under the Chevrolet namel, and the Isuzu
Rodeo was sold as the Chevrolet Rodeo throughout the 1990s.
In Venezuela, Chevrolet has been operating since 1948, when truck production began in Caracas. In 1979
production moved to a plant in Valencia that was purchased from Chrysler. Chevrolet assembled more than
1,500,000 vehicles in its first 50 years in Venezuela.
[edit]Colombia
The Colombian Automotive Factory SA (Colmotores) was founded in 1956 and initially produced vehicles in
Austin; in the '60s, Simca and Dodge automobiles (its first car manufactured was a Coronet 440); and then, in
1980, began producing Chevrolet cars. Currently Colmotores has more than 75% of the domestic market, with
models from GM Korea and Suzuki. Particularly worthy of mention is the Aveo, Optra and the Spark.
[edit]Trinidad and Tobago
Since the early 1920s, Chevrolet cars and trucks were marketed in this country. The Master Deluxe Sedan of
the late 1930s was considered to be a pinnacle of luxury. All cars sold through the local dealer, Neal and
Massey (also franchisee for Vauxhall and Buick), were right-hand-drive, and imported from Canada and
Australia. Throughout the 1940s and 1950s, GM maintained a market presence with the Bel Air, Impala and
Fleetline. During the late 1960s and early 1970s, Australian Holden DeVilles badged as Chevrolet Caprices
were sold, though a few "Islander" limited edition American Chevrolet Caprices were imported. Neal and
Massey gave up the GM franchise in 1974 and the brand left the market.
During the period 19982001, Southern Sales Ltd. imported the Chevy Monza and Joy. Based on the Opel
Corsa platform and assembled in Mexico, these were the cheapest new cars available. Poor build quality,
unprofessional dealer service, and a limited spare parts supply saw these cars exit the market with only a few
units being sold. In 2003, the local Renault dealer marketed the Aveo sedan and hatchback, as well as the
Optra sedan (a rebadged Suzuki Forenza), with limited success.
A more intensive marketing campaign by the latest Chevrolet dealer, Lifestyle Motors, has met more success.
The models available are the Chevrolet Colorado (Isuzu D-Max twin), Spark (micro-car based on the Daewoo
Matiz), Aveo sedan and hatchback, Optra sedan, hatchback and wagon, the Captiva SUV, and the Epica large
saloon. In March 2011, the Cruze was added to the lineup and features a 1.8 litre gasoline engine. It bridges
the gap between Optra and Epica models. Once the Optra is phased out, a 1.6 litre Cruze will be made
available.
[edit]Vehicle models


Chevrolet Camaro 2010
Further information: List of Chevrolet vehicles
[edit]Current
[edit]United States and Canada
Cars Spark Sonic Cruze Malibu Impala Camaro Corvette Volt
Caprice (law
enforcement
only - not
sold to the
general
public)
Crossovers Equinox Traverse
Orlando(Canada
Only)
Captiva
Sport(Fleet
Only)


SUVs Tahoe Suburban


Trucks Colorado Silverado Avalanche


Vans Express


[edit]Latin America


Chevrolet Volt
Cars Spark Sail Sonic Cruze Agile Cobalt
Malib
u
Omeg
a
Camar
o
Corvett
e
Vol
t
Trucks
Montana /
Tornado
Colorad
o
S-10 D-Max
Silverad
o
Avalanch
e

Crossovers Blazer Captiva
Captiv
a
Sport
Travers
e

SUVs Tahoe
Suburba
n

MPVs
Orlando (Chi
le Only)

Van Express
N300
Max

Commerci
al vehicles
FRR FTR FVR NKR NPR NQR

[edit]Europe
The availability of Chevrolet vehicles depends on market, with eastern European markets offering a wider
range of ex-Daewoo models under the Chevrolet marque.
Cars Matiz Spark Aveo Lacetti Nexia Cruze Epica Corvette
Crossovers Captiva Niva

MPVs Orlando

Van Damas

[edit]Middle East
Cars Spark Aveo Optra Epica
Lumin
a
Caprice
Malib
u
Corvett
e
Bea
t
Camar
o
Cavali
er
Trucks Colorado
Avalanc
he
Silverad
o
Scottsda
le
Custo
m
Delux
e
Cheyen
ne

Crossovers Traverse Captiva

SUVs
Trailblaz
er
Tahoe
Suburba
n
Blazer Blazer Tracker

Vans/Miniva
ns
Uplander Express Venture
Lumina
APV
Astro Van

[edit]Sport
Chevrolet enters a variety of cars in sporting events around the world and is particularly well known
in NASCAR and the FIA World Touring Car Championship.
[edit]NASCAR
Major teams include Hendrick Motorsports, Richard Childress Racing, Earnhardt Ganassi Racing and Stewart
Haas Racing who all drive Impala-themed cars. Hendrick has 10 championships, RCR has 6 championships,
Stewart Haas has 1 championship. Chevrolet is the most successful manufacturer to be involved in NASCAR
with 35 manufacturer's titles and the most recorded wins by manufacturer. Previously the Chevy Monte Carlo
was used.
[edit]American Le Mans Series
The Corvette runs in the American Le Mans Series GT class. Corvette Racing started in 1999 at the Daytona
24-hour race and has since won eight consecutive ALMS GT1 manufacturers and team championships and
seven ALMS GT1 drivers' titles.
[40]
The Corvette also takes part in the French America 24 Hours of Le
Mans race.
[41]

[edit]FIA World Touring Car Championship
In 2005, when the Chevrolet brand was re-launched in Europe, Chevrolet took part in the WTCC with a version
of the Lacetti, developed by the UK-based Ray Mallock Ltd (RML). In 2009 the Cruze replaced the
Lacetti
[42]
and in 2010 won the Drivers' and Manufacturers' championship.
[edit]British Touring Car Championship
Chevrolet participates in the BTCC with the Cruze.
[43]

[edit]British football
In May 2012, Chevrolet replaced Audi as the official car sponsor of the British football team Manchester
United,
[44]
and from the start of the 2014-15 season Chevrolet would become the team's shirt sponsor. The deal
is contracted to run for seven years.
[45]

In July 2012, Chevrolet and English Premier League football team Liverpool F.C. announced a four-year
partnership which would see Chevrolet become the official automotive partner of the club.
[edit]Marketing
[edit]Chevrolet bowtie logo
The Chevrolet bowtie logo was introduced by company co-founder William C. Durant in late 1913. According to
an official company publication titled The Chevrolet Story of 1961, the logo originated in Durant's imagination
when, as a world traveler in 1908, he saw the pattern marching off into infinity as a design on wallpaper in a
French hotel. He tore off a piece of the wallpaper and kept it to show friends, with the thought that it would
make a good nameplate for a car. However, in an interview with Durant's widow, Catherine published in a 1986
issue of Chevrolet Pro Management Magazine, Catherine recalled how she and her husband were on holiday
in Hot Springs, Va., in 1912. While reading a newspaper in their hotel room, Durant spotted a design and
exclaimed, "I think this would be a very good emblem for the Chevrolet." Unfortunately, at the time, Mrs. Durant
didn't clarify what the motif was or how it was used. Ken Kaufmann, historian and editor of The Chevrolet
Review, discovered in a Nov. 12, 1911 edition of The Constitution newspaper, published in Atlanta, an
advertisement appeared from by the Southern Compressed Coal Company for "Coalettes," a refined fuel
product for fires. The Coalettes logo, as published in the ad, had a slanted bowtie form, very similar to the
shape that would soon become the Chevrolet icon. The date of the paper was just nine days after the
incorporation of the Chevrolet Motor Co. One other explanation attributes the design to a stylized version of the
cross of the Swiss flag. Louis Chevrolet was born in Switzerland at La Chaux-de-Fonds, Canton of Neuchatel,
to French parents, on Christmas Day 1878. An October 2, 1913 edition of The Washington Post seems, so far,
to be the earliest known example of the symbol being used to advertise the brand.
[46][47]

The first bowtie logo without embedded text first appeared in 1985, as part of the Heartbeat of America ad
campaign.
[48]
In 2004, Chevrolet began to phase-in the gold bowtie that serves as the brand identity for all of its
cars and trucks marketed globally.
[49]

[edit]Typography
The Klavika Condensed font was designed by type design studio Process Type Foundry under the art direction
of Aaron Carmbula for General Motors marketer FutureBrand as part of Chevrolet's 2006 redesign. After the
expiry of the exclusivity period, the commercial version of the font (Klavika Condensed) was released to the
public in the fall of 2008.
[50]
In the Young Creative Chevrolet corporate identity guidelines, Klavika is listed for
use in all communication materials.
[51]
Klavika was phased out beginning in 2012 and replaced by Knockout
(from Hoefler & Frere-Jones
[52]
) while the campaign was still ongoing. Currently, Goodby, Silverstein &
Partners is utilizing the typeface families Louis, a group of simplified, legible grotesque gothics named after co-
founder Louis Chevrolet, and Durant, a roman group, just as simplified and legible, named after co-founder
William Durant, on print, television and Chevrolet's website advertisements.
[53]

[edit]100th anniversary
As part of Chevrolet's 100th anniversary in 2011, a dedicated channel was created by the American internet
based Pandora Radiostation, playing the Top 100 songs mentioning the brand.
[54]
Beginning on November 3,
2011, Chevrolet celebrated the countdown to its 100th birthday by encouraging its customers and fans to tell
their Chevy stories, vote for their favorite Chevrolet cars and trucks, and take the birthday party to their
communities with the help of Chevrolet and its dealers.
[55]
A feature-length documentary titled 'Chevy100, An
American Story', produced by Roger Sherman, was premiered on November 3 at Detroit Institute of Arts in
downtown Detroit, features drivers, collectors, restorers, racers and journalists who live and breathe cars and
trucks.
[56]
In honor of the 100th birthday of Chevrolet, Indianapolis Motor Speedway, Chevrolet and Indianapolis
businessman David Ring have arranged to properly mark the grave of Arthur Chevrolet, brother of Chevrolet
co-founder Louis Chevrolet.
[57][58]

[edit]Advertising

This section needs
additionalcitations for verification.(December
2011)
Earlier marketing efforts touted efficiency combined with savings ("enormous buying power," 1914; "Quality at
low cost," 1923, ""A Six for the Price of a Four," 1929),
[59]
interspersed with what could be described as "loftier"
messages (positioning the automobile and Chevy by extensionas "Man's conquest of time," 1923).
[60]
Of the
marketing campaigns from more recent decades, "See the U.S.A. in Your Chevrolet" (used in the 50s and 60s)
was one of the longest lasting.
[61]
In 1949 Chevy sponsored "Inside USA" on CBS; while this was a short-lived
show, the tune created for it got new life in 1951, when Chevy began sponsoring the Dinah Shore show and
Shore sang it at the close of every show.
A selection of Chevrolet's more recent marketing campaigns includes the following:
See The U.S.A. In Your Chevrolet (1950s1960s)
Putting you first keeps us first (1960s)
[62]

It's Exciting! (mid 1960s)
Building a better way to see the USA (early 1970s)
[62]

Baseball, Hotdogs, Apple Pie & Chevrolet (1975;2006)
[62]

Chevy makes good things happen(1982)
[62]

USA-1 Taking Charge (1983)
[62]

Today's ChevroletLive It (1985)
[62]

The Heartbeat of America (19871994)
[62]

Rock, Flag and Eagle (19851987)
Genuine Chevrolet (19942001)
[62]

Tried, Tested, and True (19962004 Canada)
We'll Be There (20012004 United States)
[62]

Like a Rock (19912004; Chevrolet Trucks) Featuring the Bob Seger song of the same name
[62]

An American Revolution (20042009)
[62]

For All Life's Roads (20042006; Canada)
Our Country, My Truck (20062007; Chevrolet Trucks)
[62]

America's Best Trucks (2007present; Chevrolet Trucks)
Let's Go (20072009; Canada)
May the Best Car Win (20092010; United States & Canada)
Excellence for Everyone (2010present)
[63]

Chevy Runs Deep (2010present; United States):
[62]
A series of TV commercials were produced with
Goodby, Silverstein and Partners, and was unveiled during the week of 2010 MLB World Series. Early
commercials include 'Chevrolet: Anthem', 'Chevrolet: Dogs and Pickups', 'First Car', 'Chevrolet: Coming
Home', 'Chevrolet Volt: Anthem', which positioned Chevy as a brand that is part of the American fabric in
song, culture and in most of our pasts in one way or another.
[64]
In 2011, General Motors announced the
campaign would continue.
[65]
Most television commercials run in this ongoing campaign feature voice-over
by television and film star Tim Allen.
Chevrolet is the Car (20112012; South Korea)
Driving Our World Forward/I'm proud (2011-; Canada):
[66]
Chevrolet Sonic and Chevrolet Orlando ads were
produced by Toronto-based production company Holiday Films.
[67]
In Quebec, the brand introduced a new
tag line: 'I'm proud'. The campaign included commercials in Mandarin, Cantonese, Tamil, Punjabi and
Hindi languages.
[68]
French version of the Antham ad also uses alternate slogan 'Chevrolet, et fier de
l'tre.'
[69]

LOVE. LIFE. (2012present; South Korea)
[63]

Live Better. (2012present; United States)
[edit]Marketing agency
FutureBrand, a Interpublic Group of Companies company, has been working with General Motors since
2000,
[70]
who also involved the commissioning of a font that would later sold as Klavika Condensed, as part of
re-design of Chevrolet in 2006.
In 2010, General Motors replaced the advertising agency Campbell-Ewald, also of Interpublic Group of
Companies, with Publicis Worldwide. Campbell-Ewald had served Chevrolet since 1919.
[71]
In May 2010
Chevrolet's advertising account was awarded to Goodby, Silverstein and Partners.
[72]

As part of the attempt to attract 18-24 year-old drivers, General Motors hired MTV Scratch.
[73]
Some of the
collaboration results include Chevy ads showing their cars skydiving, bungee jumping, doing other
stunts.
[74]
The commercial was produced with consultations from students from UCLA, Pepperdyne and high
schools.
[75]
Some of the footage was later used in Chevrolet Sonic ad titled 'Stunt Anthem' during Super Bowl
XLVI.
[76]

In March 2012, General Motors announced two competing agencies, San Francisco-based Goodby, Silverstein
and Partners (part of Omnicom Group), and New York-based McCann Erickson Worldwide (part of Interpublic
Group), will join to form an equal joint venture company called Commonwealth to handle most of Chevrolet's
ads. Prior to the joint venture, Goodby, Silverstein and Partners performed marketing in the U.S., including the
"Chevy Runs Deep" campaign; McCann handled Chevrolet ads in China, Latin America, Mexico, Canada and
other markets. Commonwealth would handle and supervise creative work worldwide out of Detroit for all
markets except China, India and Uzbekistan, where GM has joint auto-making ventures. McCann would
continue to handle ads in China and India, and Uzbekistan will be contracted as needed.
[77]

[edit]Chevrolet-only naming attempt
In 2010, a memo signed by Chevrolet sales and service vice president Alan Batey and General Motors
marketing division vice president Jim Campbell was sent to Chevrolet employees at its Detroit headquarters,
instructing employees to only use Chevrolet when addressing the brand, in order to present a consistent brand
message. A postscript to the memo says a sort of cuss jar - a plastic "Chevy" can - has been placed in the
hallway. "Every time someone uses 'Chevy' rather than Chevrolet," the note said, the employee is expected to
put a quarter in the can. The proceeds were to be spent on "a team building activity." Paul Worthington, head of
strategy forWolff Olins, noted that the branding effort ran counter to a trend in which corporate names had
become more casual.
[78]
Ian Beavis of Nielsen Automotive Group noted that marketers can't control what
consumers call their products, but nickname doesn't work in new markets where Chevrolet is trying to get a
start.
[79]
Following the release of the memo, General Motors published a statement claiming the note was in no
way discouraging customers or fans from using the Chevy name.
[80][81][82]
Following the 2010 memo incident,
Chevy Runs Deep campaign remains to use the 'Chevy' name, while Driving Our World Forward campaign
uses the 'Chevrolet' name.
[edit]Watches
In 2007, General Motors allowed AJS-Production SA to register the Louis Chevrolet trademark for a line of
premium quality Swiss watches watch marketed under the Louis Chevrolet brand name. Although the watches
bear the name of Louis Chevrolet, they are not marketed or produced in association with General Motors.
[83]

The watch brand pays tribute to Louis Chevrolet, co-founder of the Chevrolet automobile company, whose
father was a watchmaker and in his childhood helped his father at the workbench. The collection was
called Frontenac, the name inherited from the race car company founded by Louis Chevrolet. The Chevrolet
watch collection comprises automatic, manually wound and quartz models, equipped
withETA and Ronda movements.
The Louis Chevrolet Frontenac watches, manufactured in Porrentruy, the Swiss Jura region, feature the styling
cues suggested by the Chevrolet cars. The collection was developed while applying the same materials as
used in the car industry. Pearled appliques on the Chevrolet watches' dials remind the metal forms of the old
dashboards. The number "8", Chevrolet's racing number, is sported on the case back.
[84]