GM wants to build Chevys in Europe, move Opel upmarket
General Motors will begin producing Euro-market Chevrolet vehicles in Europe. This isn't happening tomorrow, but it will need to happen in the near future and Akerson knows it. This move will help reduce product shipping costs, boost European assembly plant activity and allow GM to gain ground with the Chevrolet brand in Europe.
In addition to the production change, GM will begin pushing Opel further upmarket. Opel will be positioned as a more premium brand, ideally go head-to-head with Volkswagen, while Chevrolet will become the entry-level brand for General Motors Europe.
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