Chevrolet

Brief Introduction:

Type- Division of General Motors Industry- Automotive Founded- November 3, 1911 Founder(s)- Louis Chevrolet,William C. Durant Headquarters- Detroit, Michigan, U.S. Products- Automobiles

Parent Company- General Motor Company

President and CEO : Duane R. Paddock

Board of Director: 1)Stephen Girsky Director, Member of Finance & Risk Committee 2) Erroll Davis Jr. Union Pacific Corporation 3)Carol Stephenson General Motors Companydirectors

Product line

1 .Advanced Design Center 2 .Manufacturing and Assembly Plants  3. Advanced Technology Vehicles 4. Corporate Affairs

Chevrolet Target Market:

Chevy is the oldest highest sold vehicle in America which targets most of the middle class consumers.

It depicts itself as a family-oriented vehicle yet it claims to portray freewheeling spirit of America.

Calling itself an All American brand, it targets people from different parts of the country.

It has featured many aspects in its vehicles ranging from small muscular trucks to fuel-efficient SUVs.

Chevrolet Positioning:

Chevrolet has always aimed for the leadership position in USA.

It claims itself to be “America’s favorite American car". Good value, variety and heritage can be a good story.

It is the official vehicle of Major League Baseball which helps it gaining more American buyers.

Their ads talk like a person while clearly admitting that they are marketing.

Their ads carry a good sense of humor.

Chevrolet Positioning and Brand Personality:

Chevrolet has a good chance of leadership position among all companies working under GM for quiet a while.

Whenever the time to buy a new car rolls around, Chevy offers a wide spectrum of vehicle choices to suit all kind of lifestyle, whatever it may be.

Chevy’s brand personality is unique because of its power and long time working. Its engine has that power which makes it durable.

It is authentic because of its credible heritage in the country. It is a part of American history as well as industrial revolution.

It is talkable being America’s icon. In 1910’s,it was known have a powerful engine and now its talkability has shifted in classic revolutionary way.

“Chevy runs deep”

Chevy has worked under this tagline for quite a while in which it goes back to early 50’s when it was new in the market to present modern day where people are bringing their babies in Chevy.

“Find new roads.”

Chevy has now ditched the old tagline of

“Chevy runs deep” and moved on to “Find new roads” under which it

has revolutionized itself as a brand that is

thinking in new ways about its customers,

that is globally marquee, that is technologically

aggressive, and that is bringing all these

attributes to the table at the same time.

Buying behavior of customers

Chevrolet is popular among young buyers who wish to get their first vehicles in an affordable range.

Lavish sports car users also get their desired high performance rides in the form of sleek and powerful Corvette and Camaro.

People with families also opt for Chevy when it comes to their requirement for spacious SUVs.

Customers have always been appreciative of the affordable compact cars offered by Chevrolet.

Chevrolet has that aura in itself of high quality, high performance yet it never fails to hit the road in style.

Chevy’s 70% of sales are known to come from fleets like auto-rental, police department and car services while 30% are sold to individual buyers.

Chevrolet Logos and Colors depict:

The Chevrolet bowtie logo was introduced by company co-

founder William C. Durant in late 1913. The first bowtie logo

without embedded text first appeared in 1985, as part of the

Heartbeat of America ad campaign.[66] 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.

It depicts the luxury that people associate with Chevrolet car because of the style and golden color in it.

Chevy’s logo is iconic.

Louis Chevrolet came up with the bow-tie logo as a tribute to the Swiss flag.

This logo depicts the overall authenticity of the whole brand.

Chevrolet’s Website Facilities:

Chevy has a whole network of customer care where it maintains online chat, FAQs,email updates, sales enquiries with customers.

It also goes through a customer scoreboard where customers rate, review and comment about their vehicles.

It proposes the website visitors to become their authentic dealers.

They provide career opportunities and offer vacancies in their company.