General Motors has announced that it will remove the Chevrolet brand from Europe by the end of 2015.
General Motors has announced that it will remove the Chevrolet brand from Europe by the end of 2015. The move, which was confirmed by GM Vice Chairman Steve Girsky is to focus GM’s European operations on fixing the Opel brand.
“We believe this is a win for all of our brands here in Europe and around the globe as GM will benefit from a stronger Opel/Vauxhall,” Girsky said. To pull Chevrolet out of Europe “will help us to accelerate progress in the region.”
Since GM relaunched the brand in Europe in 2005, Chevrolet has only sold 200,000 units annually in the region. In an effort to boost sales, Chevrolet has started cutting prices and introducing new upscale products, which is hurting Opel. GM also says that Chevrolet’s poor performance in the region is due to Europe’s current economic condition.
Not all of Chevrolet’s models will leave Europe, since certain iconic models like the Corvette will continue to be offered.