GM India eyes mkt blitz, plans 5 Chevy models

In response to changing customer trends

American auto giant General Motors on Wednesday announced plans to launch at least five new Chevrolet models in India within a span of 24 months — including the new Trailblazer, new Beat, Essentia, new Cruze and Beat Activ, in a bid to make a strong comeback in the market.

The new product push is with regard to the company’s plan to move fast in responding to changing trends and customer demand in India.

Accordingly, General Motors will not proceed with the Chevrolet Spin MPV in India in 2017. Instead, it will continue to listen to its customers and shift its focus to growing segments, including SUVs. GM also announced that the Chevrolet Beat Activ soft-roader — which was introduced as a concept vehicle at the Auto Expo — will go into production.

“There was an overwhelming response from our Indian stakeholders to the Beat Activ when we revealed it at the Auto Expo. As a soft-roader, the vehicle is ready for any adventure or challenge, while its interior ensures that the driver remains comfortable and connected,” GM India President and Managing Director Kaher Kazem said. It must be noted that Chevrolet has not been very aggressive on the product launch front in recent times, with competitors crowding the market with several popular rollouts every now and then.

New cars, happy market
“In the last 2-3 years, most growth has come from new model launches. Most segment-leading products have been hit by new launches, as carmakers didn’t refresh their product-lines. Accordingly, several OEMs lost market share. New products are bound to excite customers,” an analyst with a leading consultancy told Deccan Herald, not wishing to be identified.

Referring to GM’s product plans, the analyst said, “No doubt, there are opportunities in the market for fresh products. GM may launch new products, but it’s too early to say in which segment they will be positioned, and what their competition will be. Besides, the quality of new launches, it is also important that the quality of aftersales service and dealerships be improved.”

Typically, the best positioning would be to price a new product just below the segment leader for choice, and above any lower models, to aid upgradation among prospective customers.