People in the US just won't believe this.

Practically nobody in the UK knows about Chevrolet.



Awareness of car manufacturer's brands in the UK is interesting. Over the past 40 years the UK market has changed from 4 dominant suppliers to over 40 different brand names being available. In the 60s the UK market was dominated by British Leyland and Rootes brands, Ford and Vauxhall. Other European makes were lucky to have 2 or 3% of the market.



By the end of the 60s things in the UK began to change. Leyland decided to reduce the number of brands they'd sell and the number of dealers they'd supply. So UK car dealerships that lost their franchise started to sell European and Japanese makes. In the 70s Chrysler took over Rootes but quickly sold it along with Simca to the growing Peugeot/Citroen Group. People were then aware of American makes although they were not sold in the UK in any number. During the 80s both European and Japanese brands increased their market share.



During the 90s many cheap Far Eastern and East European cars started to sell in worthwhile numbers in the UK. Chrysler also returned to the UK and successfully niche marketed their MPV, SUV and later their PT. They are the only American made cars sold in any numbers in the UK.



UK car buyers are highly aware of the Chrysler brand. They know Ford is an American company. They are not particularly aware their top-selling UK brand Vauxhall is owned by GM. Vauxhall and Ford are the only manufacturers with a market share in double figures in the UK. The multitude of other makes seems to have soaked up Rover's lost share. There are so many brands a car buyer cannot be aware of them all.



So you had this funny situation. Chevrolet is showing an excellent ad on UK TV for their new Chevrolet Captiva. At the same time Chrysler have an ad for their new entry into the SUV market. The joke is buyers are known to be walking into UK Chrysler dealers to enquire about the Chevrolet. It can only be because of the difference in brand awareness. Luckily they find us and laugh it off. You see they both begin with 'Ch'. Today a man asked me if we sold 'chevettes'.



This may seem unbelievable to people in the US where the Chevrolet Impala is the number one selling domestic car. Chevrolet is the 3rd best selling car brand in the world.



Regards

Ralph



www.chevrolerreviewsandprices.co.uk