GM Japan Changes Strategy to Promote Chevrolet Cars

08/28/96

Nikkei English News has reported that GM Japan Ltd. will adopt a number of new strategies to revive the Chevrolet brand in Japan. The company will introduce the new Chevrolet Corvette in Japan next April, shortening the time between its U.S. and Japanese debuts, and concentrate on promoting sport-utility vehicles like the Astro.

GM's new marketing strategy will emphasize the sporty features of Chevrolet automobiles. It's introduction of the 1997 Corvette will mark the company's first major overhaul of the car in 12 years, the company is considering cutting prices on its sport-utility vehicles, and its Chevrolet team will participate in the first U.S. auto race to be held in Japan this November.

Currently, Camaro Sports Coupes and sport-utility vehicles are sold by Yanase & Co. while Mitsui & Co. is importing and selling customized versions of Astro.

Paul Dever -- The Auto Channel