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GM to axe Chevrolet brand in Europe

US giant intends instead to focus on Opel and Vauxhall

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Chevrolet’s days on the UK market appear numbered after parent GM announced it is to axe the brand in Europe.

The US giant intends instead to focus on its core European brands, Opel and Vauxhall.

In a statement, GM says that after 2015 the Chevrolet brand will no longer have a mainstream presence in Western and Eastern Europe.

GM blames “a challenging business model and the difficult economic situation in Europe,” for the dropping of Chevrolet. It has struggled to make significant progress with the brand since relaunching in Europe, initially with rebadged cars from the collapsed and taken over Korean brand of Daewoo.

According to GM, the move will benefit Opel and Vauxhall and “reduce the complexity” caused by offering Chevrolet cars alongside them.

“Europe is a key region for GM that will benefit from a stronger Opel and Vauxhall and further emphasis on Cadillac,” says GM Chairman and CEO Dan Akerson. “For Chevrolet, it will allow us to focus our investments where the opportunity for growth is greatest.”

“This is a win for all four brands. It’s especially positive for car buyers throughout Europe, who will be able to purchase vehicles from well-defined, vibrant GM brands.”

Chevrolet will continue in Russia and the Commonwealth of Independent States, and in Western Europe will still iconic models such as the Camaro and Corvette.

Ramifications for European Chevrolet dealers have not yet been detailed, though many are located in joint centres with Vauxhall or Opel brands.

“Our customers can rest assured that we will continue to provide warranty, parts and services for their Chevrolet vehicles, and for vehicles purchased between now and the end of 2015,” says, Thomas Sedran, president and managing director of Chevrolet Europe.

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Andrew Charman
Andrew Charman
Andrew is a road test editor for The Car Expert. He is a member of the Guild of Motoring Writers, and has been testing and writing about new cars for more than 20 years. Today he is well known to senior personnel at the major car manufacturers and attends many new model launches each year.