Chevrolet Expects to Up Sales with 10 New or Redesigned "Chic Chevys"

DETROIT December 18, 2003; John Porretto writing for the AP reported that General Motors Corp.'s Chevrolet brand is preparing to introduce 10 all-new or revamped vehicles over the next 20 months, which the automaker hopes will increase the sales to 3 million a year.

Chevrolet, which accounts for more than 50 percent of GM's annual volume, sold 2.6 million vehicles last year, down from 2.7 million in 2001. Its U.S. market share through November was 15.7 percent, up from 15.4 percent for the same period a year ago.

At a briefing Thursday, Chevrolet announced a new advertising campaign dubbed "An American Revolution" to support the launches. The campaign, which debuts Friday, includes television, print and outdoor advertising.

"All of these vehicles provide game-changing design, innovative features and tremendous commitment to quality and technology," said Chevrolet general manager Brent Dewar. "'An American Revolution' is about our confidence to produce imaginative, dependable products and compete with the best in the world."

The first of the new products is the all-new Malibu Maxx, which began production in December. That will be followed early next year by the Colorado pickup, Aveo entry-level car and SSR roadster. Later in the year Chevy will launch the Equinox compact sport utility vehicle, Uplander crossover sport van and sixth-generation Corvette.

A new premium small car, the Cobalt, will debut in the fourth quarter of 2004, followed in 2005 by a new Impala and the HHR, a blend of the SSR roadster and the 1949 Suburban.

The product offensive at Chevrolet is not unlike GM's aggressive retooling of its luxury Cadillac brand in the past couple of years, an estimated $4 billion endeavor for the world's largest automaker. Through November, Cadillac's sales were up 8.3 percent from the same period a year ago.