GM's Ed Peper promises Chevrolet will gain market share in 2009
Click above for a gallery of the 2008 Chevy Malibu
Here we are, not yet through the first month of the new year, and Ed Peper, vice president at Chevrolet, is already predicting that the Bowtie brand will increase market share in 2009. What evidence does he submit to arrive at this early conclusion? Last year, Chevy managed to post an increase of six-tenths of a point in retail share in 2008, despite the horrible market conditions late in the year, with the Malibu leading the charge by increasing sales by nearly 40% over the previous generation.
The latest Malibu is certainly a good place to start, and Peper believes that the updated Equinox crossover will make similar inroads in the market. Peper also points to wins by the Malibu and Silverado in recent J.D. Power Initial Quality studies as proof that the brand's products are improving and are comparable to their import competition. These wins are a good place to start, and Peper says the brand will continue to heavily market its best products, but we maintain that it's a bit early to be tooting one's horn with only a half of one month's sales in the books.
Gallery: 2008 Chevy Malibu
[Source: Automotive News - sub. req'd]
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Reader Comments (Page 1 of 2)
Dude 1:01PM (1/21/2009)
Adding the Camaro to the lineup will help too. That's a 100,000+ sales that did not exist last year.
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ken_aisin 1:26PM (1/21/2009)
Adding the Volt will help too. Too bad we won't get it till 2011.
Sea Urchin 1:41PM (1/21/2009)
100,000+???? How many Mustangs does Ford sell a year?
Dude 2:59PM (1/21/2009)
"How many Mustangs does Ford sell a year?"
Ford has been pushing between 130,000-150,000 cars out for a log time. The 2009 is limited to 45,000 cars, but that's because of the early intro of the 2010 model.
Judy Zik 3:40PM (1/21/2009)
This is an easier thing to promise than you might think. With Chrysler on the ropes Ford and GM have been picking up former Chrysler SUV and Truck buyers. Add in the sucess of the Malibu and a new model or two and I would be suprised if Chevrolet didn't pick up market share.
Chase 1:05PM (1/21/2009)
Yup, I'd believe it. There are now plenty of GM models which are smart to pick over competition.
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Alex 1:30PM (1/21/2009)
I insisted on getting the Malibu LT as a rental. The car is fantastic!
It looks very good on the outside.
Interior quality is great, and seats are very comfortable: not to soft, but properly shaped.
The suspension is compliant, yet not floaty, if a bit loud. The 4-cyl engine is a bit dull, but is quite sufficient for everyday driving.
All in all, great car.
IOMTT 1:06PM (1/21/2009)
If they are talking market share, it is feasible GM could gain market share and actually sell less vehicles this year depending on how other competitors fare.
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TomdeTomTom 5:37AM (1/22/2009)
Exactly what I am thinking! If you look at Corolla, Civic, and Camry sales in November and December, they are only 50 to 60 percent of their May and April sales numbers. All the Malibu has to do is not drop off like those models did with the economic slump like they did (it is still up by a lot) and it will do great. Add the Chevy Traverse and the new Buick models and it's easy to gain ground simply by holding it (or attrition sucked from Chrysler's lost 50% December numbers)
When the Malibu refresh coming? Make that one more a Ford Fusion's refresh instead of the Camry's and it's sure to keep momentum.
jc 1:10PM (1/21/2009)
Since the Malibu is doing so well they should do a more stylish two door version.
Monte Carlo?
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Torrent 1:21PM (1/21/2009)
kinda like this one?:
http://farm4.static.flickr.com/3161/2900833118_3951401cb9_o.jpg
I think it should just be called the Malibu Coupe. (like accord coupe, altima coupe, etc. Oh wait. That's all. Even more reason to get into the category, I guess...)
P.V. 1:37PM (1/21/2009)
@Torrent:
That actually looks pretty hot. It kinda reminds me of the 2nd-generation Acura Legend Coupe from the side (and that's a compliment).
Anyway, while the Malibu is a good car, it is (IMO) by no means class-leading (as many say it is). While the powertrain is quite nice and interior room is good, the interior materials/build quality still needs quite a lot of work (despite having made huge strides compared to previous Malibus).
Even if these improvements are made to the Malibu and the Equinox is as good as it's supposed to be, I still can't see them taking away market share anytime soon from the (respective) class sales-leaders (the Camry and CR-V).
It's not that I don't want Chevrolet to gain market share, it's just that given the current economic condition and perception of GM (not necessarily reflective of actual quality), it will be a long hard slog to do so.
Sea Urchin 1:42PM (1/21/2009)
@ Torrent
Now that's a nice looking Car
Mazda FTW! 1:53PM (1/21/2009)
Torrent - When I read the comment about a Malibu 'coupe' thats exactly what I pictured (minus those wheels). That would be so hot. I'd update the tailights a bit, shorten the wheelbase and make it into a nice GT cruiser type coupe. Lovely.
The Malibu is currently one of my most fav designs on the road. It's like the Mazda3 design (first-gen). Simple, classy and timeless.
DKB_SATX 2:54PM (1/21/2009)
P.V.: While the easiest way to improve its % market share is to take share from the leaders (reducing their numbers while increasing Chevy's numbers) it's also possible to build share to a certain degree by being "better than the rest" as opposed to "better than the best." If the Malibu can take a few sales for each of the Altima, Sonata, Optima, Fusion/Milan, and Sebring, it doesn't have to win in every comparison with the Accord and Camry to improve its share. Likewise with the Equinox.
Pokey 3:49PM (1/21/2009)
Why not call the 2-door Malibu a Chevelle?
Erik 1:16PM (1/21/2009)
With the reduction in sales to rental/fleet (both % and #), just maintaining market share would be a good thing. Increasing it would be quite impressive. I'll wait for the numbers before congradulating anyone though.
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IOMTT 1:22PM (1/21/2009)
One other thing in the article that bugs me is JD Power's "initial quality". Initial quality is an oxymoron. Anyone with a new car will have positive feelings towards it and want to justify their purchase. Get me some feedback from owners of 7 to 10 year old cars with over 120,000 miles. I love people that say the new this or that has a higher reliability rating. Based on what? Are people really fooled to put stock in research like that? I hope the initial quality turns out to be long term quality since I am seriously considering only buying used cars from now on. Of course, the wife will get a new one!
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P.V. 1:42PM (1/21/2009)
Very true. My dad had the same feelings towards new cars that claimed to have great "initial quality" ratings. They'd better (unless they're the Chrysler Sebring/Dodge Avenger). Of course, the story changes when "initial quality" means "initial impressions about quality". For example, the new Honda Accord doesn't seem to use as high-quality materials in its interior and in the car itself; the plastics are hard and rough, a few pieces don't sit together properly, and there is way too much road noise inside. The Mazda 6, on the other hand (which my parents ended up buying), has much more smooth, soft, and pleasing plastics and other surfaces and has almost no panel misalignments; also, road noise is extremely minimal. Despite Honda having had an amazing reliability record for longer than Mazda, my parents figured that Mazda's recent strides in reliability placed it equal to a current Honda in that respect, thus justifying their decision.
nardvark 1:50PM (1/21/2009)
Most people only keep cars for 5 years. Therefore, initial quality is more important to them than 10 year reliability, if they're buying new cars. If you're buying a 5 year old used car, obviously the latter is more important.
That said, the two numbers are not completely decoupled. Sloppy build quality can lead to premature wear. It clearly doesn't effect things like whether or not your alternator will go the distance, because that's a third-party sourced part, but a culture of quality tends to address both issues.