Volt expected to cause brand issues for GM Europe

GM's plan to sell the Volt plug-in hybrid in Europe under its Chevrolet badge is expected to upset the balance between the brand images of Chevrolet and GM's European subsidiaries Opel and Vauxhall. In Europe, Chevrolet is perceived as a budget brand while Opel, and its Vauxhall UK spin-off, are considered GM’s premium technology leader. GM will introduce a plug-in hybrid through Opel and Vauxhall under the E-Flex moniker, but it also plans to sell the Chevrolet Volt in Europe to help boost Chevy’s image. This could see Chevrolet move into Opel's territory and possibly cannibalize sales. Mike Arcamone, vice president of GM Powertrain Europe, explained to Automotive News that Opel’s plug-in hybrid will arrive by around the end of 2010 and will lead the Volt by a couple of months. The two are intended to be differentiated not only by styling cues, but possibly engine options as well. The GM Flextreme, a European variant of the Volt, was shown with a 1.3L turbodiesel engine mated to its electric drive system. The Volt, meanwhile, was previewed with a 1.0L petrol engine.GM Volt Concept

By Roy #1, Posted: 6/9/2008

This is happening because GM still does NOT have a cohesive branding strategy. They clearly just don't care. Re-badging is easier than thinking for these people.
By amac #2, Posted: 6/9/2008

This, of course, is assuming that this vehicle will actually make it to production. GM has bigger worries than branding right now.
By Gus #3, Posted: 6/9/2008

Both true.

But if it happens, then go GM.
By RB #4, Posted: 6/9/2008

if the quality is there on the volt - it ought to be Vauxhall in UK and Opel in the rest of Europe - Chev brand is considered very budget

= nasty
By Raptor #5, Posted: 6/10/2008

Opel is nowadays not considered as budget as it used to be. They make some very decent cars. If you ask me, I would put it next to VW.
by I h8 China #6, Posted: 3/10/2009

Chevrolet was launched in Europe to replace the Daewoo brand and at first they simply used the Korean firm's cars with the Chevy bow-tie replacing the Daewoo logo. However when the Corvette was launched here it was a seperate brand. I think they should have marketed it as a Chevy, that's what everyone knows it as and it would have created a high image for the brand, possibly even increasing sales of the rebadged Korean stuff.