Record-breaking 1st Year For GM do Brasil's Chevrolet Celta
FOR RELEASE: September 27, 2001Record-breaking 1st Year For GM do Brasil's Chevrolet Celta
The most successful product launch in company's history
São Paulo, Brazil - The first year of sales for GM do Brasil's Chevrolet Celta marks the most successful product launch in the company's 76-year history. A total of 81,628 Celta cars were sold during its first twelve months in the market, the highest first-year sales figure on record.
The highest monthly figure was achieved in August with 10,025 Celtas sold. Celta sales during the month of August represent 31.2% of all GM do Brasil retail sales. Almost 80% of the 10,025 Celtas sold last August, were purchased via celta.com.br.
When the Chevrolet Celta was launched in September of 2000, GM do Brasil prepared to break ground in many areas of the business. From the vehicle's design and co-development in conjunction with supplier partners who joined GM at the totally new Gravatai Automotive Complex, to the first high-volume Internet sales model to be implemented in the automotive world - every key element of the Celta's launch entailed aggressive innovation intended to reach unprecedented levels of customer satisfaction.
"The degree of innovation inherent in every major aspect of the Celta launch made it a risky endeavor.
We've been cautiously excited about the project...But after watching our behind-the-scenes work culminate in sales records, adrenaline levels are high and our team is now channeling all energies toward other ambitious projects," said Walter Wieland, president of GM do Brasil and vice-president of GM Latin America, Africa & Middle East.
The Celta's first-year sales numbers are slightly higher than those of the greatly successful Chevrolet Corsa which inaugurated the fastest-growing automotive segment in Brazil, the "subcompact" segment of 1.0L engine cars. The fact that the Chevrolet Celta was launched in a now larger and fiercer segment flooded with new competitive entries from around the world underscores its appeal.
Between January and August of 2001, GM do Brasil sold 150,329 subcompact vehicles, an increase of 48% over the same period in 2000.
GM do Brasil, established in 1925, is comprised of manufacturing complexes at São Caetano do Sul, São José dos Campos, Mogi das Cruzes and Gravataí; two parts distribution centers at Sorocaba and Mogi das Cruzes; a Proving Ground at Indaiatuba, administrative offices at several locations and Banco General Motors in São Paulo. The company markets vehicles under the Chevrolet and GMC brands.
