Blog: Dave LeggettChevrolet brand

Dave Leggett | 11 February 2005

I must admit to being a little sceptical when the news first emerged that GM planned to replace the Daewoo brand with Chevrolet. Chevrolet? Sounds very American. As Mark Bursa notes, you drive your Chevy to the levee (a memorable line from that well known Don McLean song, ‘American Pie’) rather than to Tesco or Carrefour. But looked at in the round, Chevrolet as GM’s ‘foundation brand’ does make some sense. It will certainly be interesting to see how the brand is rolled out and presented in the coming months.

Mark got the low-down on GM’s Chevy thinking from GM Europe vice president, sales, marketing and aftersales Jonathan Browning, in Dubrovnik (Croatia, on the Adriatic) recently. Nice place to do it I guess. Mark also got to drive a Kalos around, but it was raining cats and dogs apparently.

Bursa's analysis


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