Case Study "Chevrolet" P.405
William Durant who founded Chevrolet had the vision to offer a well-made, affordable vehicle and compete with Ford Motor Company. Ironically, Ford Motor Company was the same company that ousted Mr. Durant in 1911. General Motors (GM) Chevrolet is synonymous for their quality and craftsmanship of American-made vehicles. Chevrolets success since 1911 stems from two key areas such as creative product innovation and adapting to the changing needs of the customers.
1. Evaluate the diversity of vehicle types and sizes that are sold under the Chevrolet brand name.
Chevrolets product mix consist of various size vehicles ranging from cars, SUV’s, trucks, vans, and one electric vehicle. Over the last 100 years, the company
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The Corvette has its challenges, the younger generation does not seem much interested in this flashy vehicle. Although the Corvette is popular with the baby boomers and some Gen Xer’s, the Corvette seems to have peaked in sales.
The Chevy Camaro released in 1967 was released to compete with Ford Mustang. The Camaro has undergone major changes in body style and continues to be popular among loyal fans. Chevy Camaro’s success will only get stronger as they strive to the design a vehicle that will quench the needs of the consumer.
Chevys family sedan, the Impala was first released in 1958 and was Chevrolets larger of the vehicle line up. The biggest benefit this car offers are fuel efficiency and space, however, with growing mechanical concerns this vehicle might have an uphill battle to stay successful. Another successful sedan in the Chevrolet family is the Cruze. The vehicle offers fuel efficiency, safety, and speed attributes all combined has propelled this vehicle to become one of the nation’s best-selling
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Strengths Weaknesses
Brand Recognition and loyalty Decline in market share through the years
Improvements in quality and manufacturing Consumer change changes daily
Large sales in international market Government Bailout
American made ideology Negative Reviews
2. How has Chevrolet strategically managed its brand and reputation over the last 100 years?
Chevrolet branding strategy comprises the theory of American-made quality with brand recognition. Their popular taglines have made Chevrolet successful such as: “The Great American Value”, “That Chevy Feeling”, and “America’s Best Seller, America’s Best Buy”. Their taglines show the durability and value from purchasing from the tight woven Chevy family. What opportunities and threats will affect Chevy’s branding and reputation in the future?
Chevrolets opportunities
Lower Interest Rates make it affordable to purchase a vehicle Chevrolets Threats
Competition from worldwide automakers
Consumers are wanting a more efficient vehicle now than before Confidence low with GM
Chevrolets reputation and resilience in the car business Buyers are purchasing used cars instead of new
Alternative energy efficient vehicles in
GM should continue to use its technological advantages to create innovative automobiles, but do so cautiously. GM should follow the direction of today’s environmentally conscious consumers who want less expensive, economical automobiles. GM should primarily utilize a cooperative game-theory approach in its sales and marketing strategies in order to stay in sync with the current automotive industry needs.
...yers every year. The American public is not going to pay for something of standard quality and performance when they can get a better and less expensive car that out performs the higher priced one. "The bottom line clearly reveals that from this group of long time nemesis, the Camaro once again emerges as offering the most bang for the buck" (Bartlett 30 - 38).
The hatchback became a successful model produced. Also they introduced a new line of pick-ups, the Chevy Silverado in 1988. Chevy sold more trucks than cars in this decade for the first time in the US. Also introducing the Tahoe, Chevy had more SUV success. Redesigning to the Camaro, Impala, and the new Chevy S-10 pickup, Chevy's continued to symbolize American vehicles. Chevy brought out restyled models of previous cars in the early part of the new century. After a brief period of not being produced the Impala came back in 2000 along with the highly anticipated return of the Camaro in 2010. Also, due to the Recession in 2007, Chevrolet built the Hybrid Tahoe, to increase fuel efficiency in SUVs. After more than 100 years Chevrolet and Durant could not have dreamed of 214 million cars by their company. Chevrolet has experienced much change over the past century. It has achieved multiple accolades that commonly go unrecognized. Some of these include winning the most NHRA pro stock manufacturers cups. Also in racing, it has the most victories in NASCAR along with the most championships. In NASCAR it has 738 victories and has won 38 of the 57 championships. Outside of racing, it was the first car company to include 4G LTE Wi-Fi in their vehicles, a long overdue technological advance in automobiles. In sales Chevrolet is the fourth automaker in the world. Chevy cars are in 130 countries and are on the road in
...est levels of sports car performance. As the first decade of the 21st century progressed, Chevrolet joined every other automaker in squeezing race track horsepower out of street-legal engines. The ZR1 Corvettes made during this generation were capable of speeds over 200 MPH, and cost over $100,000, so they were a bit of a change from the “cheap” car Corvettes were previously known for being. C7: The Return of the Stingray. Modern Corvettes are now achieving Ferrari racing status and power.Corvettes Are the Longest Running production Car Brand Ever. They are about $65,000 and usually look pretty nice. A really nice touch is that for an extra $800 you can drive your Corvette out of the Corvette museum with the staff clapping while you drive out.
To continue, Louis, a person who accomplished a lot of important things. One of them was that he was named to the ‘International Motorsports Hall of Fame in 1992. Besides in 1905, Chevrolet became a motor racing legend. Furthermore the president of GM, hired Chevrolet away from Fiat in March 1907 for his Buick racing team between many more events. Chevrolet’s mother, Marie Anne Angeline and his father named Joseph Felician Chevrolet. He married Angelina Marie Chevrolet. They had two boys, Charles Louis Chevrolet and Alfred Joseph Chevrolet. An event that change Louis life was that he crashed, this might make him feel worried for not knowing if he was going to be alright. Some obstacles that he overcomes was that he was hurt because of the accident and his mechanic was killed. The influence that made Chevrolet to create a six cylinder automobile were that he was fascinated with car racing that he wanted to create a car with greater force so that way they could have a higher speed. In the other hand is William C. Durant who in the year of 1886, he founded the Flint Road Cart Company and helped Albert Champion’s Champion Ignition Company during its
Ask any ten enthusiasts what two cars epitomize the concept of an automotive rivalry and at least nine of them will instantly conclude the Chevrolet or Chevy Camaro and the Ford Mustang, two cars that make up part of a small automotive segment known as Pony Cars. These fire-breathing leviathans of the street snarl with guttural reverberations boastfully announcing their presence with the mere turn of key. For nearly five decades, these mechanical beasts have captured the imagination of the American driver and ignited the most contentious debate in automotive history: Which car reigns supreme? Muscle car buffs waste no time quoting sales figures, vehicle performance, track times, or even mundane statistics like vehicle dimensions or available colors to simply justify their support for one model over the other. As this debate rages on, the makers of these brutes fan the flames through targeted marketing strategies, consumer promotions, pricing strategies, and creative advertising all in effort to win an automotive war the likes of which have never been seen or fought before (Davenport, 2013).
The purpose of this report is to compare the eight-cylinder Camaro to the six-cylinder Camaro to see which one is more ...
The Chevrolet Chevelle SSs' earliest engine in 1964 didn't perform as well as the later models. It had a 327 V8 engine which wasn't even close to as powerful as the later models. After a slow start, the 1965 Chevelle became a real muscle car. The car now had a lot more power since it had a 396 V8 engine, also known as the Z-16 package. Along with a better engine the Chevelle also had front and back anti-roll bars, faster power-assisted steering, and better braking. The 1965 Chevelle SS was great, but the 1970 Chevelle was the better than anything Chevrolet had made previously. The 1970 Chevelle had a LS6 454 engine, this was the best engine that Chevr...
Some say that automotive racing began when the second car was built. For over a hundred years, competition has driven innovation in the car industry, thus the industry maxim “Win on Sunday, sell on Monday.” NASCAR and drag racing contributed greatly to muscle cars’ success. Muscle cars were born from these competitions as factory made race cars. Because of this, the muscle car quickly moved from a low quantity specialty item to the image of the American automotive scene. Each brand had to have one and each one needed better performance and personality than the next. The Golden Age began in the 1960s with the introduction of more performance models such as the Chevy SS Impala and the Ford Galaxy Starliner (Auto Editors).
Since Chevy stopped producing the El Camino in 1987, it has become a collectible classic. This essay will focus on several of the engine and body modifications that were made between 1957 and 1987. 1959 was the first year El Caminos was produced. El Camino is a Spanish term for The Road, The Way, The Course, The Path, The Walk. The 59 Camino was based in the Impala.
Charles Hughes, president and CEO of Land Rover North America (LRNA), and his executive committee want to expand LRNA’s reach within North America. Based on the growing strength of the U.S. SUV market, research which suggests consumers are seeking vehicles that can help them have “experiences” while being practical, safe, reliable and luxurious, the success of the Discovery in the U.K. and near doubling of the Land Rover brand worldwide, LNRA is seeking to become the “world’s premier 4x4 specialty company” through effective brand, product and retail strategies. LNRA’s success hinges on making the correct positioning, marketing mix and retailing decisions.
The corvette was first introduced in January 1953. To experiment with the car, they only made 300 cars, which were all made by hand and powered by a 235-cubic-inch 6-cylinder engine. The corvette was designed to show the world that General Motors could make a sports car that was a stylish two seater. All 1953 corvettes were polo white with red interiors. The engine of the car generated 150 horsepower and had a 2-speed power glide automatic transmission. Researchers have found that the first corvette has been known to go over 150 miles per hour.
Having both marketing strategies and both products analyzed and the history of the important marketing decisions made and techniques used by the company written down, it will be interesting to perform a critical analysis of how the market and business realities made an impact on the marketing of Tesla Motors, why it happened and what was the effect. The presence of the CEO and the impact he makes on the public and investor confidence will also be critically reviewed. Based on the results, a list of recommendations will be composed for both representatives and marketing specialists who work in the same or similar
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