Chevrolet

Chevrolet

Type	Division of GM
Industry	Automotive
Founded	November 3, 1911
Founder(s)	Louis Chevrolet, William C. Durant
Headquarters	Detroit, Michigan, U.S.
Products	Automobiles
Parent	General Motors Company
Website	Chevrolet.com

Chevrolet ( /ʃɛvrəˈleɪ/), also known as Chevy (/ˈʃɛvi/), is a brand of vehicle produced by General Motors Company (GM). Founded by Louis Chevrolet and ousted GM founder William C. Durant on November 3, 1911,^[1] General Motors acquired Chevrolet in 1918. Chevrolet was positioned by Alfred Sloan to sell a lineup of mainstream vehicles to directly compete against Henry Ford's Model T in the 1920s, with "Chevrolet" or "Chevy" being at times synonymous with GM. In North America, Chevrolet sells and produces a wide variety of automobiles, from subcompact cars to medium-duty commercial trucks, whereas in Europe, the brand name is used on automobiles produced in Korea by General Motors.

History

On November 3, 1911, race car driver and automotive engineer Louis Chevrolet co-founded the Chevrolet Motor Car Company with William C. Durant (ousted founder of General Motors for 5 years) and investment partners William Little (maker of the Little automobile) and Dr. Edwin R. Campbell (son-in-law of Durant)and in 1912 R. S. McLaughlin of Canada.

Durant was ousted from the management of General Motors in 1910 for 5 years. He took over the Flint Wagon Works, incorporating the Mason and Little companies. As head of Buick Motor Company prior to founding GM, Durant had hired Louis Chevrolet to drive Buicks in promotional races.^[2] Durant planned to use Chevrolet's reputation as a racer as the foundation for his new automobile company.

Actual design work for the first Chevy, the costly Series C Classic Six, was drawn up by Etienne Planche, following instructions from Louis. The first C prototype was ready months before Chevrolet was actually incorporated.

Chevrolet first used the "bowtie emblem"^[3] logo in 1913. It may have been designed from wallpaper Durant once saw in a French hotel. More recent research by historian Ken Kaufmann presents a case that the logo is based upon a logo for "Coalettes".^[4] Others claim that the design was a stylized Swiss cross, in honor of the homeland of Chevrolet's parents.^[5]

Chevrolet logo, ca. 1943

Louis Chevrolet had differences with Durant over design and in 1915 sold Durant his share in the company. By 1916, Chevrolet was profitable enough to allow Durant to repurchase a controlling interest in General Motors. After the deal was completed in 1917, Durant became president of General Motors, and Chevrolet was merged into GM as a separate division. In 1917, Chevrolet's factories were located at New York City; Tarrytown, N.Y.; Flint, Michigan; Toledo, Ohio; St. Louis, Missouri; Oakland, California; Fort Worth, Texas, and Oshawa, Ontario.^[6] In the 1918 model year, Chevrolet introduced the Model D, a V8-powered model in four-passenger roadster and five-passenger tourer models. It also started production of an overhead valve in-line six. Most cars of the era had only low compression flat head engines. These cars had 288in³ 55 hp (41 kW) engines with Zenith carburetors and three-speed transmissions.

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".^[7] In 1933 Chevrolet launched the Standard Six, which was advertised in the United States as the cheapest six-cylinder car on sale.^[8]

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 fibreglass body. In 1957 Chevy introduced its first fuel-injected engine,^[9] the Rochester Ramjet option on Corvette and passenger cars, priced at $484.^[10] 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.^[11]

Chevrolet Camaro 2010

The basic Chevrolet small-block V-8 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 V-8 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 V-8s are built in displacements from 4.3 to 9.4 litres with outputs ranging from 111.394 horsepower (83.066 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.

Chevrolet launched the Chevrolet Volt (and related Opel/Vauxhall Ampera) to add to a wide range of vehicles that by 2010 included a varied mix of American, Australian, European and Korean based designs to suit each local market.

International operations

Canada

Main article: General Motors Canada

Mexico

Mexico has a mix of Chevrolet models from different GM brands and platforms branded as Chevrolet. The models come from Chevrolet USA, Opel Europe, and other origins. Examples of Opel-sourced vehicles are Vectra, Astra, Corsa, Meriva and Captiva. Mexico also has some cars of its own, such as the Chevy C2, which is a reworked previous-generation Corsa. 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 Daewoo, is also sold in Mexico. The European Epica is sold as a business-only vehicle.

Asia

China

In 2009 China became Chevrolet's third largest market, with sales of 332,774 vehicles, behind only the United States and Brazil (1,344,629 and 595,500 vehicles respectively).^[12]

India

Main article: Chevrolet Sales India Private Limited

Chevrolet is among the newest brands in India launched by GM's India operations. Until June 6, 2003 (the official birthday of Chevrolet), GM India (which was originally a joint venture with Hindustan Motors) sold the Opel Corsa, Opel Astra, and the Opel Vectra. The Corsa and Astra were built at a plant in Halol, Gujarat.

Since then, Chevrolet currently sells the Chevrolet Cruze, Chevrolet Spark, Chevrolet Optra, Chevrolet Aveo, Chevrolet Tavera, Chevrolet Captiva, Chevrolet SRV, Chevrolet Beat, Chevrolet Beat Diesel and Chevrolet Aveo U-VA. The Chevrolet Forester, a rebadged Subaru, was imported directly from Fuji Heavy Industries in Japan until 2005. The Optra and Tavera are built at the Halol plant. The Chevrolet launched in India the Chevrolet Captiva SUV. The latest models launched by Chevrolet is the Chevrolet Beat & the Chevrolet Cruze.

Chevrolet also is the sole Engine supplier for the Formula Rolon single seater series in India.

Japan

In the mid 2000s, Suzuki imported and marketed the Chevrolet TrailBlazer and the Chevrolet Optra wagon in Japan. Suzuki, a GM partner, also assembled and marketed the Chevrolet MW microvan. The MW was originally a rebadged Suzuki Wagon R+ and later a rebadged Suzuki Solio. Suzuki had also marketed the Chevrolet Cruze subcompact in the past. General Motors Japan Limited currently distributes and markets the Captiva, Camaro, and Corvette in limited numbers. 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.

Malaysia

In 2003, a joint-venture between GM and DRB-Hicom, called Hicomobil, began marketing the Chevrolet Aveo, Chevrolet Optra, Chevrolet Nabira and Chevrolet Lumina. The joint venture has since been dissolved in 2009, only to be succeeded with Naza in 2010.

Middle East

In the Middle East, Chevrolet-badged cars, trucks, SUV's, and crossovers are sourced from GM Daewoo (in South Korea), GM in North America, and GM Holden (in Australia). The Middle East market has a separate division called Chevrolet Special Vehicles (CSV), 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 is sold as the Chevrolet Caprice in the Middle East.

Pakistan

In Pakistan, Chevrolet introduced its cars in collaboration with a local automobile manufacturer called Nexus Automotive. The current lineup available from Chevrolet Pakistan includes Chevrolet Optra, Chevrolet Spark, Chevrolet Joy, Chevrolet Aveo, and Chevrolet Colorado. The company plans to add Chevrolet Captiva, Chevrolet Epica and Chevrolet Cruze to its lineup in the future.

South Korea

Many global-market Chevrolet vehicles are designed and manufactured by GM Daewoo of South Korea, but they had been sold under Daewoo brand in South Korea until February 2011. Daewoo brand was fully replaced by Chevrolet in March 2011. All Daewoo products relaunched under Chevrolet brand, with the release of Chevrolet Camaro, Chevrolet Orlando and Chevrolet Aveo.

Thailand

The American-built Chevrolet Colorado pickup is also manufactured in Rayong, Thailand. The Holden Commodore is badged as the Chevrolet Lumina in Thailand.

General Motors is currently exploring cost cutting options as part of its restructuring plan. One of these options involve 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.

Australia

Even though the Australian market of today mainly consists of Australia's own automotive companies alongside Asian and European 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^[13] 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.^[14] The merger of General Motors (Australia) Pty Ltd with the troubled Holden Motor Body Builders in 1931 saw the creation of General Motors – Holden's^[15] 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^[16] and the Chevrolet "Sloper" Coupe in 1935.^[17] Post-war production recommenced in 1946.^[18] From 1949 Australian Chevrolets were to be locally assembled from components imported from Chevrolet in Canada although local production of the Coupe Utility body continued until 1952.^[19] 1968 was the last full year of Chevrolet assembly in Australia.^[20]

Classic Chevrolet models such as Bel Air, Biscayne, Impala etc., are still found in many states around Australia. From the early 70s to the early 80s 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.

South Africa

External audio
	1974 Braaivleis, rugby, sunny skies and Chevrolet advert at the Springbok Radio preservation society.

Chevrolet Firenza CanAm 302, South African homologation special

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 1964. In the 1970s, the advertising jingle "braaivleis, rugby, sunny skies and Chevrolet"^[21] (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.

By the 1970s, larger South African Chevrolets were based on Australian General Motors-Holden's models, the Kommando being based on the Holden Kingswood^[22] and the Constantia on the Statesman,^[23] while the smaller Firenza was based on the Vauxhall Viva. The Chevrolet Nomad sold in South Africa was entirely different from the Nomad sold in America; whereas the American Nomad was originally conceived as a station wagon version of the Corvette and eventually became the station wagon version of the Bel Air, the South African Nomad was an SUV of truck proportions before SUVs were popular. Due to local content laws the cars usually received different engines than in their home markets.

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 as the Delta Motor Corporation, which concentrated on Opels, Isuzus, and Suzukis, built under licence.

However, thanks to an improved political climate in the 1990s, GM decided to reenter South Africa, eventually buying out the whole of Delta. In 2001, the Chevrolet name made a comeback, used on the Lumina, a rebadged Holden Commodore, and later on, on the Daewoo range of cars. Current Chevrolets include the Spark (a rebadged Daewoo Matiz), Aveo, Optra, Cruze, the Lumina (including the Ute model), the Vivant, an MPV that is a rebadged version of the Daewoo Tacuma, and a pick-up version of the Opel Corsa known as the Corsa Ute.

Europe

Main article: Chevrolet Europe

Chevrolet Europe GmbH is a Swiss-based firm (in Zürich) that mainly sells cars produced by GM Korea.

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 by Chevrolet Europe were the Camaro, the Corsica/Beretta, the Corvette, the Blazer, and the TrailBlazer. The current generation of North American–built Chevrolet Impala V-8 sedans has also been available in Europe in recent years, marketed as both large family sedans and more economically priced alternatives to Jaguars and BMWs as high performance executive cars.

It was in 2005 that all the mainstream models from GM Daewoo were rebranded as Chevrolet in Europe. (The ownership of the SUV models in the former Daewoo range had reverted to ownership of SsangYong Motor Company by this time.) However the Daewoo name was retained in South Korea and Vietnam. 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 for certain GM Daewoo models.

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^[24] but following their bankruptcy in 2010,^[25] General Motors established a new Swiss based subsidiary to relaunch Chevrolet in Europe and add the Corvette, Camero and Malibu models to the European range.^[26]

Russia

In Russia, various Chevrolet models are available. Current Chevrolets include the Spark, Aveo, Lacetti, Cruze, Rezzo, Epica, Captiva, TrailBlazer, and Tahoe. Also, a joint venture between GM and Russian AvtoVAZ from 2002 makes the Chevrolet Niva, an SUV especially for Russian market and conditions. In 2009 this model received restyling by Bertone.

Uzbekistan

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.^[27] Currently, in Uzbekistan producing models, such as, Damas (N150), Matiz (M150), Nexia (N150), Spark (M300), Epica and Captiva (SUV).

South America

Historically, many Latin American-market vehicles from GM were modified derivatives of older models from GM's North American and European operations. The current S10 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 some markets also get German Opel and US made Chevrolet on top of their local line-ups.

Argentina

In 1924 General Motors started importing Chevrolet Double Phaeton models and 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.

When the Second World War broke out the operations were complicated. In 1941 the Chevrolet 250.000 was made, but the shortage of products made car production impossible. The last Chevrolet went out of the plant in August, 1942. In order to avoid the total stoppage, the company made electrical and portable refrigerators and car accessories amongst other items. After the war, GM started producing the Oldsmobile and Pontiac lines and later Chevrolet is added.

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.

In the middle of the seventies, General Motors market share was reduced sharply from 9% in 1976 to 2% in 1978. Losses exceeded $30 million and the head company in the USA decided to halt production activities in Argentina.

The Chevrolet trademark reappeared in 1985 for the production of the pick-up in its versions C-20 and D-20. In 1995, a plan for the manufacturing destined for export specially to Brazil and other countries of Mercosur materialized with the building of a new facility near Rosario, Santa Fe, for the production of the Opel-based Chevrolet Corsa and the Suzuki-based Chevrolet Grand Vitara 4x4.^[28]

By 2010 the range was based on a variety of GM Daewoo based cars, together with the Brazilian Chevrolet Prisma.^[29]

Brazil

Chevrolet Hall in Belo Horizonte, Brazil.

In Brazil, the Chevrolet Opala was based on the German Opel Rekord and American Chevrolet Nova from the late 1960s, continuing in production until the early 1990s, when it was replaced by a version of the Opel Omega. Other smaller Chevrolets in Brazil, such as the Kadett and Monza, were based on the Opel Kadett and Ascona respectively.

Chevrolet's product line-up in Brazil now comprises some exclusive designs like the Corsa "B" based Celta sold in Argentina under the Suzuki brand, the Astra, and a brand new, Brazilian designed Vectra based on the Opel Astra H. The passenger car range also includes the Classic, the Prisma, the Corsa hatchback and sedan, and the Omega sedan which is actually a captive import of the Australian Holden Commodore. The latest home-grown product is the Chevrolet Agile hatchback, released in late 2009.

Utility and four wheel drive vehicles line-up includes the S10, the Blazer, and the Montana. The Montana is a compact pickup truck, based on the Agile, that is also sold in other Latin American markets. From the 1960s to the mid-1980s, there was also a large station wagon, derived from the C10 truck (somewhat similar to the Suburban), called the Veraneio.

Chile

Chevrolet production in Chile began in 1962, although at first through local partners (in this case, Avayu with the Nova II). GM still assembles the Isuzu´ F and N series in Huechuraba, Santiago.

Chevrolet has been operating in Ecuador for 80 years. GM Ecuador sells US Chevrolets alongside GM Daewoo and Opel sourced models. It also sells the 1983 Suzuki Supercarry under the Chevrolet namel, 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.

Colombia

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 Daewoo, Suzuki and Opel. Particularly worthy of mention is the Aveo, Optra and the Spark.

Trinidad and Tobago

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. During the period 1998–2001, Southern Sales Ltd. imported the Chevy Monza and Joy. Based on the Opel/Vauxhall Corsa platform and assembled in Mexico, these were the cheapest new cars available. Poor build quality, unprofessional dealer service, and a limited spare parts supply saw these cars exit the market with only a few units being sold. In 2003, the local Renault dealer marketed the Aveo sedan and hatchback, as well as the Optra sedan (a rebadged Suzuki Forenza), with limited success. A more intensive marketing campaign by the latest Chevrolet dealer, Lifestyle Motors, has met with more success. The models available are the Chevrolet Colorado (Isuzu D-Max twin), Spark (micro-car based on the Daewoo Matiz), Aveo sedan and hatchback, Optra sedan, hatchback and wagaon, 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 bridges the gap between Optra and Epica models. Once the Optra is phased out, a 1.6 litre Cruze will be made available.

Future cars, trucks and development

Chevrolet Volt

The Chevrolet division is currently recovering from the economic downturn of 2007–2010. After sales of GM vehicles plummeted and when the U.S Government bailed out the company, GM began developing more fuel efficient cars and trucks in order compete with foreign automakers such as Toyota and Honda. Since, the sales of the Chevrolet brand have been healthy. Sales were up due to new cars such as the Cruze, Volt, and a redesigned Equinox and Malibu. In late 2010 General Motors began a small production of the plug-in electric Volt, which later was announced as the 2012 North American Car of the Year and World Green Car of the Year, and production numbers are expected around 60,000 in the 2012 fiscal year. At Auto China in 2010 General Motors showed the Volt MPV5 concept, an MPV based on the electric Volt sedan but, the MPV hasn't been official on or if production will exist. Chevrolet has also shown the new version of the Aveo, renamed Sonic at the 2011 North American Auto Show in Detroit. The Sonic will feature a four-door sedan, hatchback, as well as a sport version. The Chevrolet Malibu, which the model of the 8th gen. were considered to have been one of General Motors' turnaround cars through the tough economic crisis of 2008–10 was announced that a 9th generation would succeed over the previous model in the first quarter of 2012 was revealed in the April 2011 on the company's Facebook page as well as in New York.

New for 2011–2013 model years:

• Spark
• Sonic
• Cruze (In production)
• 8th Gen. Malibu

Vehicle models

Further information: List of Chevrolet vehicles

Current

United States and Canada

Cars	Sonic	Aveo	Cruze	Malibu	Impala	Camaro	Corvette
Crossovers	Equinox	Traverse	Orlando (Canada Only)
SUVs	Tahoe	Suburban
Trucks	Colorado	Silverado	Avalanche
Vans	Express
PHEV/electric	Volt

Latin America

Cars	Spark	Celta/Prisma Corsa B/Chevy C2 Corsa C	Aveo	Cruze	Optra	Astra B Astra C/Vectra	Vectra C	Epica
Trucks	Montana/Tornado	S-10	D-Max	Silverado	Avalanche
Crossovers	HHR	Captiva	Captiva Sport	Traverse
MPVs	Meriva	Tacuma/Rezzo	Zafira
Van	Trans Sport

Europe

The availability of Chevrolet vehicles depends on market, with eastern European markets offering a wider range of ex-Daewoo models under the Chevrolet marque.

Cars	Matiz	Spark	Aveo	Lacetti	Nexia	Cruze	Epica	Corvette
Crossovers	Captiva	Niva
MPVs	Orlando
Van	Damas

Middle East

Cars	Spark	Aveo	Optra	Epica	Lumina	Caprice	Malibu	Corvette	Beat	Camaro	Cavalier
Trucks	Colorado	Avalanche	Silverado	Scottsdale	Custom Deluxe	Cheyenne
Crossovers	Traverse	Captiva
SUVs	Trailblazer	Tahoe	Suburban	Blazer	Blazer	Tracker
Vans/Minivans	Uplander	Express	Venture	Lumina APV	Astro	Van

Sport

Chevrolet enter a variety of cars in sporting events around the world and is particularly well known in NASCAR and FIA World Touring Car Championship.

NASCAR

Major teams include Hendrick Motorsports, Richard Childress Racing, Earnhardt Ganassi Racing and Stewart Haas Racing who all drive Impala-themed cars. Hendrick has 10 championships, RCR has 6 championships. Chevrolet is the most successful manufacturer to be involved in NASCAR with 35 manufacturer's titles and the most recorded wins by manufacturer. Previously the Chevy Monte Carlo was used.

American Le Mans Series

The Corvette runs in the American Le Mans Series GT class. Corvette Racing started in 1999 at the Daytona 24-hour race and has since won eight consecutive ALMS GT1 manufacturers and team championships and seven ALMS GT1 drivers' titles.^[30] The Corvette also takes part in the French 24 Hours of Le Mans race.^[31]

FIA World Touring Car Championship

In 2005, when the Chevrolet brand was re-launched in Europe, Chevrolet took part in the WTCC with a version of the Lacetti, developed by the UK-based Ray Mallock Ltd (RML). In 2009 the Cruze replaced the Lacetti^[32] and in 2010 and won the Drivers' and Manufacturers' championship.

British Touring Car Championship

Chevrolet participates in the BTCC with the Cruze. ^[33]

Marketing

In 2010, General Motors replaced the advertising agency Campbell-Ewald, which served Chevrolet for 91 years, with Publicis Worldwide. Campbell-Ewald of Interpublic Group of Companies had served Chevrolet since 1919.^[34] In May 2010 Chevy's advertising account was awarded to Goodby, Silverstein and Partners.^[35] Recently, Chevrolet uses a customized Klavika for the vast majority of its marketing type.

Chevrolet globally has had their marketing campaigns, songs, taglines, and slogans, including the following.

Songs

Dinah Shore performs See the U.S.A. in your Chevrolet in 1952.

• "Chevy Volt and Me"
• See the U.S.A. in Your Chevrolet (1950s–1960s), sung by Dinah Shore as the theme song to The Dinah Shore Chevy Show.
• 409 (1962) The Beach Boys
• Shut Down (1963) The Beach Boys
• My Stingray--
• SS 396 (1965) Paul Revere and The Raiders
• Camaro – Cyrkle
• Crocodile Rock (1972) Elton John
• Little Red Corvette (1982), a song by Prince from the album 1999
• Listen to the Heartbeat of America (1986–1992)
• Like a Rock (1991–2004)
• This is Our Country (2006–present)
• American Pie – Don McLean
• Stingwray- Static-X
• Z28 – Static-X
• Chevy Van – Sammy Johns
• My Camaro – Young Jeezy (2010)
• Peanut Better And Jelly – Cadillac Don Ft J Money
• Dre – Chevy Ridin' High Featuring Rick Ross
• Ice Cream Paint Job- Dorrough
• Everybody – VV Brown (2011 – Chevrolet Volt Now Commercial)
• Where Have All the Cowboys Gone – Paula Cole (1997)
• Racing In The Streets – Bruce Springsteen (1978)
• Chevrolet – ZZ Top

Taglines

• The cars more Americans can depend on (1991)
• The trucks that last (1991)
• The trucks you can depend on, the trucks that last (1992)
• The most dependable, longest lasting trucks on the road (1993, 1995–present)
• This is our Country (1994)
• Like a Rock
• The Heartbeat of America
• May the Best Car Win (2009–2010)
• Chevy Runs Deep (2010 – present)
• Excellence for Everyone (2010–present)^[36]

Slogans

• See the U.S.A. in Your Chevrolet (1950s–1960s)
• Putting you first keeps us first (1960s)
• It's Exciting! (mid 1960s)
• Building a better way to see the USA (early 1970s)
• Baseball, Hotdogs, Apple Pie & Chevrolet (mid 1970s)
• Good things are happening at Chevrolet (early 1980s)
• USA-1 Taking Charge (1983)
• Today's Chevrolet (mid 1980s)
• The Heartbeat of America (1987–1994)
• Rock, Flag and Eagle (1985–1987)
• Genuine Chevrolet (1994–2001 United States; 1994–1996 Canada)
• Tried, Tested, and True (1996–2004 Canada)
• We'll Be There (2001–2004 United States)
• Like a Rock (1991–2004; Chevrolet Trucks) Featuring the Bob Seger song of the same name
• An American Revolution (2003–2009)
• For All Life's Roads (2004–2006; Canada)
• Our Country, My Truck (2006–2007; Chevrolet Trucks)
• America's Best Trucks (2007–present; Chevrolet Trucks)
• Let's Go (2007–2009; Canada)
• May the Best Car Win (2009–2010; United States & Canada)
• Excellence for Everyone (2010–present)
• Chevrolet Runs Deep (2010–present)
• Chevrolet, is the Car (2011–present; South Korea)^[36]

Watches

In 2007, General Motors allowed AJS-Production SA to register the Louis Chevrolet trademark for a line of premium quality Swiss Watches watch marketed under the Louis Chevrolet brand name. Although the watches bear the name of Louis Chevrolet, they are not marketed or produced in association with General Motors.^[37]

The watch brand pays tribute to Louis Chevrolet, co-founder of the Chevrolet automobile company (later acquired by General Motors). Chevrolet was born in a family of a watchmaker and in his childhood helped his father at the workbench. The collection was called Frontenac, the name inherited from the race car company founded by Louis Chevrolet. The Chevrolet watch collection comprises automatic, manually wound and quartz models, equipped with ETA and Ronda movements.

The Louis Chevrolet Frontenac watches, manufactured in Porrentruy, the Swiss Jura region, feature the styling cues suggested by the Chevrolet cars. The collection was developed while applying the same materials as used in the car industry. Pearled appliques on the Chevrolet watches' dials remind the metal forms of the old dashboards. The number '8,' Chevrolet's racing number, is sported on the case back.^[38]

See also

• General Motors Canada
• Super Sport
• Chevrolet Hall
• Mason Truck
• Mark IV Big Block Engine
• An American Revolution – Large advertising campaign launched in 2003 to promote "ten new cars and trucks in twenty months"
• Geo – A brand of small cars and SUVs sold through Chevrolet dealerships throughout North America from 1989–1997
• U.S. Soccer Athlete of the Year – Sponsored by Chevrolet.

References

1. ^ GM Heritage Center (1996). "Chevrolet 1911–1996". p. 97. http://gmheritagecenter.com/gm-heritage-archive/docs/Chevrolet-History/Chevrolet-1911-1996.pdf. Retrieved April 12, 2011. 
2. ^ by the Auto Editors of Consumer Guide (August 1, 2007). "Howstuffworks "1911, 1912, 1913 Chevrolet Series C Classic Six"". Auto.howstuffworks.com. http://auto.howstuffworks.com/1911-1912-1913-chevrolet-series-c-classic-six.htm. Retrieved December 27, 2010. 
3. ^ "Chevrolet Bowtie also found in GM archives on 1914 add for 1915 Chevrolet. History". http://home.earthlink.net/~scrippsbooth/chevbowtiehistory.html. Retrieved July 21, 2006. 
4. ^ Gustin, Lawrence R. (2008). Billy Durant: Creator of General Motors. University of Michigan Press. pp. 266–267. ISBN 0-472-03302-6. 
5. ^ McPhee, John La Place de la Concorde Suisse. New York: Noonday Press (Farrar, Straus and Giroux), 1984.
6. ^ The Sun, Baltimore, January 21, 1917 and GM archives add for 1915 Chevrolet, Part 6, Page 14.
7. ^ "New York Times 15 June 1997". Nytimes.com. 1997-06-15. http://www.nytimes.com/1997/06/15/automobiles/the-return-of-detroit-s-low-priced-three.html. Retrieved 2011-08-04. 
8. ^ The Tuscaloosa News, March 12, 1933 pg11
9. ^ Springfield Union, February 17, 1957, Page 75.
10. ^ Dallas Morning News, November 22, 1956, Part 1, Page 12.
11. ^ Gunnell, John (Editor) (1987). Gunnell, John. ed. The Standard Catalog of American Cars 1946–1975. Kraus Publications. pp. 134–183. ISBN 0-87341-096-3. 
12. ^ Cheryl Jensen (April 23, 2010). "Forecast Says China Provides Opportunities and Competition". New York Times Wheels blog. http://wheels.blogs.nytimes.com/2010/04/23/forecast-says-china-provides-opportunities-and-competition/. Retrieved April 23, 2010. 
13. ^ Norm Darwin, The History of Holden Since 1917, 1983, page 11
14. ^ The Holden Heritage – page 5 Retrieved from media.gm.com on July 25, 2009
15. ^ The Holden Heritage – page 6^{[dead link]}
16. ^ Norm Darwin, The History of Holden Since 1917, 1983, page 4
17. ^ Norm Darwin, The History of Holden Since 1917, 1983, page 5
18. ^ The Holden Heritage – page 23 Retrieved from media.gm.com on July 24, 2009
19. ^ The Macquarie Dictionary of Motoring, 1986, page 84
20. ^ RHD versions of Chevrolet C20 and C50 cab chassis were also assembled by GMH up until 1981.The Australian Story – Chevrolet Retrieved from www.ozgm.com on July 24, 2009
21. ^ Frans Erasmus. "Springbok Radio Sounds: Chevrolet". Springbokradio.com. http://www.springbokradio.com/ADSCHEVROLET.html. Retrieved December 27, 2010. 
22. ^ "1972 Chevrolet Kommando Brochure". Moby302.co.za. http://www.moby302.co.za/brochures/1972_chevrolet/kommando.html. Retrieved December 27, 2010. 
23. ^ "1976 Chevrolet Constantia AJ Brochure". Moby302.co.za. http://www.moby302.co.za/brochures/1976_chevrolet/constantia_aj.html. Retrieved December 27, 2010. 
24. ^ "Kroymanscorporation.com". Kroymanscorporation.com. http://www.kroymanscorporation.com. Retrieved April 28, 2009. 
25. ^ Automotive News 1 March 2010
26. ^ {http://media.gm.com/content/media/intl/en/chevrolet/news.detail.html/content/Pages/news/intl/en/2011/CHEVROLET/09_06_chevrolet_IAA_teaser3 Chevrolet press release 6 September 2011]
27. ^ "Uzavtosanoat website". http://uzavtosanoat.uz/content/view/15/52/lang,en/. Retrieved May 4, 2011. 
28. ^ www.auto-historia.com History of General Motors in Argentina – Accessed November 10, 2008
29. ^ "Just Auto 3 August 2011". Just-auto.com. 2011-08-03. http://www.just-auto.com/news/chevrolet-prism-sales-starting_id113410.aspx. Retrieved 2011-11-06. 
30. ^ "Corvette Racing official website". Corvetteracing.com. 2008-10-04. http://www.corvetteracing.com/2011-overview.shtml. Retrieved 2011-11-06. 
31. ^ "Popular Mechanics 2011". Popularmechanics.com. 2010-07-30. http://www.popularmechanics.com/cars/news/vintage-speed/le-mans-2011-chevy-corvette-faces-toughest-challenge-yet#fbIndex1. Retrieved 2011-11-06. 
32. ^ "Chevrolet WTCC website". Chevroletwtcc.com. 2006-05-21. http://www.chevroletwtcc.com/team/. Retrieved 2011-11-06. 
33. ^ "Chevrolet UK website". Chevroletbtcc.co.uk. 2011-10-27. http://www.chevroletbtcc.co.uk/cars/. Retrieved 2011-11-06. 
34. ^ "GM replaces longtime Chevrolet advertising agency", Associated Press, April 23, 2010.
35. ^ McMains, Andrew. "GM Confirms Chevy's Shift to Goodby". Adweek. http://www.adweek.com/aw/content_display/news/account-activity/e3i3b8cb13fe213cb8339474ab7c48c6148. Retrieved 2011-08-04. 
36. ^ ^{a b} "Chevrolet to employ new "Excellence for Everyone" ad campaign". Autoblog. March 11, 2010. http://www.autoblog.com/2010/03/11/chevrolet-to-employ-new-excellence-for-everyone-ad-campaign/. Retrieved October 8, 2010. 
37. ^ "LOUIS CHEVROLET SWISS WATCHES". worldtempus.com. December 28, 2009. http://www.worldtempus.com/en/news/top-news/detail/article/1261993114-louis-chevrolet-swiss-watches-never-give-up/?utm_source=twitterfeed&utm_medium=twitter&cHash=609ce6a8b4. Retrieved January 2, 2011. 
38. ^ "Legendary Chevrolet on the Wrist". Watches.infoniac.com. September 26, 2007. http://watches.infoniac.com/index.php?page=post&id=23. Retrieved December 27, 2010. 

External links

• Official Chevrolet site
• Official Chevrolet Europe site