Chevrolet loses more ground to its rivals in Europe as customers turn their backs to the automaker’s aging product lineup.
In Europe, Chevrolet is seen as a value-for-money brand and its Aveo subcompact and the Spark/Matiz minicar account for almost 50% of the company’s volume. But as Europe continues to plunge into the economic crisis, more customers choose affordable smaller cars, a move which should help Chevrolet’s sales.
From January to April sales of the Spark/Matiz dropped 37% to 12,245 units and the Aveo fell 44% to 10,235 units, according to data from JATO Dynamics. The fact that sales of Chevrolet’s best-selling models in Europe fell, also affected the brand’s sales in the region, which saw a decrease of 33% to 45,706 units in a market which fell 7%, according to ACEA.
GM said its Chevrolet unit barely saw an increase in global sales for the first quarter, amid the European economic slowdown. Chevrolet sold around 1,182,000 vehicles in the first three months of the year, with almost 1% more compared with the 1,181,000 vehicles sold during the same period last year.
In Europe, Chevrolet’s sales fell to 36,311 vehicles from 55,104 vehicles in 2012. These results are a clear sign of the challenges GM has to face to transform Chevrolet into a global brand.