• Feb 2, 2010
2011 Chevrolet Cruze - click above for high-res image gallery

Back in 2005, General Motors' Chevrolet brand wasn't much of a player in Europe. With the help of some re-badged Daewoo models and a bit of marketing effort, the Bowtie doubled its sales volume by 2008. That's no small feat in any market, much less a region as cutthroat competitive as Europe. The General's meat-and-potatoes marque even held relatively steady in 2009, as sales dropped 14 percent in the region mainly because of a 56 percent drop in sales in recession-plagued Russia. In Western Europe, Chevrolet saw a 7.8 percent increase in sales for the year, buoyed by various cash-for-clunkers programs in countries like France and the UK.

But while sales of 425,000 vehicles in a down year sounds like a nice story for Chevrolet, The General wants a lot more in the years ahead. Wards Automotive is reporting that GM is looking to move one million Chevy vehicles in Europe by 2015, more than doubling the volume of Bowtie branded sales in a mere six years. The General will reportedly stretch to achieve this goal by cutting down on re-badged Daewoo models and instead offering more global Chevy vehicles like the Volt, Spark, Cruze, Aveo and Orlando.

Some critics wonder if Chevrolet's success is coming at the expense of Opel. After all, while Chevy sales increased by nearly eight percent, Opel's fortunes dropped by nearly six percent. Not so, says Chevrolet Europe President Wayne Brannon. Brannon told Wards that the company's marketing data shows that Opel shoppers rarely cross the isle and shop Chevy.

Will the EuroGeneral reach its lofty goal of one million sales in 2015? We have no idea, but it seems like every automaker has some lofty sales goal for 2015, and we're thinking at least a few are destined for disappointment.

[Source: Wards Automotive – sub. req.]


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  • 29 Comments
      • 4 Years Ago
      that chevy cruze looks awesome plus i would pick it over the fiesta even tho they both look awesome i just think the fiesta is more euro-asian then i would like in terms of the looks department. this cruze blends perfect asian,american,european looks too perfection(or close too it).and ill wait too see what the new chevy cruze will look like when announced.
        • 4 Years Ago
        shut up dumbass read and get a brain maybe youd understand. why you nitpicking everything i type if you was any smart you wouldnt need me too explain basic things for you GOOD GRIEF.
        • 4 Years Ago
        What are you talking about? And the word you are looking for is "to." Good grief.
      • 4 Years Ago
      Never has a car looked like it was built for the rental fleet the way Cruze does. Its looks are just...cheap.

      Sorry GM, but with cars like Ford's new Focus coming, I don't think this plasticky thing has much of a chance.
      invisiblepigeon3
      • 4 Years Ago
      What's with cars either having a stupid grin like the Mazda 3 or a pissed off cow look like this and the new Hyundai? These "designers" all need to crawl back under whatever rock they came from and stop polluting the world with ugly cars like these. Seriously!

      Does anyone else get a little queasy at the though of this many vehicles being pumped out, the way that babies are pumped out? Like we don't have enough cars and people as it is! It'd be nice if the planned obscolecence cycles were longer, and things were done in a truly sustainable way: which is to say not buying things every year and tossing them on the garbage heap.

      How long before the next bubble pops?
        • 4 Years Ago
        @invisiblepigeon3
        Are your posts ever rated up? I'm not saying your views are wrong, but it seems they are the opposite of everyone else that enjoys automobiles.

        Regardless of how you feel about the Cruze, I think that it will be a great improvement on the Cobalt it replaces and 1000x better than the Cavalier prior to that. I'm just praying for an SS model that can turn lap times as quick as the Cobalt!
      • 4 Years Ago
      I'm sorry i know that I"m a Ford guy but this Chevy Cruze is flat out ugly. I really want GM to do well because I"m an American and i want the people who build these cars to have a job. I feel this car is like old already. I went to the Auto Show and like nobody was even looking at it. I know for some they will like it, but i really feel GM could have done better. A car has to grab you from the outside,or you'll never get a person in the inside. That my friends results in a lost sale. Best of luck GM and may God help you:)
      • 4 Years Ago
      Does Chevrolet in Europe offers diesel engines? I fail to see how Chevrolet can double its sales in the Continent when roughly half of the cars sold are powered by diesel.

      Hopefully a Chevy Cruze diesel engine for Europe will lead to a diesel version for the USDM.
      • 4 Years Ago
      they have a great line up coming. if they market it right they will make the 1 million mark
        • 4 Years Ago
        well Yardbird,
        Volume is important for many reasons - profit increases, brand recognition goes up and GM can pay back the government that much faster. Doesn't much matter to you, I realize; please, don't ever let common sense get in the way of your replies. ; )
        invisiblepigeon3
        • 4 Years Ago
        because quantity is more important than anything right? LOL
      • 4 Years Ago
      "the company's marketing data shows that Opel shoppers rarely cross the isle and shop Chevy. "

      Their marketing data said the same thing in the past about Pontiac, Oldsmobile, and Saturn too.
        • 4 Years Ago
        Platform engineering is a fact of life. Name one volume automaker that doesn't do it.
      • 4 Years Ago
      "The General will reportedly stretch to achieve this goal by cutting down on re-badged Daewoo models and instead offering more global Chevy vehicles like the Volt, Spark, Cruze, Aveo and Orlando. "

      This statement doesn't make any sense.

      Volt - GM
      spark - Daewoo
      Cruze - Daewoo
      Aveo - Daewoo
      Orlando - Daewoo

        • 4 Years Ago
        They are all part of GM. GM owns Daewoo. GM owns Opel. GM owns Holden. They are all GM brands. It would be stupid for a global company not to use their global resources. To do otherwise would be a complete waste of money.

        And much of the engineering work for the new Opel Astra was done by Daewoo. The final engineering and styling were performed by Opel. The Cruze may be a clone of the Daewoo Lacetti, but final engineering including powertrains was done in the U.S.
        • 4 Years Ago
        @ Jimbo

        > All those vehicles you listed are GM vehicles

        Actually they are Daewoo vehicles engineered by Daewoo, just like how Astra is an Opel.
        • 4 Years Ago
        @Jimbo

        Actually, he's right. Since the cars are Daewoo engineered, and just slightly tweaked for different markets, how are they NOT re-badged Daewoo cars?
        • 4 Years Ago
        It makes perfect sense. Daewoo is part of GM. All those vehicles you listed are GM vehicles; they will just be sold under different brands around the world.
        • 4 Years Ago
        Jimbo: I gave up sometime ago, trying educate these idiots that:

        Vauxhall is a GM brand
        Holden is a GM brand.
        Chevrolet is a GM brand
        Cadillac is a GM brand
        Daewoo is a GM brand
        Opel is a GM brand
        Buick is a GM brand

        Whether the car is engineered in Korea, Austrailia or Germany, IT IS STILL A GM CAR. Its all still GM's intellectual property. It was GM money that paid for the R&D of all these cars.

        Now, I could see if GM was rebadging Jaguars as Cadillacs, then you idiots would have something to bitch about. Otherwise you're just splitting hairs.

        Go bitch at VW for buying and rebadging Chrysler mini-vans.

      • 4 Years Ago
      Wishful thinking. Nobody care or even remember what goal GM set five years ago for today.
      • 4 Years Ago
      can they even sell 1M in the US?
        • 4 Years Ago
        Stupid comment, not even worth a response.
      • 4 Years Ago
      Chevrolets aren't good looking enough for the Euro market.
      Unless they cost less than the even uglier Asian cars, I don't think they will sell so well.

      European likes Opel models, and we might like even Cadillacs if GM has the balls to sell them in Europe (they do, but they are not well advertised)
      I saw one the other day in London and it was gorgeous, couldn't stop looking at it.
      • 4 Years Ago
      Crossing the "isle" is a bit tricky. After all, those pesky mountains always get in the way!

      Anyway, the more we see of the new Focus, the more crazy the Cruze's design looks. That's kinda worrying.
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