Chevrolet expands network

Now in its third year, Dealer Drive, sponsored by Experian, will be held at the Millbrook Proving Ground in Bedfordshire on 24 May. The GM brand, which saw year-on-year sales increase by 14 per cent last month, is building a reputation for its value-for-money pricing strategy. Chevrolet's current network consists of 93 dealerships. The brand said it was looking for both solus and multi-franchise outlets to fill 23 open points located across most of the UK. Prospective dealers will find a network expanding in terms of volume, market share and profitability with an increasing product portfolio. Chevrolet has gained the reputation of being a carmaker with practical and stylish models with comprehensive equipment levels at affordable prices. It recently commissioned research which showed that while 86 per cent of British consumers considered themselves savvy shoppers, in reality very few knew the value of the items they bought. Chevrolet UK marketing manager Les Turton said: “Consumers need to become price-aware because if they don't know the price of a product, whether it's food or a car, then they don't know if what they're paying is value for money.” Following on from this research, the brand offered buyers savings of up to £2,000 on selected models during the March plate-change period. This resulted in Chevrolet's best-ever March sales, with 3,042 cars leaving showrooms during the month. Additionally, Chevrolet was voted the best value for money brand in the latest Auto Express Best and Worst Dealers 2007 survey. Auto Express said the brand delivered “great service at bargain prices”, following its 13-place leap in the overall dealer chart, the largest increase in this year's survey. Chevrolet UK's managing director, Rory Harvey, said: “The sales increase shows that customer awareness of the Chevrolet brand in the UK is growing, and that people like what they see. “We can't wait to build on what we've started, initially with Captiva, and then with more new models as we look towards the future.” The brand is set to promote its new Captiva 4x4 model this year, which is due for launch this summer.