Presentation Title

Market Re-entry Strategy for

Chevrolet
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Made by
Pradhi Bansal Mban1mg23176
Rishi Dalvi Mban1mg23186
Mukul Jain Mban1mg23198
 Develop a strategy for re-
entering the market for
Chevrolet that failed to
capture the target market

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Chevrolet exited the Indian
market in 2018, but announced
OVERVIEW
that it would continue to
provide after-sales services for
existing customers. Chevrolet's
India operations included a
service network, training
center, and warehousing and
logistics operation.
Chevrolet's sales in India
dropped after 2015 due to
increasing competition and a
lack of new products. Some say
that Chevrolet launched the
wrong cars at the wrong time,
and that GM's lack of
investment in technology led
to an aging portfolio
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Phase 1: Analysis
Competitive Analysis
and Strategy
Revenue: In 2024, Chevrolet's
Formulation
revenue is projected to reach
$89 billion.
• Unit sales: In 2028, Chevrolet
is expected to sell 3.4 million
vehicles.
• Average price: In 2024, the
average price of a Chevrolet
vehicle is expected to be
$26,000.
United States: In 2024, the
United States is expected to
generate the most revenue for
Chevrolet, at $49,570 million.
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 Competitor
Benchmarking
• Mercedes-Benz
• Honda
• Toyota
• Nissan
• Hyundai
• Maruti Suzuki
• Tata Motors
• Skoda
• Ford
• Volvo
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 Strengths Weaknesses
Dependence on U.S. to generate most of the
• 1. Joint ventures with local revenue
Chinese automotive companies 2. Brand awareness
• 2. Strong position in the U.S. 3. Reliance on pickup trucks and SUVs for sales
automotive market growth

• 3. Sustainability and
environmental policies
• 4. Safe and eco-friendly vehicles
• 5. Strong brand portfolio
• 6. OnStar all-in-one assistant
• 7. Rare product recall

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 Opportunities Threats
1. Low fuel prices are increasing 1. Increased competition
the demand for pickup trucks and 2. The rising U.S. dollar exchange
SUVs rate
2. Timing and frequency of the new 3. Increasing government
model releases regulations may raise the costs
3. Demand for autonomous 4. U.S. automotive market is
vehicles poised to slow down or even
decline

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 STRENGTH
Sustainability and environmental policies Since GM has
enrolled into U.S. Environmental Protection Agency (EPA)
•

ENERGY STAR energy-reduction challenge in 2010, the

company has already avoided over $237 million in energy
costs and reduced 1.8 million metric tons of carbon
emissions in 73 of its U.S. facilities.
• Safe and eco-friendly vehicles Safety is GM’s main priority
when designing and building new vehicles. The company
focuses on producing the safest cars in the industry. It is the
only automaker to receive five-star safety ratings for 19 of
its 2016 vehicle models. Chevrolet Volt has been awarded
the ‘Green Car of the Year’ award for the last two years.
• Strong brand portfolio Currently, General Motors sell its
vehicles under 10 different brands: Chevrolet, Buick, GMC,
Cadillac, Opel, Vauxhall, Holden, Baojun, Wuling, Jiefang.
• Rare product recalls Recalls are inevitable for any
automaker due to a complex manufacturing process,
thousands of parts and sophisticated software used. General
Motors is no exception, the company had a large recall in TREY 8
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 Weaknesses
• Dependence on U.S. to generate most of the
revenue
• General Motors is the U.S. based automaker,
which like most of its competitors, rely on its home
market to generate most of the revenue
• Brand awareness
• As mentioned earlier, huge brand portfolio
increases the company’s core brand dilution. It
also adds to the fact that General Motors doesn’t
sell any product using its own company name.
• Reliance on pickup trucks and SUVs for profit
• While General Motors offers a balanced portfolio of
small, mid-sized and large cars, crossovers, SUVs,
and trucks, it mainly relies on large vehicles such
as SUVs and pickup trucks to generate most of the
profits. TREY 9
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 Opportunities
• Low fuel prices are increasing the demand for pickup trucks and SUVs
• Currently, fuel prices are the lowest in a decade. Such situation has encouraged
consumers to buy big fuel-inefficient vehicles such as SUVs and pickup trucks.
• Timing and frequency of the new model releases
• The market share of the automotive companies is significantly impacted by the timing
and frequency of new model releases.
• Demand for autonomous vehicles
• Currently, nearly 33 companies are working on autonomous vehicles.[10] Few of them,
including Google, Ford and Tesla, are testing their autonomous vehicles on the roads
and none of them are selling these cars to the general public.

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Threats
• Increased competition
• General Motors is faced with an ever increased competition from the traditional automotive
companies, the new players and saturation of its main markets.
• The rising U.S. dollar exchange rate
• Over 37% of General Motors revenue come from the international markets, which means that
the company has to convert foreign currencies to U.S. dollar in order to calculate its revenues
and send profits back to the U.S.
• Increasing government regulations may raise the costs
• Many governments around the world are committed to reducing the greenhouse gas emissions
and are encouraging fuel efficiency initiatives.
• U.S. automotive market is poised to slow down or even decline
• In the U.S., 2015 and 2016 were the best years for automotive industry since 2007. New vehicle
sales have increased on average by nearly 6% each year.

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 Rebranding strategy
• Focus on Technology and Innovation One of the cornerstones of
Chevrolet’s rebranding has been its embrace of new technologies,
especially in the areas of electric vehicles (EVs), autonomous
driving, and connected car technologies. The global automotive market
has been shifting towards electric mobility, and Chevrolet has
positioned itself as a forward-thinking brand by developing EVs such as
the Chevrolet Bolt EV and its future plans for electric SUVs and
•EVtrucks.
Market Leadership: The rebranding has focused on pushing the brand towards leadership in the electric vehicle
space.
•The Chevrolet Bolt EV became one of the most accessible and affordable electric cars in the market, and this effort
aligns Chevrolet
•with a greener, more sustainable automotive future.
•Autonomous Driving:
•In collaboration with GM’s investment in Cruise,
•a company focused on autonomous vehicle technology, Chevrolet has incorporated self-driving features into its
•narrative of innovation and future mobility.

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• Shift in Brand Image and Design Insert or Drag & Drop your photo

•Logo Modernization: Chevrolet’s famous “bowtie”

logo has been subtly modernized in terms of design,
representing the brand’s
•evolution while maintaining its legacy.
Chevrolet’
•Updated Design Language: The rebranding
strategy has also involved refreshing the design of s
Rebrandin
Chevrolet's vehicle lineup, giving them a more
aerodynamic, tech-forward look to appeal to
younger consumers, while still retaining the

g Strategy
robustness that older customers associate with the
brand.

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 • Appealing to Younger and Diverse Audiences:
Chevrolet’s rebranding has taken deliberate steps to reach a younger demographic and more
diverse markets:
• Millennials and Gen Z: Chevrolet has placed an emphasis on catering to younger consumers
by introducing vehicles that resonate with their values, such as sustainability, cutting-edge
technology, and affordability. Advertising campaigns have shifted from traditional channels to
social media, digital platforms, and influencer partnerships to engage these audiences.
• Diversity in Product Lineup: To appeal to a more diverse range of buyers, Chevrolet has
expanded its range of products to include more compact cars, crossovers, and affordable
options. This includes vehicles like the Chevy Trax and Equinox, designed for urban and
young families.
•Localized Products: Chevrolet has introduced vehicles that are tailored to specific international markets, such as
• Globalization of the Brand
China and
•Latin America, by adjusting the product offerings to local tastes and preferences. For instance, smaller
• sedans and SUVs have been launched for emerging markets.
•Brand Messaging: The brand’s messaging has become more globalized, focusing on
•Chevrolet as a brand that offers value, durability, and modern technology that transcends borders.

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• Marketing and Advertising Strategy
• Chevrolet’s rebranding has been supported by a major shift in its marketing strategy:
• Digital Transformation: The brand has embraced a more digital-first approach, using data-
driven marketing campaigns to target specific consumer segments more effectively. This
includes personalized marketing and leveraging big data to understand customer preferences
and behavior.
• Emotional Storytelling: Chevrolet’s advertisements have focused on emotional
storytelling, often highlighting themes like family, adventure, and innovation. This is seen
in campaigns like "Find New Roads," which encourages consumers to see Chevrolet as a partner
in their journeys, both literal and figurative.
• Partnerships and Sponsorships: The brand has also engaged in high-profile partnerships,
including sponsorship of major events such as NASCAR, further cementing its reputation in
motorsports while expanding its presence in new entertainment avenues.

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Bank Audit
is a comprehensive analysis of a brand’s current
position in the market, its strengths, weaknesses,
and opportunities for improvement. A brand audit for
Chevrolet would involve evaluating its brand image,
market position, customer perception,
communication strategies, and overall brand
performance. Below is a detailed brand audit of
Chevrolet, one of the most iconic automotive brands
globally.

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Brand Elements:
•Name: Chevrolet (commonly known as
Chevy)
•Logo: The iconic “bowtie” logo, instantly
recognizable and synonymous with
Chevrolet.
•Slogan: "Find New Roads" (current
slogan), which reflects the brand’s
emphasis on innovation, adventure, and
exploration.
•Colors: The primary colors used in
Chevrolet branding are gold and blue, Positioning:
representing strength, reliability, and
• Chevrolet has positioned itself as a brand
quality. that offers reliable, durable, and affordable
vehicles with a strong focus on innovation.
The brand appeals to a broad range of
customers, from young families and
environmentally conscious buyers to truck
enthusiasts and performance car lovers. Its
positioning strategy focuses on providing a
combination of American heritage,
technological innovation, and value.

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Brand Performance
• Market Share and Sales:
• Global Presence: Chevrolet is present in more than 100 countries, with key markets in the
U.S., Latin America, and China.
• U.S. Market Share: Chevrolet has a significant market share in the U.S., particularly strong in
the truck and SUV segments.
• Declining Sedan Market: While Chevrolet’s trucks and SUVs continue to perform well, it has
seen a decline in demand for sedans, mirroring overall market trends.
Financial Performance:
• Chevrolet’s financial performance is closely tied to that of its parent company, General Motors.
In recent years, GM has invested heavily in electric and autonomous vehicle development, and
Chevrolet is a key part of these plans. However, traditional gasoline-powered vehicle sales still
make up the bulk of Chevrolet’s revenue.

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Chevrolet involves revisiting its
customer segments and aligning
them with the brand's unique
value propositions and
differentiators in a changing
automotive landscape. Chevrolet,
as a broad-based automaker, has
historically targeted a wide range
of customers. However, to stay
competitive and grow in the face
of new trends like electric
mobility, changing consumer
preferences, and technological
advancements, it needs to
redefine its target market
segments with precision. Here's a
detailed look at how Chevrolet
can redefine its target market:

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Current Value Propositions and Differentiators of Chevrolet
Chevrolet needs to redefine its target market by aligning its unique value propositions—
heritage, affordability, EV leadership, and diverse products—with new consumer trends.
Here’s a brief overview of the key redefined target segments:
• Eco-Conscious Millennials and Gen Z
• Who they are: Young, urban, environmentally conscious buyers aged 18-35.
• Value Proposition: Affordable EVs like the Chevrolet Bolt EV, sustainability, and
tech features.
• Marketing: Highlight green credentials and use digital influencers on social media.
• 2. Suburban Families
• Who they are: Middle-income families, aged 30-50, seeking space, safety, and
reliability.
• Value Proposition: SUVs like the Equinox and Traverse offer family-friendly features
at competitive prices.
• Marketing: Focus on safety, space, and everyday family use in campaigns.
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• Who they are: Aged 25-45, tech
enthusiasts interested in electric and
autonomous vehicles.
• Value Proposition: Chevrolet’s EV lineup,
like the Bolt and Silverado EV, offers
innovation and affordability.
• Marketing: Highlight cutting-edge tech,
sustainability, and EV leadership in digital
tech media.
• 4. Outdoor Enthusiasts
• Who they are: Aged 25-55, adventure
lovers needing rugged, durable vehicles.
• Value Proposition: Silverado and
Colorado trucks, along with off-road SUVs,
provide power and versatility.
• Marketing: Showcase adventure-focused
content and outdoor partnerships.

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Performance Enthusiasts
• Who they are: Primarily male, aged 25-50, passionate about
performance and speed.
• Value Proposition: Iconic models like the Camaro and Corvette
offer high performance at accessible prices.
• Marketing: Engage through track events, car shows, and auto
influencer partnerships.

Marketing Channels
• Digital: Use social media (Instagram, TikTok, YouTube) for younger
and tech audiences.
• Experiential: Host EV test drives, off-road challenges, and
performance car events.
• Partnerships: Sponsor sports, outdoor events, and tech
conferences to reach different segments.

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• Evaluate Existing Service Offerings
• Vehicle Sales
• Current Offerings: New car sales (various
models), Certified Pre-Owned (CPO) vehicles,
trade-in options, online purchase options.
• Key Metrics: Sales volumes, customer
satisfaction scores (CSAT), market share,
pricing competitiveness, inventory turnover.
• Areas for Evaluation:
• Is the pricing structure competitive compared
to other automakers?
• How seamless is the digital buying
experience? Are virtual tours or online sales
consultations available?
• Customer perception of value in CPO vehicles.

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• After-Sales Service (Maintenance &
Repairs)
• Current Offerings: Regular maintenance,
repair services, warranties, extended
warranties, roadside assistance, online
service scheduling.
• Key Metrics: Service satisfaction scores,
service center availability, average service
time, warranty claim rates.
• Areas for Evaluation:
• Are there sufficient service centers? How do
they perform in terms of convenience and
quality?
• What are the response times for repairs and
routine maintenance?
• How easy is it for customers to schedule
services, either online or via an app?
• Customer feedback on the cost of services.

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This Photo by Unknown Author is licensed under CC BY-SA TREY 24
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• Chevrolet's Connected Services (OnStar and App Services)
• Current Offerings: In-car Wi-Fi, vehicle health diagnostics, remote access (start/stop,
lock/unlock), GPS tracking, OnStar emergency services.
• Key Metrics: Subscription rates, feature usage rates, customer feedback, technical issues.
• Areas for Evaluation:
• How does Chevrolet's connected service technology compare to competitors like Ford’s Sync or Tesla’s
software?
• Are there complaints about the interface, reliability, or pricing of connected services?
• Is there room for new features based on customer behavior and expectations?
• Identify Areas for Improvement
• Based on your evaluation of Chevrolet's services, some areas for improvement could include:
• Digital Experience Enhancement
• Service Speed and Efficiency
• Customer Loyalty Programs
• Sustainability and Green Initiatives

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• Autonomous and EV Services
• Develop services tailored to the growing
market for autonomous and electric vehicles.
These could include: Insert or Drag & Drop your photo
• Remote diagnostics for autonomous vehicles.
• Specialized maintenance services for electric
drivetrains and battery systems.
• Charging network partnerships or proprietary
home charging systems for EVs.

Subscription Services
•Explore the possibility of offering
Opportuni
subscription-based car ownership services
where customers can switch between
different models on a monthly or quarterly
ties for
basis (similar to programs like Care by Volvo
or Porsche Passport).
•Subscription services could also include
Innovation
maintenance, insurance, and connectivity
services bundled into one package.

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Customer-Centric Innovation
• Customer Feedback Loops: Regularly solicit customer
feedback through post-service surveys, focus groups, or
social media to identify pain points and unmet needs in
the service experience.
• Convenience Innovations: Offer services like valet pick-up
and drop-off for service appointments or expand
concierge services for high-end models, which could add
significant value to the ownership experience.
• Sustainability: Create more eco-friendly service options
(e.g., offering biodegradable cleaning supplies or electric
loaner cars) that align with the brand’s growing focus on
electric and environmentally conscious vehicles.

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Pilot Launch
The pilot launch of Chevrolet in India
would require careful planning, given
the company's past experience in the
country and the evolving automotive
market. Chevrolet, a General Motors
(GM) brand, exited the Indian market
in 2017 due to declining sales and
high competition, but a re-entry
strategy would need to be aligned
with current consumer preferences,
regulatory frameworks, and
technological advancements in India.
Here's a structured approach to a
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Market Research and Understanding Consumer
Needs
• Before launching, it’s crucial to conduct extensive market research to
understand the Indian automotive market and consumer preferences:
• Indian Market Landscape
• Market Size and Segments: India is one of the world’s largest
automotive markets, with demand driven by the middle class,
urbanization, and the growing preference for SUVs and electric
vehicles (EVs).
• Segment Preferences: Hatchbacks, compact SUVs, and mid-sized
sedans dominate the Indian market, with increasing interest in electric
and hybrid vehicles.
• Competitor Analysis: Key players like Maruti Suzuki, Hyundai, Tata
Motors, and Mahindra have a stronghold in affordable segments, while
global brands like Kia and MG Motor have had successful entries with
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Consumer Expectations
• Price Sensitivity: Indian buyers are highly price-conscious, with a strong
preference for value-for-money offerings. Competitive pricing with
strong after-sales service will be critical.
• Fuel Efficiency: Due to rising fuel costs, fuel-efficient vehicles—either
petrol, diesel, or electric—are in demand.
• Technology and Safety: Indian consumers increasingly value modern
features like infotainment systems, smartphone connectivity, safety
features (airbags, ABS, etc.), and electric options.
• Resale Value: The used car market is significant in India, and vehicles
with strong resale value are preferred by buyers.

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 Key Focus Areas for Pilot Launch
Product Lineup
• Chevrolet should introduce models that are specifically tailored to Indian preferences.
Consideration should be given to both internal combustion engine (ICE) vehicles
and electric vehicles (EVs):
• Compact SUVs: This is the fastest-growing segment in India. Chevrolet could
consider launching a compact SUV in the Rs 8-15 lakh ($10,000-$20,000) price range,
similar to competitors like the Hyundai Creta or Kia Seltos. Chevrolet's Trax or a
reworked version of the Chevrolet Trailblazer could fit this category.
• Hatchbacks and Sedans: Given the dominance of Maruti Suzuki and Hyundai in the
affordable hatchback space, Chevrolet could reintroduce models like the Beat or Sail
but with upgraded features and more fuel-efficient engines.
• Electric Vehicles: There is growing interest in EVs in India, particularly driven by
government subsidies and initiatives. Chevrolet could explore introducing the
Chevrolet Bolt EV, positioning it as an affordable, city-centric electric vehicle for
urban commuters.
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• Localization and Affordability
• Local Manufacturing: Partnering with local
manufacturers for production (as GM has done in the
past with facilities in Talegaon) would help reduce
costs and meet competitive pricing demands.
• Parts Localization: To keep prices low and improve
serviceability, Chevrolet should focus on high levels
of parts localization. This can help not only in pricing
but also in building a reliable service network with
easy access to spare parts.
Strong After-Sales Service Network
A strong after-sales service network is essential for
building trust, especially in a price-sensitive market like
India. Chevrolet’s previous experience highlighted the
importance of:
•Building a reliable service center network, including
both metro and Tier-II, Tier-III cities.
•Offering long warranty periods (up to 5 years) and
comprehensive maintenance packages to ease
ownership costs.
•Training local technicians to handle both ICE vehicles
and EVs, ensuring high-quality service delivery.
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Go-to-Market Strategy
• Phased Rollout
• Start with a phased pilot rollout in key metropolitan cities such
as Delhi NCR, Mumbai, Bengaluru, Chennai, and Pune,
where the demand for new vehicles (particularly compact SUVs
and EVs) is high. These regions also have better infrastructure
for electric vehicles and a tech-savvy audience.
• After assessing the market response and refining the approach,
Chevrolet can expand to Tier-II cities such as Ahmedabad,
Hyderabad,
Targeted and Lucknow.
Marketing
•Digital Campaigns: Given India’s growing internet penetration
and the importance of social media, Chevrolet should launch strong
digital campaigns on platforms like Instagram, YouTube, and
Facebook. Partnering with influencers and automotive
reviewers will also help boost visibility.
•Localized Advertising: Use regional languages in marketing
campaigns to connect with customers across India, tailoring the
message to resonate with local culture and values.
•Test Drives and Experience Zones: Create mobile test drive
units or “pop-up showrooms” in malls and IT parks, where potential
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buyers can experience the vehicles firsthand, particularly in high
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• Leverage Financing Options
• Partner with leading banks and financial institutions to
offer attractive financing and leasing options. Given the
price sensitivity of Indian consumers, low down
payments, flexible EMI options, and competitive
interest rates will be crucial to driving sales.

• d. Focus on Sustainability
• Chevrolet can position itself as an eco-conscious brand
by promoting electric vehicles and low-emission petrol
and diesel variants. Highlight sustainability initiatives,
such as:
• Recycling programs (e.g., battery recycling for EVs).
• Use of eco-friendly materials in vehicle production.
• Collaborations with charging infrastructure companies to
expand the EV ecosystem.

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Partnerships and Collaborations
• To ensure a successful pilot launch, Chevrolet
should explore collaborations with various
stakeholders:
• Dealership Partnerships: Establish
partnerships with trusted dealer networks to
facilitate vehicle distribution and service
provision.
• Charging Infrastructure Providers: For
electric vehicles, partner with charging
infrastructure companies such as Tata
Power, Ather Energy, or state utilities to create
a reliable charging network.
• Fleet Partnerships: Collaborate with
companies like Uber, Ola, and Zoomcar to
provide Chevrolet cars as fleet options, which
could be beneficial for gaining exposure in the
market.

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• Sales Performance Metrics. Customer Satisfaction Index (CSI)
•CSI Score: Measures how satisfied customers
Global and Regional Vehicle Sales Total Units
Sold: The number of vehicles sold in a specific are with their overall experience, including
time frame (e.g., annually or quarterly) is a vehicle quality, service experience, and
primary metric of performance. This can be dealership interactions. A higher CSI score is
broken down by: Model: Chevrolet Silverado, indicative of customer loyalty and repeat
Equinox, Traverse, etc.Segment: SUVs, sedans, business.
trucks, electric vehicles (EVs), etc.Region: North •Customer Complaints: Track the number of
America, South America, Europe, China, and complaints and common issues raised by
other international markets.
customers regarding both products and
• Electric Vehicle (EV) Sales services. Recurring issues could signal a need
• Number of EVs Sold: Particularly with for product improvement or better service
models like the Chevrolet Bolt EV, this protocol
indicates how Chevrolet is performing in the Net Promoter Score (NPS)
growing electric vehicle market. •NPS Score: Measures customer loyalty and the
• EV Market Share: Chevrolet's share of the likelihood that customers will recommend
EV market globally or in key markets like the Chevrolet to others. A higher score suggests
U.S., China, or Europe. stronger brand advocacy.
c. Service Satisfaction Score
•Service CSAT: How satisfied customers are
with Chevrolet’s after-sales service, including
maintenance, repair, warranty claims, TREY
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Financial Performance Metrics
Revenue and Profitability
Product Quality Metrics
• Total Revenue: Chevrolet’s contribution to a. Reliability Ratings
General Motors (GM) in terms of revenue. •J.D. Power Vehicle Dependability Study
This can be broken down by: (VDS): Chevrolet’s performance in this study is
• Vehicle Sales: Revenue from selling vehicles. a key indicator of the brand’s reliability and
• Service Revenue: Income from after-sales long-term durability. It tracks the number of
services such as maintenance, repairs,
warranties, and accessories. issues reported by owners after three years of
ownership.
• Profit Margin: The profitability of Chevrolet •Initial Quality Study (IQS): Chevrolet’s
vehicles, particularly in key segments like ranking in this J.D. Power study, which
SUVs, trucks, and EVs. This metric reflects how
efficiently Chevrolet is operating and measures the number of problems experienced
controlling costs. during the first 90 days of ownership.
Warranty Claim Rates
• Earnings Before Interest, Taxes, •Frequency of Warranty Claims: Measures
Depreciation, and Amortization (EBITDA):
how often Chevrolet vehicles require repairs
This financial metric provides a clear view of
Chevrolet's operational profitability. covered under warranty. High warranty claims
can signal quality issues.
•Cost per Warranty Claim: The average cost
incurred by Chevrolet for each warranty claim.
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 Chevrolet Re-Entry Plan for India
• The re-entry of Chevrolet into the Indian
market requires a multi-faceted
approach focused on product
innovation, market alignment, customer
engagement, and a comprehensive
marketing campaign. Given Chevrolet's
exit in 2017 due to underperformance
and stiff competition, the re-entry plan
needs to address past challenges and
align with current market trends,
especially in segments like compact
SUVs, electric vehicles (EVs), and
affordable sedans.

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Strategic Product Offerings
Product Lineup for India
1.Compact SUV (Core Focus):
1. Chevrolet Trax or Chevrolet Trailblazer (localized versions): Compact SUVs are one of the fastest-
growing segments in India. These models would compete with popular vehicles like Hyundai Creta, Kia
Seltos, and Tata Nexon.
2. Price Range: ₹10 lakh to ₹18 lakh ($12,000 to $22,000), with multiple variants to target both the
premium and budget-conscious buyers.
2.Affordable Hatchback/Sedan:
1. Chevrolet Beat 2.0 or Sail (refreshed versions): The small car segment still holds strong appeal,
especially in Tier-II and Tier-III cities.
2. Price Range: ₹6 lakh to ₹9 lakh ($7,000 to $11,000), with a focus on fuel efficiency, affordability, and
safety.
3.Electric Vehicle (EV) Offering:
1. Chevrolet Bolt EV or a localized affordable EV: India is increasingly leaning towards electric
mobility. This model could serve urban drivers, with a range of 300 km per charge and access to
government EV incentives under FAME II.
2. Price Range: ₹15 lakh to ₹20 lakh ($18,000 to $24,000).
4.Commercial Vehicles:
1. Chevrolet Colorado (Pickup Trucks): Target small businesses, the agricultural sector, and commercial
operations, aligning with the needs of the Indian market for durable utility vehicles.
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 Market Re-Entry Strategy

Market Re-Entry Strategy

Phased Rollout • Partnerships
Start with a pilot launch in key metropolitan • Local Dealerships: Re-establish partnerships
cities like Delhi, Mumbai, Bengaluru, and with trusted Indian dealerships and service
Pune. These cities have strong demand for centers, ensuring wide geographical coverage.
both compact SUVs and electric vehicles, • EV Charging Networks: Collaborate with
as well as the infrastructure to support companies like Tata Power, Ather, and
early EV adoption. government entities to expand EV charging
Phase 1: Launch compact SUV and EV infrastructure.
models in metro cities. • Fleet Operators: Partner with fleet services like
Phase 2: Expand into Tier-II and Tier-III Ola, Uber, and Zoomcar for potential bulk EV
cities with more budget-friendly models sales, helping gain traction for Chevrolet’s EV
(refreshed Beat/Sail) and build a robust portfolio
dealership network.
Phase 3: Nationwide availability, focusing
on both urban and semi-urban markets,
with expanded product lines and services.
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Comprehensive Marketing Campaign The success of Chevrolet's re-entry
will depend largely on an impactful marketing campaign that not only
reintroduces the brand but also rebuilds trust with Indian consumers. The
campaign should focus on creating a fresh, innovative image of
Chevrolet, aligned with modern values like sustainability, affordability
1.Teaser Phase (Pre-Launch)
1.Objective: Build excitement and curiosity about Chevrolet’s return.
2.Strategy: Launch a teaser campaign, highlighting “The Legacy Returns” theme,
showcasing the evolution of Chevrolet and its innovative new models.
3.Media:
1.Social media teasers (Instagram, Twitter, YouTube).
2.Short TV commercials.
3.Outdoor billboards in key cities.
4.Digital Engagement: Create a microsite with countdown timers and teaser
videos, inviting people to pre-register for test drives or early access.

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Launch Phase
• Objective: Establish Chevrolet’s re-entry with strong product launches and
consumer engagement.
• Strategy:
• Showcase the launch of the Chevrolet Trax/Trailblazer and Bolt EV, focusing on
innovation, safety, and value.
• Promote the compact SUV as a game-changer in the segment, and emphasize the EV as
part of India’s green revolution.
• Media:
• TV and radio ads featuring celebrity endorsements and popular influencers.
• YouTube product reveals with detailed features and specs.
• Digital ads on Google, Instagram, and Facebook, targeted by city and demographi

• Experiential Marketing:Test Drive Campaigns: Set up mobile showrooms and

test drive zones in malls, IT parks, and major public spaces.
• Pop-up Stores: Create pop-up stores in high-traffic areas to let potential buyers
experience the vehicles up close.
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 Post-Launch (Sustained Engagement)

• Strategy:
•Search Engine Optimization
• Continue promoting key differentiators, such (SEO): Ensure Chevrolet’s new
as 5-year warranties, low ownership website is optimized to rank highly
costs, and strong resale value.
• Focus on after-sales service and building
for automotive-related searches
trust with new buyers. (e.g., “best SUVs under 15 lakhs”).
• Media: •Pay-Per-Click (PPC) Campaigns:
• Customer testimonial videos, showcasing Run Google ads targeting keywords
satisfied Chevrolet owners. around compact SUVs, EVs, and
• Influencer collaborations, focusing on the
driving experience and technology of affordable cars. Retarget ads to
Chevrolet cars. visitors who have shown interest in
• Regional language advertising for expansion Chevrolet.
into Tier-II cities.
•Lead Generation: Use Facebook
and Instagram lead ads to collect
pre-launch interest and enable
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Social Media Campaigns
• #ChevyReturns: Launch a Content Marketing
hashtag campaign across Twitter, •Blog and Video Content:
Instagram, and Facebook to create Create content around topics like
buzz around Chevrolet’s return.
“Why Choose an Electric Vehicle”
• Influencer Marketing: or “The Future of Compact SUVs,”
Collaborate with popular Indian positioning Chevrolet as a thought
automotive YouTubers and
leader.
influencers to review new
Chevrolet models and provide real- •Vehicle Comparison Tools:
world driving experiences. Develop online tools to help users
compare Chevrolet models with
• User-Generated Content (UGC):
Encourage existing Chevrolet competitors, highlighting
owners in India to share their advantages like fuel efficiency,
experiences through a dedicated safety features, and price.
UGC campaign, offering incentives
like free service or merchandise. TREY
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• Dealer Partnerships
• Rebuild strong dealer partnerships, ensuring wide Monitoring and Feedback
geographic coverage.
Mechanism
• Provide dealers with extensive training on new
models, including EVs, to ensure they can offer a •Customer Feedback Loop: Create a
seamless sales experience.
customer feedback system to continuously
• After-Sales and Service gather data on customer satisfaction, vehicle
performance, and service quality.
• Service Promise: Offer a 5-year warranty or 1
•Analytics Dashboard: Use digital tools to
lakh kilometer warranty to build customer trust.
monitor sales, website traffic, social media
• Service Centers: Expand service networks in all engagement, and campaign performance in
key regions, ensuring a strong presence in both real time, allowing Chevrolet to make data-
metro and semi-urban areas.
driven adjustments to its strategy.
• Service Camps: Conduct free service camps in
smaller cities and towns to demonstrate
Chevrolet's commitment to customer care.

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 Conclusion

• Chevrolet’s re-entry into India can be successful with a well-structured

plan that focuses on localized products, strategic market
segmentation, and a customer-centric approach. By leveraging modern
digital marketing strategies, building strong partnerships, and offering
high-value vehicles in popular segments like compact SUVs and EVs,
Chevrolet can rebuild its brand and regain consumer trust. The phased
rollout, combined with a robust marketing and service strategy,
ensures that Chevrolet can address both immediate and long-term
goals, securing a strong foothold in the competitive Indian automotive
market.

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Thank You

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