Europe is saying buh bye to the American bowtie brand at General Motors’ behest; not that people across the Atlantic are showing Chevy much love anyway.
Chevrolet will exit the European market by the end of 2015, the company has officially confirmed. The choice to yank the Yankee brand is part of a plan to prop up other GM brands that will remain in the soft European auto market.
“Europe is a key region for GM that will benefit from a stronger Opel and Vauxhall and further emphasis on Cadillac,” said GM chairman and CEO Dan Akerson said in an official statement. “For Chevrolet, it will allow us to focus our investments where the opportunity for growth is greatest.”
Despite the move, GM will still market a selection of Chevrolet products to European buyers including the Corvette. When the brand was revived for the European market in 2005, it was meant to serve as a downmarket option. But it’s largely Korean-based models like the Spark shown above failed to win favor with customers against products better tailored to consumer preferences.
General Motors hopes sucking one of its brands back will help others take hold, but it might not be particularly helpful because Chevrolet wasn’t much of a hit in the first place. The company promises that it will continue to honor warranties, provide service and supply repair parts for current vehicles.
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