While the core passenger brand is fleeing Europe to make room for Opel’s recovery, GM still sees the brand as its global ambassador. And what better alliance the US automaker could make than becoming a Disneyland official car?
The move has been made in GM’s largest auto market, China, where the local joint venture Shanghai General Motors and the Shanghai Disney Resort have announced a long-term commitment. The Chevrolet brand will become Shanghai Disneyland’s official vehicle, which means the parents could be enticed to buy one and the children could become long-time fans. Besides the Chevy vehicles on site, the brand would also be featured in the Magic Kingdom-styled theme park and the resort and Chevrolet would build together a stand-alone attraction for the US brand.
“Shanghai General Motors is committed to leveraging our global resources to provide the highest-quality products and services to the China market and Chinese consumers,” said Wang Yongqing, president of Shanghai General Motors. “Chevrolet is committed to becoming the automobile brand of choice among young people and young families with products that deliver a spirit of possibilities and optimism. This makes Chevrolet a perfect fit with Disney, and this relationship exemplifies our shared passion for world-class service and an exceptional consumer experience.”
The new marketing move comes as General Motors aims to improve sales in China, where the US automaker lost leadership among foreign brands to Volkswagen last year. Passing GM in China also secured for VW AG the second position when it comes to global sales, behind Japan’s Toyota.