Chevrolet has just announced two major sponsorship partnerships with two of Britain's most famous football clubs, Liverpool FC and Manchester United.
It is because both clubs have a global following that Chevrolet, General Motors' largest global brand with annual sales of more than four million vehicles in more than 140 countries, is expecting to reap in sales through their brand association with our 'beautiful game'.
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Chevrolet is the fourth biggest global car brand in terms of sales and also one of the fastest growing brands in the world. Established in the U.S. by Swiss émigré Louis Chevrolet in 1911, the brand celebrated its centenary in 2011.
The brand was re-launched in Europe in 2005 following the takeover of the South Korean Daewoo automotive brand by parent company General Motors.
The Chevrolet brand is represented by a total of 2,500 sales and service outlets in Western and Central Europe. For the first six months of this year their new car sales in this region were up by 10.9 per cent to 117,500 units despite the troubled economic situation which saw a decline of 7.7 per cent in the market overall.
Chevrolet say that customers are now being more value-conscious than ever, in short they want a lot of car for their money - hence Chevrolet's success.
In the UK for the first seven months of this year sales of new Chevy models were up by 21.6 per cent to a total of 9,657units. The UK is the brand's fourth largest European market; Italy is top, Germany second and, France third.
The European Chevrolet line-up includes the Spark cheap and cheerful city car, the small Aveo value for money supermini hatchback, the compact Cruze saloon and hatchback, the Orlando MPV, the Captiva SUV, the legendary Camaro and Corvette sports cars and the extended-range Volt electric car. To come in October this year is the Cruze station wagon.
In January this year Chevrolet in the UK forecast 20,000 new car sales for 2012 but unless they push the pedal to the metal, despite their current increase over last year in a 'flat market', that target now looks doubtful with just less than 10,0000 new cars sold in seven months.
However Zoe Lavender, Chevrolet's UK product manager said, everything is in place for us to have a good sales month in September when the 62 plate is introduced and we have just launched our zero per cent five year finance packages for our mainstream models.
The Spark for instance, our cheapest model can now be bought for as little as £99 a month. The zero per cent finance option is not available for the iconic £35,025 Camaro and £63,000 Corvette 6.2-litre V8 muscle cars.