Antes |
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Escribe | División privada (1911-1917) (1917-presente) |
Industria | Automotor |
Fundado | 3 de noviembre de 1911 |
Fundador | Arthur Chevrolet Louis Chevrolet William C. Durant |
Destino | Se fusionó con General Motors en 1917 |
Sede | , nosotros |
Área de servicio | En todo el mundo |
Gente clave | Alan Batey, vicepresidente senior [1] |
Productos | Automóviles Vehículos industriales Camiones |
Servicios |
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Padre | Motores generales |
Sitio web | www |
Chevrolet (/ˌʃɛvrəˈleɪ/ SHEV-rə-LAY), colloquially referred to as Chevy and formally the Chevrolet Division of General Motors Company, is an American automobile division of the American manufacturer General Motors (GM). Louis Chevrolet and ousted General Motors founder William C. Durant started the company on November 3, 1911[2] as the Chevrolet Motor Car Company. Durant used the Chevrolet Motor Car Company to acquire a controlling stake in General Motors with a reverse merger occurring on May 2, 1918, and propelled himself back to the GM presidency. After Durant's second ousting in 1919, Alfred Sloan, with his maxim "a car for every purse and purpose", would pick the Chevrolet brand to become the volume leader in the General Motors family, selling mainstream vehicles to compete with Henry Ford's Model T in 1919 and overtaking Ford as the best-selling car in the United States by 1929 with the Chevrolet International.[3]
Los vehículos de la marca Chevrolet se venden en la mayoría de los mercados automotrices en todo el mundo. En Oceanía , Chevrolet está representada por Holden Special Vehicles , que regresó a la región en 2018 después de una ausencia de 50 años con el lanzamiento de la camioneta Camaro y Silverado (HSV era propiedad parcial y anterior de la subsidiaria de GM, Holden , en la que GM se retiró en 2021). En 2005, Chevrolet se relanzó en Europa , principalmente vendiendo vehículos construidos por GM Daewoo. of South Korea with the tagline "Daewoo has grown up enough to become Chevrolet", a move rooted in General Motors' attempt to build a global brand around Chevrolet. With the reintroduction of Chevrolet to Europe, GM intended Chevrolet to be a mainstream value brand, while GM's traditional European standard-bearers, Opel of Germany and Vauxhall of the United Kingdom, would be moved upmarket.[4] However, GM reversed this move in late 2013, announcing that the brand would be withdrawn from Europe from 2016 onward, with the exception of the Camaro and Corvette.[5] Chevrolet vehicles were to continue to be marketed in the Estados de la CEI , incluida Rusia . Después de que General Motors adquiriera GM Daewoo por completo en 2011 para crear GM Corea , el último uso de la marca automotriz Daewoo se suspendió en su Corea del Sur natal y Chevrolet lo reemplazó.
In North America, Chevrolet produces and sells a wide range of vehicles, from subcompact automobiles to medium-duty commercial trucks. Due to the prominence and name recognition of Chevrolet as one of General Motors' global marques, 'Chevrolet', 'Chevy' or 'Chev' is used at times as a synonym for General Motors or its products, one example being the GM LS1 engine, commonly known by the name or a variant thereof of its progenitor, the Chevrolet small-block engine.
On November 3, 1911, Swiss race car driver and automotive engineer Louis Chevrolet co-founded the "Chevrolet Motor Company" in Detroit with his brother Arthur Chevrolet, William C. Durant and investment partners William Little (maker of the Little automobile), former Buick owner James H. Whiting,[6] Dr. Edwin R. Campbell (son-in-law of Durant) and in 1912 R. S. McLaughlin CEO of General Motors in Canada.
Durant was fired from his senior management position at General Motors in 1910, a company that he had founded in 1908. In 1904 he had taken over the Flint Wagon Works and Buick Motor Company of Flint, Michigan. He also incorporated the Mason and Little companies. As head of Buick, Durant had hired Louis Chevrolet to drive Buicks in promotional races.[7] Durant planned to use Chevrolet's reputation as a racer as the foundation for his new automobile company. The first factory location was in Flint, Michigan at the corner of Wilcox and Kearsley Street, now known as "Chevy Commons" at coordinates 43°00′31″N 83°42′36″W / 43.00863°N 83.70991°W / 43.00863; -83.70991 (Chevy Commons), along the Flint River, across the street from Kettering University.
One of the technical advancements Chevrolet benefited from was the implementation of an overhead valve engine from the very beginning, as the company was developed as a junior model to Buick, who had patented the overhead valve and cross-flow cylinder design as being more efficient than the conventional use of the flathead engine.
El trabajo de diseño real para el primer Chevy, el costoso Serie C Classic Six , fue elaborado por Etienne Planche, siguiendo las instrucciones de Louis. El primer prototipo C estuvo listo meses antes de que se incorporara Chevrolet. Sin embargo, la primera producción real no fue hasta el modelo de 1913. Entonces, en esencia, no hubo modelos de producción de 1911 o 1912, solo se fabricó y afinó un modelo de preproducción durante la primera parte de 1912. Luego, en el otoño de ese año, se presentó el nuevo modelo 1913 en el salón del automóvil de Nueva York .
Chevrolet first used the "bowtie emblem"[8] logo in 1914 on the H series models (Royal Mail and Baby Grand) and The L Series Model (Light Six). It may have been designed from wallpaper Durant once saw in a French hotel room.[9] More recent research by historian Ken Kaufmann presents a case that the logo is based on a logo of the "Coalettes" coal company.[10][11] An example of this logo as it appeared in an advertisement for Coalettes appeared in the Atlanta Constitution on November 12, 1911.[12] Others claim that the design was a stylized Swiss cross, in tribute to the homeland of Chevrolet's parents.[13] Over time, Chevrolet would use several different iterations of the bowtie logo at the same time, often using blue for passenger cars, gold for trucks, and an outline (often in red) for cars that had performance packages. Chevrolet eventually unified all vehicle models with the gold bowtie in 2004, for both brand cohesion as well as to differentiate itself from Ford (with its blue oval logo) and Dodge (who has often used red for its imaging), its two primary domestic rivals.[14]
Louis Chevrolet tenía diferencias con Durant sobre el diseño y en 1914 vendió a Durant su participación en la empresa. Para 1916, Chevrolet era lo suficientemente rentable con ventas exitosas de la Serie 490 más barata para permitirle a Durant recomprar una participación mayoritaria en General Motors . Después de que se cerró el trato en 1917, Durant se convirtió en presidente de General Motors y Chevrolet se fusionó con GM como una división separada. En 1919, las fábricas de Chevrolet estaban ubicadas en Flint, Michigan ; Las sucursales se ubicaron en Tarrytown, NY , Norwood, Ohio , St. Louis, Missouri , Oakland, California , Ft. Worth, Texas yOshawa, Ontario General Motors of Canada Limited. McLaughlin's were given GM Corporation stock for the proprietorship of their Company article September 23, 1933 Financial Post page 9.[15] In the 1918 model year, Chevrolet introduced the Series D, a V8-powered model in four-passenger roadster and five-passenger tourer models. Sales were poor and it was dropped in 1919.
Beginning also in 1919, GMC commercial grade trucks were rebranded as Chevrolet, and using the same chassis of Chevrolet passenger cars and building light-duty trucks, sharing an almost identical appearance with GMC products.
Until 1921, Chevrolet Corporate headquarters were located at 57th and Broadway in New York City until April when the office was relocated to the General Motors Building at Cadillac Place in Detroit.[16] In January of 1921 a General Motors management survey recommended that the Chevrolet Division be cancelled, but Alfred P. Sloan Jr. recommended that the division be saved and William S. Knudsen, a former Ford employee who oversaw production of the Model T,[16] was made Vice President of Operations and performance improved[16] In May of 1925 the Chevrolet Export Boxing plant at Bloomfield, New Jersey was repurposed from a previous owner where Knock-down kits for Chevrolet, Oakland, Oldsmobile, Buick and Cadillac passenger cars, and both Chevrolet and G. M. C. truck parts are crated and shipped by railroad to the docks at Weehawken, New Jersey for overseas GM assembly factories.[16]
Chevrolet continued into the 1920s, 1930s, and 1940s competing with Ford, and after the Chrysler Corporation formed Plymouth in 1928, Plymouth, Ford, and Chevrolet were known as the "Low-priced three".[17] In 1929 they introduced the famous "Stovebolt" overhead-valve inline six-cylinder engine, giving Chevrolet a marketing edge over Ford, which was still offering a lone flathead four ("A Six at the price of a Four"). In 1933 Chevrolet launched the Standard Six, which was advertised in the United States as the cheapest six-cylinder car on sale.[18] During the Great Depression the Chevrolet Master introduced a streamlined appearance, showing Art Deco influences and before and after the World War II era, the Chevrolet Deluxe and Chevrolet Fleetline found many buyers.
Chevrolet had a great influence on the American automobile market during the 1950s and 1960s. In 1953 it produced the Corvette, a two-seater sports car with a fiberglass body. In 1957 Chevy introduced its first fuel injected engine,[19] the Rochester Ramjet option on Corvette and Chevrolet Bel Air passenger cars, priced at $484 ($4,460 today).[20] In 1960 it introduced the Corvair, with a rear-mounted air-cooled engine. In 1963 one out of every ten cars sold in the United States was a Chevrolet.[21]
During the 1960s and early 1970s, the standard Chevrolet, particularly the deluxe Chevrolet Impala series, became one of the United States' best selling lines of automobiles in history. During that era, the mid-sized Chevrolet Chevelle which was used to introduce the Chevrolet Monte Carlo, and the economically priced Chevrolet Nova, which was the basis for the Chevrolet Camaro, all were commercially successful and included family sedans, practical station wagons, and sporty coupes and convertibles. As the popularity of small, fuel efficient imported vehicles began to find buyers in the US during the 1970s and 1980s, the Chevrolet Vega was introduced while the Chevrolet Chevette fue el resultado de una colaboración internacional. A mediados de la década de 1980, el Vega se había ido y el Chevette estaba a punto de ser descontinuado. Al carecer de una línea de autos pequeños competitivos, Chevrolet importó varios modelos japoneses y los renombró como Chevrolets. El Chevrolet Sprint de Suzuki y el Chevrolet Spectrum de Isuzu eran una mejor combinación para competir contra los populares Toyota Corolla y Honda Civic . El Chevrolet Citation fue el primer automóvil de tamaño compacto con tracción delantera de la división junto con el Chevrolet Cavalier , seguido por el Chevrolet Celebrity.. Chevrolet during the 1990s formed a partnership with Toyota and introduced the Geo Prizm while also offering the domestically produced Chevrolet Corsica. As mid-sized family sedans began to gain popularity, the Chevrolet Lumina found many buyers and as minivans began to find buyers, the Chevrolet Venture followed the popular selling Chevrolet Trailblazer and Chevrolet Traverse SUV's.
The basic Chevrolet small-block V8 design has remained in continuous production since its debut in 1955, longer than any other mass-produced engine in the world, although current versions share few if any parts interchangeable with the original. Descendants of the basic small-block OHV V8 design platform in production today have been much modified with advances such as aluminium block and heads, electronic engine management, and sequential port fuel injection. Depending on the vehicle type, Chevrolet V8s are built in displacements from 4.3 to 9.4 litres with outputs ranging from 111 horsepower (83 kW) to 994 horsepower (741 kW) as installed at the factory. The engine design has also been used over the years in GM products built and sold under the Pontiac, Oldsmobile, Buick, Hummer, Opel (Germany), and Holden (Australia) nameplates.
In 2000, Chevrolet brought back the iconic Impala, although unlike its predecessors, this car was a mid-sized front-wheel drive four door sedan. It was produced until 2020, and the last generation (2014-2020) was larger and classified as a full-size passenger car.
In 2005, General Motors re-launched the Chevrolet marque in Europe, using rebadged versions of the Daewoo cars produced by GM Korea.[22]
The Chevrolet division largely recovered from the economic downturn of 2007–2010 through launching new vehicles and improving existing lines. GM began developing more fuel efficient cars and trucks to compete with foreign automakers. In late 2010 General Motors began production of the plug-in hybrid Chevrolet Volt, sold as the Opel/Vauxhall Ampera in Europe,[23] which received multiple awards including the 2012 North American Car of the Year, European Car of the Year, and World Green Car of the Year. The Volt/Ampera family was the world's best selling plug-in electric car in 2012 with 31,400 units sold.[24] The Opel/Vauxhall Ampera was Europe's top selling plug-in electric car in 2012 with 5,268 units, representing a market share of 21.5% of the region's plug-in electric passenger car segment.[25][26] Combined global Volt/Ampera sales passed the 100,000 unit milestone in October 2015.[27] As of June 2016[update], the Volt family of vehicles ranks as the world's all-time top selling plug-in hybrid, and it is also the third-best-selling plug-in electric car ever, after the Nissan Leaf and the Tesla Model S.[28] Volt sales in the American market passed the 100,000 milestone in July 2016.[29]
In October 2016, GM began production of the Chevrolet Bolt EV, the first ever affordable mass market all-electric car with a range over 200 mi (320 km).[30][31][32] The Chevrolet Bolt won several awards including the 2017 Motor Trend Car of the Year award, the 2017 AutoGuide.com Reader's Choice Green Car of the Year, Green Car Reports Best Car To Buy 2017, Green Car Journal's 2017 Green Car of the Year, and was listed in Time magazine's Best 25 Inventions of the Year of 2016.[33]
On February 14, 2021, Chevrolet unveiled the 2022 Bolt EUV and redesigned Bolt EV. [34] [35]
Rank in GM | Location | Vehicle sales | Market share (%) |
---|---|---|---|
1 | United States | 1,175,812 | 36.9% |
2 | Brazil | 632,201 | 13.3% |
3 | China | 595,068 | 12.5% |
4 | Russia | 173,485 | 3.6% |
5 | Mexico | 162,461 | 3.4% |
6 | Canada | 150,540 | 3.2% |
7 | Argentina | 133,491 | 2.8% |
8 | Uzbekistan | 121,584 | 2.6% |
9 | India | 111,056 | 2.3% |
10 | Colombia | 105,783 | 2.2% |
As of 2010[update] Chevrolet had operations in over 140 countries, and global sales in 2011 set a record with 4.76 million vehicles sold worldwide.[36]
Mexico has a mix of Chevrolet models from different GM brands and platforms branded as Chevrolet. The models come from Chevrolet USA, GM Korea, Mexico and other origins. Examples of Opel-sourced vehicles are Vectra, Astra, Corsa, Meriva, Zafira and Captiva (Opel Antara). Mexico also has some cars of its own, such as the Chevy C2, which is a reworked older-generation Corsa B. Vehicles based on US platforms are the Avalanche, the Suburban, the Equinox, the Tahoe, the Cheyenne (which is similar to the Silverado), the Aveo, the HHR, the Traverse, the Malibu, the Camaro and the Corvette. The Chevrolet Optra, assembled in South Korea by GM Korea, was also sold in Mexico. The European Epica was sold as a business-only vehicle. GM also manufactures Chevrolet vehicles such as the Suburban y Avalanche en México para exportar a otros mercados, principalmente Estados Unidos y Canadá; esos vehículos ya no se ensamblan en México.
En 2009, China se convirtió en el tercer mercado más grande de Chevrolet, con ventas de 332,774 vehículos, solo detrás de Estados Unidos y Brasil (1,344,629 y 595,500 vehículos respectivamente). [37] En 2010, Chevy vendió poco más de medio millón, siendo el Cruze su éxito de ventas allí. [38]
En 2018 se vendieron un total de 673,376 Chevrolets de fabricación local en China (frente a un récord de 767,001 en 2014). En 2018, Chevrolet tenía solo el 2,90% de participación en el mercado chino (frente a una participación de mercado récord de 5,33% en 2012). [39]
The best-selling Chevrolet models in China by 2019 were the Cavalier (~ 10 000 units per month). Malibu (~ 3500 units per month), Equinox (~ 2000 units per month), Cruze - at one time the best selling model (~ 1500 units per month), Sail (~ 1200 units per month), new Orlando (~ 1000 units per month), Malibu XL (~ 800 units per month), Trax (~ 100 units per month), Lova RV (~ 100 units per month), representing just 9 of the staggering total of 628 (sic) models of passenger cars being produced in China by February 2019.[40]
Lanzada por las operaciones de GM en India, Chevrolet se encuentra entre las marcas de automóviles más recientes. Hasta 2003, GM India, originalmente una empresa conjunta con Hindustan Motors , vendió el Opel Corsa , el Opel Astra y el Opel Vectra . Chevrolet comenzó a operar oficialmente en India el 6 de junio de 2003. El Corsa y el Astra se construyeron en una planta en Halol , Gujarat.
Chevrolet sold the Chevrolet Cruze, Chevrolet Spark, Chevrolet Optra, Chevrolet Aveo, Chevrolet Tavera, Chevrolet Captiva, Chevrolet SRV, Chevrolet Beat, Chevrolet Sail and Chevrolet Aveo U-VA. The Chevrolet Forester, a rebadged Subaru, was imported directly from Fuji Heavy Industries in Japan until 2005. The Cruze and Tavera were built at the Halol plant. Chevrolet also was the sole engine supplier for the Formula Rolon single-seater series in India. In 2017, GM ceased the production and sale of Chevrolet cars in India, but it continues to run service centers.
In 1999, Opel was rebranded to Chevrolet as a coincidence of Chevy's entry to Indonesia.
Chevrolet stopped selling cars and ceased production in Indonesia by the end of March 2020.[41]
From 1995 to 2000 Toyota in an agreement with GM sold the third-generation model Chevrolet Cavalier as the Toyota Cavalier in Japan in exchange for the Geo/Chevrolet Prism in an effort to avoid additional restrictions on their exports to the US. The OHV Chevrolet straight-6 engine was used and reverse-engineered by Toyota when they created the Toyota Type A engine when GM had a factory manufacturing GM cars in Japan at Osaka Assembly during the 1920s. In the mid-2000s, Suzuki imported and marketed the Chevrolet TrailBlazer and the Chevrolet Optravagón en Japón. Suzuki, un socio de GM, también ensambló y comercializó el microvan Chevrolet MW. El MW fue originalmente un Suzuki Wagon R + rebautizado y más tarde un Suzuki Solio rebautizado. Suzuki también había comercializado el subcompacto Chevrolet Cruze en el pasado.
General Motors Japan Limited currently distributes and markets the Sonic, Captiva, Camaro, and Corvette in limited numbers through an agreement with Yanase Co., Ltd. dealerships. In the 2000s, General Motors Asia Pacific (Japan) had distributed and marketed the TrailBlazer also. As of 2010[update], Mitsui Bussan Automotive distributes and markets the Chevrolet Tahoe, Chevrolet Express, Chevrolet HHR, Silverado, and Traverse.
Previously, it had also marketed the Starcraft versions of the G-Van and Chevrolet TrailBlazer. Mitsui Bussan Automotive had been importing and distributing certain GM models since 1992, but will cease their GM import business in November 2011, as GM Japan wants to consolidate the distribution channels. The Chevrolet models that have been imported by Mitsui will no longer be sold once existing inventories are depleted. Thus there were three distinct distribution channels for Chevrolet-branded vehicles at one time in Japan.
Chevrolet entered the Malaysian market in 2003, replacing Opel. Between 2003 and 2009, a joint-venture between GM and DRB-HICOM called Hicomobil, marketed the Chevrolet Aveo, Chevrolet Optra, Chevrolet Nabira and Chevrolet Lumina.[42] The joint venture was ended and Naza was taking over Chevrolet's dealership as Naza Quest Sdn Bhd in 2010. The lineup of Chevrolet cars available were Chevrolet Sonic, Chevrolet Cruze, Chevrolet Malibu, Chevrolet Captiva, Chevrolet Orlando and Chevrolet Colorado.
En 2018, Naza Quest Sdn Bhd dejó de distribuir vehículos Chevrolet nuevos en Malasia, pero continúa brindando soporte de garantía y servicio posventa para los clientes actuales de Chevrolet. [43]
In the Middle East, Chevrolet-badged cars, trucks, SUVs, and crossovers are sourced from GM Korea (in South Korea), GM in North America, and GM Holden (in Australia). The Middle Eastern market has a separate division called Chevrolet Special Vehicles, which (as of December 2007) sources the high-performance 400 bhp (300 kW) CR8 sedan from Holden Special Vehicles. The Holden Commodore is badged as the Chevrolet Lumina in the Middle East, as well as South Africa. The longer wheelbase Holden Caprice was sold as the Chevrolet Capriceen Oriente Medio. La flota de Medio Oriente (particularmente Arabia Saudita) también incluye a Cruze, Malibu y Sonic en la categoría Sedan, Captiva en la categoría SUV, Tahoe y Traverse en la categoría Wagon y Avalanche y Silverado en la categoría Camioneta. [44]
En Pakistán, Chevrolet presentó sus automóviles en colaboración con un fabricante de automóviles local llamado Nexus Automotive . La alineación de Chevrolet Pakistan incluyó Chevrolet Optra , Chevrolet Spark , Chevrolet Joy , Chevrolet Aveo , Chevrolet Cruze y Chevrolet Colorado .
Chevrolet has been in the Philippines for a long time, assembling the Chevrolet Bel-Air, Chevrolet Impala, Chevrolet Malibu and even the 1st generation Chevrolet Camaro by the Yutivo family-owned General Motors plant.[45] Other than Chevrolets, the plant also assembled Opels, Pontiacs, Holdens, Buicks, and Vauxhalls for the Filipino market.
GM withdrew from the Philippines in 1985 and returned in 2000. During Chevrolet's absence in the market, many cars like the Chevrolet Suburban and the Chevrolet Astro have been imported new in the country via grey-market and sold to retailers.
Chevrolet's current Philippine operations are under the control of The Covenant Car Company Inc.[46] The company was officially incorporated on July 1, 2009 and assumed business operations on October 1, 2009.[47]
There are at least 24 dealerships around the country as of 2020. Its current lineup include the Chevrolet Spark, Chevrolet Sail, Chevrolet Cruze, Chevrolet Malibu, Chevrolet Colorado, Chevrolet Trax, Chevrolet Trailblazer, Chevrolet Suburban, and the Chevrolet Tahoe.
In 2018, the Corvette was added to the roster, making it the most expensive vehicle in the lineup. It is legally imported, as the government has seized and destroyed expensive vehicles that were bought into the country illegally.[48]
In 2019, the Camaro returned to the Philippines with a 2.0-liter turbo engine at 275 hp and 398Nm to compete with the Ford Mustang[49] ever since it was introduced in 2010.[50]
Many global-market Chevrolet vehicles are designed and manufactured by GM Korea of South Korea, but they had been sold under the Daewoo Motors brand in South Korea until February 2011. The Daewoo brand was fully replaced by Chevrolet in March 2011. All Daewoo products relaunched under the Chevrolet brand, with the release of the Chevrolet Camaro, Chevrolet Orlando and Chevrolet Aveo. In 2015, the Impala was added to the lineup as Chevrolet began importing the American-built sedan to South Korea for the first time.[51] In 2018, Gunsan plant was shut down on May 31 and VIDAMCO plant in Hanoi, Vietnam was sold by Vinfast in June.[citation needed] Chevrolet Cruze and Chevrolet Orlando was discontinued on May 31. Also Chevrolet Captiva discontinued in July 2018. Their best-selling vehicle is Chevrolet Spark and Chevrolet Malibu.[citation needed]
The American-built Chevrolet Colorado pickup is also manufactured in Rayong, Thailand. Starting in 2003, the Holden Commodore was badged as the Chevrolet Lumina in Thailand for the VY and VZ model series. Exports lasted until 2005.[52]
General Motors is currently exploring cost-cutting options as part of its restructuring plan. One of these options involves expanding the Rayong, Thailand plant to add additional capacity to export Colorados to the U.S. This would allow the Shreveport, Louisiana plant to be closed (where the Colorado is also produced). This scenario is plausible only if a free-trade agreement is signed between the U.S. and Thailand, as the American tariff on imported pickup trucks from non-FTA countries is currently 25%. The United Auto Workers is the most vocal opponent to a change in the tariff structure.
Además de las camionetas pickup Colorado, General Motors comenzó a ensamblar el vehículo utilitario deportivo Chevrolet Captiva en su planta de Rayong durante junio de 2007. El Captiva ensamblado en Tailandia se basa en la plataforma THETA con el código de programa C100. También se producen en la planta de Rayong de General Motors el Chevrolet Aveo (lanzado en septiembre de 2009 bajo la plataforma T100) y el Chevrolet Cruze (lanzado en noviembre de 2010 bajo la plataforma GLOBAL DELTA). [53]
Chevrolet dejó de vender sus vehículos en Tailandia en 2020 y vendió la planta de Rayong a Great Wall. [54] Las ventas, reparaciones y garantías del mercado de accesorios se realizarán para sus clientes tailandeses a través de tiendas autorizadas. [54]
Producción, venta al por menor y registro de la marca Chevrolet en Tailandia durante 2011 (unidades) [55]
Model | Production | Retail sales | Registration |
---|---|---|---|
Aveo | 10,918 | 8,344 | 6,536 |
Captiva | 7,912 | 6,095 | 6,071 |
Colorado | 13,014 | 8,768 | 9,184 |
Cruze | 13,554 | 8,296 | 6,129 |
General Motors Uzbekistan, or GM Uzbekistan, became the new name of Uz-Daewoo Auto in March 2008 as part of a new joint venture owned by Uzavtosanoat JSC (75%) and General Motors Corporation (25%) with a factory in Asaka producing a variety of Chevrolet models.[56] Currently, in Uzbekistan producing models, such as, Damas (N150), Matiz (M150), Nexia (N150), Spark (M300), Epica, Malibu and Captiva (SUV).
Even though the Australian market of today mainly consists of Australia's own automotive companies alongside European and Asian automobile brands, Australia once had its fair share of American cars as well.
Bodies for the local assembly of Chevrolets were built in Australia as early as 1918[57]: 11 and by 1926 the newly created General Motors (Australia) Pty Ltd had established assembly plants in five Australian states to produce Chevrolet and other GM vehicles using bodies supplied by Holden Motor Body Builders.[58]The merger of General Motors (Australia) Pty Ltd with the troubled Holden Motor Body Builders in 1931 saw the creation of General Motors-Holden[59] and the ongoing production of various GM products including Chevrolet. GMH departed from traditional US body styles with the release of the Chevrolet Coupe Utility in 1934[57]: 4 y el Chevrolet "Sloper" Coupe en 1935. [57] : 5 La producción de posguerra se reanudó en 1946. [60] A partir de 1949, los Chevrolets australianos se ensamblarían localmente a partir de componentes importados de Chevrolet en Canadá, aunque la producción local de la carrocería Coupe Utility continuó hasta 1952. [61] 1968 fue el último año completo de ensamblaje de Chevrolet en Australia. [62]
Classic Chevrolet models such as Bel Air, Biscayne, Impala etc., are still found in many states around Australia. From the early 1970s to the early 1980s the Chevrolet name was also used on various light commercials in Australia. These ranged from the LUV (a rebadged Isuzu KB) to the third-generation C-series trucks. From 1998 to 2001 the Chevrolet Suburban was sold in Australia as the Holden Suburban, which is expected to return under the Chevrolet badge with the twelfth generation models.
Chevrolet and Holden share a number of models and model names including Malibu, Caprice, Colorado, Volt, Spark/Barina Spark, Sonic/Barina, Cruze, Equinox, and VF Commodore/Chevrolet SS. The Holden VF Commodore was exported from Australia to the United States as the Chevrolet SS until Holden ended production in May 2017 during its transition to a distribution platform of vehicles that are sourced from GM's American and international plants that is expected to badge as Holden vehicles.[63]
En 2018, la marca Chevrolet regresó a Australia y Nueva Zelanda con el lanzamiento del Camaro 2SS Coupé y la Silverado 2500HD / 3500HD. Estos vehículos conservaron la insignia y la placa de identificación de Chevrolet y se convirtieron a RHD en Australia. Además del relanzamiento, Holden Special Vehicles agregó el Camaro y Silverado a su línea de desempeño. [64]
With the Holden brand retired in 2021, GM will continue to export RHD Chevrolet models to the region under the “General Motors Specialty Vehicle” network, which would expand more American models in that region.[65] Chevrolet is also looking at making the Camaro part of the V8 Supercar Series in 2022, where it would succeed the Holden ZB Commodore after its contracts with both Holden and the teams involved with the series expire in 2021.[66]
In Australia and New Zealand Chevrolets are often called Chevs as well as Chevys.
External audio | |
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1974 Braaivleis, rugby, sunny skies and Chevrolet advert at the Springbok Radio preservation society. |
In South Africa, Chevrolet was GM's main brand name until 1982, with a number of Vauxhall Motors and Holden derivatives being built under the Chevy name from 1965. In the 1970s, the advertising jingle "braaivleis, rugby, sunny skies and Chevrolet"[67] (adapted from the US "Baseball, Hot Dogs, Apple Pies and Chevrolet") came to epitomise the ideal lifestyle of white male South Africans. Holden in Australia used the jingle "Football, Meat Pies, Kangaroos and Holden cars". Originally, Chevrolets were CKD kits of US models assembled in their plant in Port Elizabeth. However, since South Africa was right-hand drive and the US was left-hand drive, along with encouragement by the South African government to use local content, Chevrolets such as the Biscayne were eventually made entirely in South Africa, along with GM's "own car for South Africa": the Ranger.
En la década de 1970, los Chevrolets sudafricanos más grandes se basaban en los modelos australianos de General Motors-Holden , el Kommando se basaba en el Holden Kingswood [68] y el Constantia en el Statesman , [69] mientras que el Firenza más pequeño se basaba en el Vauxhall. Viva . El Chevrolet Nomad vendido en Sudáfrica era completamente diferente del Nomad vendido en Estados Unidos; mientras que el American Nomad se concibió originalmente como una camionetaversión del Corvette y eventualmente se convirtió en la versión camioneta del Bel Air, el South African Nomad era un SUV de proporciones de camión antes de que los SUV fueran populares. Debido a las leyes de contenido local, los automóviles generalmente tenían motores diferentes a los de sus mercados nacionales.
However, these were replaced by Opel models like the Rekord, Commodore, and Senator, and in 1982 the Chevrolet brand name was dropped in favour of Opel. Because of the political climate at the time, GM decided to divest from South Africa in 1986, and a local group eventually bought out GM's South African operations (including the Port Elizabeth plant) and renamed the company Delta Motor Corporation, which concentrated on Opels, Isuzus, and Suzukis, built under licence.
Sin embargo, gracias a un clima político mejorado en la década de 1990, GM decidió volver a entrar en Sudáfrica, y finalmente compró la totalidad de Delta. En 2001, el nombre de Chevrolet hizo una reaparición, utilizado en el Lumina , un Holden Commodore rebautizado , y más tarde, en la gama de coches Daewoo. Los Chevrolets actuales (2013) incluyen Spark Lite (un Daewoo Matiz rebautizado ), Spark (un Matiz de tercera generación basado en el Chevrolet Beat 2007), Aveo Sedan y Hatch, Sonic Sedan y Hatch (la segunda generación de Aveo ), Cruze Sedan y Hatch (respaldado por la plataforma GM Delta II de tracción delantera), el Lumina Sedan (incluido el Ute model), the Chevrolet Orlando (a five-door, seven-seat compact MPV manufactured by GM Korea under the Chevrolet division for worldwide markets), the Chevrolet Captiva a mid-size sport utility vehicle (SUV) developed by GM Daewoo (now GM Korea) the South Korean subsidiary of General Motors (GM) and sold under the Chevrolet brand, the Chevrolet TrailBlazer (a mid-size sport utility vehicle produced by the Chevrolet division of American automaker General Motors and based on a pickup truck chassis in this case the 2012 Chevrolet Colorado), and a pick-up version which was previously based on the Opel Corsaconocido como el Corsa Ute; pero el modelo actual, que en colaboración con GM Brasil que lo desarrolló, es el Chevrolet Utility que se basa en la plataforma Chevrolet Agila (un vehículo desarrollado en Brasil y construido en Argentina).
En 2017, GM se retiró de Sudáfrica, y su división de camiones y su planta cambiaron de manos a Isuzu y, al mismo tiempo, puso fin a todas las ventas y a la red de concesionarios de la marca Chevrolet. GM trabajó tanto con Isuzu como con PSA (los nuevos propietarios de Opel, a los que GM escindió la división) para garantizar que los clientes existentes reciban repuestos y soporte técnico durante y después de que la empresa salga del país. [70] [71]
Until 2005, Chevrolet Europe sold a few models, mostly United States domestic market (USDM) models modified to suit European regulations. Among them were the Chevrolet Alero (which was a rebadged Oldsmobile Alero) and the Chevrolet Trans Sport (which was a Chevrolet Venture with the front end of the Pontiac Trans Sport). Among other models sold were the Camaro, the Corsica/Beretta, the Corvette, the Blazer, and the TrailBlazer. North American–built Chevrolet Impala V8 sedans have also been available in Europe in recent years, marketed as both large family sedans and more economically priced alternatives as high-performance executive cars.
From 2005 all models from GM Daewoo were rebranded as Chevrolet in Europe. In the rest of the world, most Daewoo models have worn the Chevrolet badge since 2003. Exceptions include the use of the Suzuki badge in the United States and Canada, the Pontiac badge in Canada, the Holden badge in Australia and New Zealand, and the Buick badge in China.
During the mid-2000s, the Corvette and Cadillac range were marketed in Europe through a separate distribution channel operated by Netherlands-based Kroymans Corporation Group[72] but following its bankruptcy in 2010,[73] General Motors established a new Swiss based subsidiary to relaunch Chevrolet in Europe and add the Corvette, Camaro and Malibu models to the European range.[74]
From the beginning of 2016, General Motors reduced its presence in Europe only to its iconic models, such as the Corvette, in order to strengthen its Opel and Vauxhall brands. Although announcing that they will maintain a broad presence in Russia and the Commonwealth of Independent States,[75] General Motors later reduced their line-up to the iconic models in Russia, and more, the Opel division also exited the Russian market in 2015, while also abandoning production at their Saint Petersburg plant.[76] As of March 2016, only the US-built Corvette Stingray and Tahoe,[77] as well as the Russian-built Niva,[78] were being offered on the Russian market.
Chevrolet sales in Western and Central Europe[nb 1] ranged around 200,000 units per year since 2005, peaking at 216,160 units in 2007, while the market share achieved its highest of 1.28 percent in 2012.[81] In Russia, sales grew constantly over the same period, from 67,000 units in 2005 to 205,040 units in 2012,[82] Chevrolet holding a market share of 6.84 percent and being the top import car brand.[83] In 2012, the top markets for Chevrolet in Europe, by the number of registrations, were Italy (31,150), Germany (29,694), France (24,613), Turkey (18,492) and Spain (15,165).[81] The best selling model during the same year was the Aveo (54,800), followed by the Spark(47,600) y el Cruze (40,500). [81]
During World War II in Poland, the Home Army of the Polish resistance movement built an improvised armoured car – Kubuś which was based on the chassis of a civilian Chevrolet 157 truck, license-built in pre-war Poland by the Lilpop, Rau i Loewenstein company. The car was used against the German army in Warsaw during the Warsaw Uprising in 1944.[84] The damaged Kubuś survived the war and in 1945 was towed to the Polish Army Museum where it is currently on exhibition. A full-scale operational replica was created in 2004 by Juliusz Siudziński and is, as of 2009, on exhibition at the Warsaw Uprising Museum.
Between the autumn of 2007 and the beginning of 2011, the Chevrolet Aveo was produced at the FSO plant in Warsaw, in collaboration with the Ukrainian company UkrAVTO, in both hatchback and sedan body styles.[85] Between 2005 and 2014 GM sold some 60,000 cars under Chevrolet brand that represented 0.5–1% market share compere to Opel's 7% market share each year.[86]
GM-AvtoVAZ fue una empresa conjunta entre GM y la empresa rusa AvtoVAZ establecida en 2001, que produjo el Chevrolet Niva , un SUV especialmente diseñado para el mercado y las condiciones rusas. La empresa terminó en diciembre de 2019, después de que AvtoVAZ adquiriera toda la participación de General Motors en ella. [87]
General Motors also operated the GM Avto factory, located in Saint Petersburg and opened in 2008.[88] It was upgraded in 2012 and has produced the Opel Antara and Chevrolet Captiva SUVs, the Chevrolet Cruze from late 2009,[89] and the TrailBlazer from semi-knocked down kits.[90] It ceased production in July 2015,[91] before Chevrolet's exit from the Russian market at the end of the year.
In collaboration with the Russian company GAZ, the second generation Chevrolet Aveo was produced at the plant in Nizhny Novgorod for the Russian market, starting from the beginning of 2013,[92] until 2015.[93]
Chevrolet vehicles were also produced at the Avtotor plant, located in Kaliningrad. The models produced here were the Lacetti, Aveo, Epica, Captiva, Orlando and Tahoe.[94]
Currently (as of December 2017), the Chevrolet Tahoe, Chevrolet Camaro, Chevrolet Corvette, and Chevrolet Niva are officially available for sale in Russia.
Historically, many Latin American-market vehicles from GM were modified derivatives of older models from GM's North American and European operations. The current S-10 and Blazer exemplify this strategy. However, more modern vehicles are now being marketed as market conditions change and competition increases. Besides those older models made in Mexico, Ecuador, Colombia, and Mercosur countries, Korean-sourced cars from former Daewoo factories in some markets also get Korean- and U.S.-made Chevrolets on top of their local line-ups.
In 1924, General Motors de Argentina, the local GM subsidiary, started importing Chevrolet Double Phaeton models which were welcomed with great demand. In 1925, in order to reduce costs in the Argentine market, General Motors decided to manufacture in Argentina and started producing a sedan, a roadster, a truck chassis and the Chevrolet Double Phaeton, now called "Especial Argentino", a model exclusively designed for the Argentinean market. Sales increased and soon the Oldsmobile, Oakland and Pontiac units were incorporated to the assembly line.
Cuando estalló la Segunda Guerra Mundial , las operaciones fueron complicadas. En 1941 se fabricó el Chevrolet número 250.000, pero la escasez de productos hizo imposible la producción de automóviles. El último Chevrolet salió de la planta en agosto de 1942. Para evitar la paralización total, la empresa fabricó refrigeradores eléctricos y portátiles y accesorios para automóviles, entre otros artículos. Después de la guerra, GM comenzó a producir las líneas Oldsmobile y Pontiac y luego se agregó Chevrolet.
In 1959, manufacturing plants are enlarged and set up to produce cars, pick-ups and trucks. On January 25, 1960, the first Argentinean Chevrolet pick-up was introduced. The following year the national government approves the investment plan for 45 million dollars which included a plant of 12,000 m2. On March 12, 1962, the first Chevrolet 400 was made based on the North American Chevy II. The original plan considered a national integration of 50% during the first year of production; this amount had to be 90% in 1964 with a production of 15,000 units. By 1969, the Chevy line, derived from the American Chevy Nova, was presented.
A mediados de los años setenta, la participación de mercado de General Motors se redujo drásticamente del 9% en 1976 al 2% en 1978. Las pérdidas superaron los $ 30 millones y la empresa matriz en Estados Unidos decidió detener las actividades productivas en Argentina.
La marca Chevrolet reapareció en 1985 para la producción del pick-up en sus versiones C-20 y D-20 . En 1995, se materializó un plan de fabricación destinado a la exportación especialmente a Brasil y otros países del Mercosur con la construcción de una nueva planta cerca de Rosario, Santa Fe , para la producción del Chevrolet Corsa de Opel y el Chevrolet Grand de Suzuki. Vitara 4x4. [95]
Para 2010, la gama se basó en una variedad de automóviles de GM Corea , junto con el Chevrolet Prisma brasileño . [96]
En Brasil, el Chevrolet Opala se basó en el Opel Rekord alemán y el Chevrolet Nova estadounidense de fines de la década de 1960, y continuó en producción hasta principios de la década de 1990, cuando fue reemplazado por una versión del Opel Omega.. In the basic version had 151 four-cylinder engine with 82 hp and 143.2 lb-ft. The top of the line version was called Opala SS and used the GM engine 250-S inline six-cylinder and possessed solid lifters with 171 hp and 278.5 lb-ft, which led to the record-breaking South American speed road cars in 1976, with 118.36 mph (190.47 km/h), beating the Puma GTB (which also used the GM 250 engine inline six-cylinder, but without solid lifters) and the Brazilian version of the Dodge Charger R / T 318 and Ford Maverick V8 302 quadrijet. Other smaller Chevrolets in Brazil, such as the Kadett and Monza, were based on the Opel Kadett and Ascona respectively.
La línea de productos de Chevrolet en Brasil comprendía algunos diseños exclusivos como el Celta basado en Corsa "B" , que se vendió en Argentina con la marca Suzuki, el Astra , y un Vectra de diseño brasileño basado en el Opel Astra H. La gama de automóviles de pasajeros Actualmente incluye el Cruze, el Captiva, el hatchback Agile, Chevrolet Onix . El último producto de cosecha propia es el Chevrolet Prisma MKII, lanzado en 2013.
La gama de vehículos utilitarios y de tracción en las cuatro ruedas incluye el S-10, el Blazer y el Montana . La Montana es una camioneta pickup compacta, basada en la Agile, que también se vende en otros mercados latinoamericanos. Desde la década de 1960 hasta mediados de la de 1980, también hubo una gran camioneta, derivada de la camioneta C10 (algo similar a la Suburban ), llamada Veraneio .
Chile has a mix of Chevrolet models from different GM brands and platforms branded as Chevrolet. The models come from Chevrolet USA, GM Korea, Mexico, India and other origins. Chevrolet production in Chile began in 1962, although at first through local partners (in this case, Avayu with the Nova II). The Chevrolet C/K truck was manufactured in Chile between 1975-88.
Chevrolet has been operating in Ecuador for 80 years. GM Ecuador sells US Chevrolets alongside GM Korea sourced models. It also sells the 1983 Suzuki Supercarry under the Chevrolet name, and the Isuzu Rodeo was sold as the Chevrolet Rodeo throughout the 1990s.
In Venezuela, Chevrolet has been operating since 1948, when truck production began in Caracas. In 1979 production moved to a plant in Valencia that was purchased from Chrysler. Chevrolet assembled more than 1,500,000 vehicles in its first 50 years in Venezuela.
The Colombian Automotive Factory SA (Colmotores) was founded in 1956 and initially produced vehicles in Austin; in the '60s, Simca and Dodge automobiles (its first car manufactured was a Coronet 440); and then, in 1980, began producing Chevrolet cars. Currently, Colmotores has more than 75% of the domestic market, with models from GM Korea and Suzuki. Particularly worthy of mention is the Aveo, Optra and the Spark.
Since the early 1920s, Chevrolet cars and trucks were marketed in this country. The Master Deluxe Sedan of the late 1930s was considered to be a pinnacle of luxury. All cars sold through the local dealer, Neal and Massey (also franchisee for Vauxhall and Buick), were right-hand-drive, and imported from Canada and Australia. Throughout the 1940s and 1950s, GM maintained a market presence with the Bel Air, Impala and Fleetline. During the late 1960s and early 1970s, Australian Holden DeVilles badged as Chevrolet Caprices were sold, though a few "Islander" limited edition American Chevrolet Caprices were imported. Neal and Massey gave up the GM franchise in 1974 and the brand left the market.
Durante el período 1998-2001, Southern Sales Ltd. importó Chevy Monza y Joy. Basados en la plataforma Opel Corsa y ensamblados en México, estos eran los autos nuevos más baratos disponibles. La mala calidad de construcción, el servicio del concesionario poco profesional y un suministro limitado de repuestos hicieron que estos autos salieran del mercado con solo unas pocas unidades vendidas.
En 2003, el concesionario local de Renault comercializó el sedán y el hatchback Aveo, así como el sedán Optra (un Suzuki Forenza rebautizado), con un éxito limitado.
A more intensive marketing campaign by a subsequent Chevrolet dealer, Lifestyle Motors, met with moderately more success. The models available were the Chevrolet Colorado (Isuzu D-Max twin), Spark (micro-car based on the Daewoo Matiz), Aveo sedan and hatchback, Optra sedan, hatchback and wagon, the Captiva SUV, and the Epica large saloon. In March 2011, the Cruze was added to the lineup and features a 1.8 litre gasoline engine. It bridged the gap between Optra and Epica models. Once the Optra was phased out, a 1.6 litre Cruze was made available.
Chevrolet participa en una variedad de autos en eventos deportivos en todo el mundo y es particularmente conocido en NASCAR , IndyCar y el Campeonato Mundial de Turismos de la FIA .
Los equipos principales incluyen a Hendrick Motorsports , Richard Childress Racing y Chip Ganassi Racing , quienes conducen autos Chevrolet Camaro ZL1 1LE con temática. Hendrick tiene doce campeonatos, Childress tiene seis campeonatos y ahora Ford Stewart-Haas Racing tiene dos. Chevrolet es el fabricante más exitoso en participar en NASCAR con treinta y nueve títulos de fabricante y la mayor cantidad de victorias registradas por un fabricante. Anteriormente, el Chevy Monte Carlo, el Impala y el SS se usaban tanto en la NASCAR Cup Series como en la NASCAR Xfinity Series .
Chevrolet teams in the NASCAR Cup Series currently use the Camaro ZL1 1LE, while Xfinity teams run the Camaro SS and NASCAR Gander RV & Outdoors Truck Series organizations race with the Silverado.
Chevrolet claimed six consecutive Indianapolis 500 wins from 1986 to 1993 and five consecutive CART World Series wins from 1986 to 1992, with notable drivers such as Rick Mears, Al Unser Jr., Michael Andretti, Danny Sullivan, Arie Luyendyk, Emerson Fittipaldi, and Bobby Rahal.
Chevrolet replaced Oldsmobile as the General Motor brand at the IndyCar Series from 2002 to 2005. Hélio Castroneves won the Indianapolis 500 and Sam Hornish Jr. the championship, but the American brand had little success the next years.
Chevrolet returned to IndyCar in 2012. After several years of Honda being the only engine provider, Chevrolet rejoined the series in 2012. Major teams include Team Penske, KV Racing, Chip Ganassi Racing and CFH Racing who all use Chevy engines. Chevrolet won several races including the 2013 and 2015 Indianapolis 500, as well as three drivers championships.
El Corvette corre en la clase GT LeMans para el Tudor United SportsCar Championship, que fue, hasta 2014, la American Le Mans Series en la clase GT, cuando ALMS se fusionó con Grand-Am para formar Tudor United SportsCar Championship. Corvette Racing comenzó en 1999 en la carrera de 24 horas de Daytona y desde entonces ha ganado ocho campeonatos consecutivos de fabricantes y equipos de ALMS GT1 y siete títulos de pilotos de ALMS GT1. [97] El Corvette también participa en la carrera francesa de las 24 Horas de Le Mans . [98]
En 2005, cuando se relanzó la marca Chevrolet en Europa, Chevrolet participó en el WTCC con una versión del Lacetti , desarrollada por Ray Mallock Ltd (RML), con sede en Reino Unido . En 2009, el Cruze reemplazó al Lacetti [99] y ganó el campeonato de pilotos y fabricantes de 2010 a 2012.
Chevrolet participó en el Campeonato Británico de Turismos con el Cruze entre 2010 y 2011. [100]
En mayo de 2012, Chevrolet reemplazó a Audi como patrocinador automotriz oficial del equipo de fútbol inglés Manchester United . [101] Desde el comienzo de la temporada 2014-15, Chevrolet se convirtió en el patrocinador principal de camisetas del equipo. [102] El contrato tiene una duración de siete años, por un valor récord mundial de $ 560 millones de dólares . [103]
En julio de 2012, Chevrolet y el Liverpool FC de la Premier League inglesa anunciaron una asociación de cuatro años que convertiría a Chevrolet en el socio automotriz oficial del club. El acuerdo terminó dos años antes de tiempo, en 2014, luego de que GM retirara la marca Chevrolet de Europa. La subsidiaria de GM en el Reino Unido, Vauxhall Motors , reemplazó a Chevrolet como patrocinador automotriz del club.
El logotipo de la corbata de moño de Chevrolet fue introducido por el cofundador de la compañía, William C. Durant, a fines de 1913. Según una publicación oficial de la compañía titulada The Chevrolet Story of 1961, el logotipo se originó en la imaginación de Durant cuando, como viajero mundial en 1908, vio el patrón marchando hacia el infinito como un diseño en papel tapiz en un hotel francés. Arrancó un trozo de papel tapiz y lo guardó para mostrárselo a sus amigos, con la idea de que sería una buena placa de identificación para un automóvil. Sin embargo, en una entrevista con la viuda de Durant, Catherine, publicada en una edición de 1986 de Chevrolet Pro Management Magazine , Catherine recordó cómo ella y su esposo estaban de vacaciones en Hot Springs, Virginia., en 1912. Mientras leía un periódico en su habitación de hotel, Durant vio un diseño y exclamó: "Creo que este sería un muy buen emblema para el Chevrolet". Desafortunadamente, en ese momento, la Sra. Durant no aclaró cuál era el motivo ni cómo se usaba. Ken Kaufmann, historiador y editor de The Chevrolet Review , descubierto en una edición del 12 de noviembre de 1911 de la Constitución de Atlanta newspaper, an advertisement from the Southern Compressed Coal Company for "Coalettes", a refined fuel product for fires. The Coalettes logo, as published in the ad, had a slanted bowtie form, very similar to the shape that would soon become the Chevrolet icon. The date of the paper was just nine days after the incorporation of the Chevrolet Motor Co. One other explanation attributes the design to a stylized version of the cross of the Swiss flag. Louis Chevrolet was born in Switzerland at La Chaux-de-Fonds, Canton of Neuchâtel, to French parents, on Christmas Day 1878. An October 2, 1913, edition of The Washington Post seems, so far, to be the earliest known example of the symbol being used to advertise the brand.[104][105]
El primer logotipo de pajarita sin texto incrustado apareció por primera vez en 1985, como parte de la campaña publicitaria Heartbeat of America. [106] En 2004, Chevrolet comenzó a incorporar gradualmente la pajarita dorada que sirve como identidad de marca para todos sus automóviles y camionetas comercializados a nivel mundial, donde anteriormente el logotipo era azul para los automóviles de pasajeros y dorado para las camionetas. [107]
The Klavika Condensed font was designed by type design studio Process Type Foundry under the art direction of Aaron Carámbula for General Motors marketer FutureBrand as part of Chevrolet's 2006 redesign. After the expiry of the exclusivity period, the commercial version of the font (Klavika Condensed) was released to the public in the fall of 2008.[108] In the Young Creative Chevrolet corporate identity guidelines, Klavika is listed for use in all communication materials.[109] Klavika was phased out beginning in 2012 and replaced by Knockout (from Hoefler & Frere-Jones[110]) while the campaign was still ongoing. Currently, Goodby, Silverstein & Partners is utilizing the typeface families Louis , un grupo de góticos grotescos legibles y simplificados que llevan el nombre del cofundador Louis Chevrolet, y Durant , un grupo romano, igualmente simplificado y legible, que lleva el nombre del cofundador William Durant, en anuncios impresos, televisivos y en el sitio web de Chevrolet. [111]
As part of Chevrolet's 100th anniversary in 2011, a dedicated channel was created by the American internet based Pandora Radio station, playing the Top 100 songs mentioning the brand.[112] Beginning on November 3, 2011, Chevrolet celebrated the countdown to its 100th birthday by encouraging its customers and fans to tell their Chevy stories, vote for their favorite Chevrolet cars and trucks, and take the birthday party to their communities with the help of Chevrolet and its dealers.[113] A feature-length documentary titled 'Chevy100, An American Story', produced by Roger Sherman, was premiered on November 3 at Detroit Institute of Arts in downtown Detroit, features drivers, collectors, restorers, racers and journalists who live and breathe cars and trucks.[114] In honor of the 100th birthday of Chevrolet, Indianapolis Motor Speedway, Chevrolet and Indianapolis businessman David Ring have arranged to properly mark the grave of Arthur Chevrolet, brother of Chevrolet co-founder Louis Chevrolet.[115][116]
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Los esfuerzos de marketing anteriores promocionaban la eficiencia combinada con ahorros ("enorme poder adquisitivo", 1914; "Calidad a bajo costo", 1923, "Un seis por el precio de un cuatro", 1929), [117] intercalados con lo que podría describirse como mensajes "más elevados" (posicionando el automóvil -y Chevy por extensión- como "La conquista del tiempo por el hombre", 1923). [118] De las campañas de marketing de décadas más recientes, "Vea los EE. UU. En su Chevrolet" (utilizada en los años 50 y 60) fue una de las más duraderas. [119] En 1949, Chevy patrocinó "Inside USA" en CBS; Si bien este fue un espectáculo de corta duración, la melodía creada para él cobró nueva vida en 1951, cuando Chevy comenzó a patrocinar el espectáculo de Dinah Shore y Shore la cantó al final de cada espectáculo.
A selection of Chevrolet's more recent marketing campaigns includes the following:
El anuncio de Chevrolet que promueve la confiabilidad ha sido retirado luego de una reacción violenta reciente. En el anuncio (que es parte de su campaña "Gente real. No actores"), el portavoz de Chevrolet, Potsch Boyd, afirma que "según una encuesta nacional reciente (de Ipsos ), Chevy es más confiable que Toyota, Honda y Ford". Sin embargo, Chevrolet incluyó un descargo de responsabilidad que indica que la encuesta se basó en vehículos del año modelo 2015; varios de estos vehículos se han actualizado (renovado y / o rediseñado) desde entonces. Según Detroit Free Press y Detroit News , Ford, Honda y Toyota cuestionaron la precisión de la afirmación. Además, estas afirmaciones fueron impugnadas por Consumer World , que señaló que estudios independientes deJ. D. Power and Consumer Reports contradicted them.[141]
FutureBrand, an Interpublic Group of Companies company, has been working with General Motors since 2000,[142] who also involved the commissioning of a font that would later sold as Klavika Condensed, as part of re-design of Chevrolet in 2006.
In 2010, General Motors replaced the advertising agency Campbell Ewald, also of Interpublic Group of Companies, with Publicis Worldwide. Campbell-Ewald had served Chevrolet since 1919.[143] In May 2010 Chevrolet's advertising account was awarded to Goodby, Silverstein and Partners.[144]
Como parte del intento de atraer conductores de 18 a 24 años, General Motors contrató a MTV Scratch. [145] Algunos de los resultados de la colaboración incluyen anuncios de Chevy que muestran sus autos haciendo paracaidismo, puenting, haciendo otras acrobacias. [146] El comercial fue producido con consultas de estudiantes de UCLA, Pepperdyne y escuelas secundarias. [147] Algunas de las imágenes se utilizaron más tarde en el anuncio de Chevrolet Sonic titulado "Stunt Anthem" durante el Super Bowl XLVI. [148]
En marzo de 2012, dos agencias competidoras, Goodby, Silverstein and Partners, con sede en San Francisco (parte de Omnicom Group), y McCann Erickson Worldwide (parte de Interpublic Group), con sede en Nueva York, se unieron para formar una empresa conjunta igualitaria llamada Commonwealth para manejar la mayoría de los anuncios de Chevrolet. Antes de la empresa conjunta, Goodby, Silverstein and Partners realizaron marketing en los EE. UU., Incluida la campaña "Chevy Runs Deep"; McCann manejó los anuncios de Chevrolet en China, América Latina, México, Canadá y otros mercados. Commonwealth manejaría y supervisaría el trabajo creativo en todo el mundo desde Detroit para todos los mercados excepto China, India y Uzbekistán, donde GM tiene empresas conjuntas de fabricación de automóviles. McCann continuaría manejando anuncios en China e India, y Uzbekistán se contratará según sea necesario. [149]MacLaren McCann continuó como AOR para toda la marca GM en Canadá, pero la marca Chevrolet actuará como un "radio" para el centro creativo de Detroit, con contenido y mensajes que fluyen a través de Commonwealth, pero adaptados para el mercado canadiense. [150]
Performance Marketing Group Incorporated administra las propiedades de marketing experiencial de Chevrolet Racing para sus plataformas de activación en la pista junto con la NASCAR Sprint Cup Series, la IZOD IndyCar Series y la American Le Mans Series con Team Corvette. [151]
In 2010, a memo signed by Chevrolet sales and service vice president Alan Batey and General Motors marketing division vice president Jim Campbell was sent to Chevrolet employees at its Detroit headquarters, instructing employees to only use Chevrolet when addressing the brand, in order to present a consistent brand message. A postscript to the memo says a sort of cuss jar - a plastic "Chevy" can - has been placed in the hallway. "Every time someone uses 'Chevy' rather than Chevrolet", the note said, the employee is expected to put a quarter in the can. The proceeds were to be spent on "a team building activity". Paul Worthington, head of strategy for Wolff Olins, noted that the branding effort ran counter to a trend in which corporate names had become more casual.[152] Ian Beavis of Nielsen Automotive Group noted that marketers cannot control what consumers call their products, but nicknames do not work in new markets where Chevrolet is trying to get a start.[153] Following the release of the memo, General Motors published a statement claiming the note was in no way discouraging customers or fans from using the Chevy name.[154][155][156] Following the 2010 memo incident, Chevy Runs Deep campaign remains to use the 'Chevy' name, while Driving Our World Forward and Find New Roads campaigns uses the 'Chevrolet' name.
En 2007, General Motors permitió a AJS-Production SA registrar la marca registrada Louis Chevrolet para una línea de relojes suizos de primera calidad comercializados con la marca Louis Chevrolet. Aunque los relojes llevan el nombre de Louis Chevrolet, no se comercializan ni se producen en asociación con General Motors. [157]
La marca de relojes rinde homenaje a Louis Chevrolet , cofundador de la empresa de automóviles Chevrolet, cuyo padre era relojero y en su infancia ayudó a su padre en el banco de trabajo. La colección se llamó Frontenac , nombre heredado de la empresa de coches de carreras fundada por Louis Chevrolet. La colección de relojes Chevrolet comprende modelos automáticos, de cuerda manual y de cuarzo, equipados con movimientos ETA y Ronda .
Los relojes Louis Chevrolet Frontenac, fabricados en Porrentruy , la región suiza del Jura, presentan las señales de estilo sugeridas por los automóviles Chevrolet. La colección se desarrolló aplicando los mismos materiales que se utilizan en la industria del automóvil. Los apliques de perlas en los diales de los relojes Chevrolet recuerdan las formas metálicas de los antiguos tableros. El número "8", el número de carreras de Chevrolet, se luce en la parte posterior de la caja. [158]
En diciembre de 2019, después de que AvtoVAZ adquiriera la participación de General Motors en su antigua empresa conjunta GM-AvtoVAZ y como parte del acuerdo, AvtoVAZ siguió usando la marca Chevrolet para los modelos Niva. [87] La marca Chevrolet de AvtoVAZ continuó hasta agosto de 2020, cuando fue reemplazada por Lada . [159]
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