GENERAL Motors (GM) will withdraw most of its Chevrolet models from Europe by 2016 and concentrate on Vauxhall as its sole mainstream brand in the British market. GM blames the “challenging business model and the difficult economic situation in Europe” for the move.
Most of the Chevrolet models sold in Europe are sourced from the former Daewoo operation in South Korea but share their badge with big traditional American cars such as the Corvette.
That’s always been an awkward mix but some progress appeared to have been made in knitting these two diverse strands together with models such as the Cruze, a genuine world car produced around the globe that shares many of its parts with the Vauxhall Astra.
Selected US Chevrolet models such as the Corvette will continue to be sold in small numbers in Europe, and GM will have yet another go at establishing its luxury brand Cadillac here.
Several previous attempts, including the launch of the BLS, a Saab-based, European-sized Cadillac back in 2006, petered out without any real success.
Chevrolet is promising an orderly wind-down over a number of years. “Our customers can rest assured that we will continue to provide warranty, parts and services for their Chevrolet vehicles, and for vehicles purchased between now and the end of 2015,” said Thomas Sedran, president and managing director of Chevrolet Europe.
“We want to thank our customers and dealers for their loyalty to the Chevrolet brand here in Europe.”