Chevrolet: Brand Profile

Chevrolet is the lead brand in the portfolio of global auto giant General Motors. Always a key component to the overall portfolio, it became the central brand in the restructured GM during 2009, contributing as much as 70% of total volumes by the year's end. Chevrolet holds a special place in American popular culture, arguably the best loved car marque in the country's history. As the company's 2003 marketing campaign proudly boasted "They don't write songs about Volvos". Instead GM managed to compile a list of around 200 songs which feature Chevys, most of them making some reference to the golden age of the 1950s, a period when the brand was at its peak, seeming to epitomize America's freewheeling spirit and the new rock 'n' roll era. Yet the global slump of 2008 and 2009 is likely to prompt significant changes in Chevrolet's future profile. In the latter year, international sales of the Chevrolet brand overtook domestic for the first time in history, although the vast majority of those sales were of models designed and produced by GM's Korean subsidiary GM Daewoo. 

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Chevrolet website

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