While General Motors has had major success in South Korea, Japan has eluded GM for some time. The American automaker is hoping to reverse that trend with the introduction of their Chevrolet Sonic small car, which will be positioned above domestic entrants like the Honda Fit and Toyota Yaris.
GM is launching a television campaign, a rarity for an American automaker, and pricing the Sonic at 1.89 million yen, or about $24,550. Japanese consumers consider a price tag of 2 million yen (about $26,000) as the cut-off for an “affordable” car. GM is hoping that the Sonic, which will only be offered in fully-loaded trim levels, will appeal to Japanese consumers that want to stand out from the crowd.
Chevrolet’s sales in Japan are minimal, but the brand has a high profile as an importer of quintessentially American vehicles like muscle cars and SUVs, which has given Chevrolet a cult following in Japan.
[Source: Automotive News]