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Chevrolet, the American ‘bowtie’ brand, was established in 1911 and came under the General Motors fold in 1917. Before Chevrolet came to India, General Motors faced a tough time establishing itself as a carmakers than can produce cars domestically and sustain it. The Opel brand didn’t work and it was tarnishing the carmaker’s image heavily. Finally in 2003 a fresh call at the Indian car ma ket was taken with the introduction of Chevrolet.
While the Matiz and Forester were among its first cars for India, the former a rebadged Daewoo and the latter a rebadged Subaru, Chevrolet India tasted success first with the Tavera MUV. A rugged people’s carrier that continues to sell to this date, more than a decade after its introduction. The Tavera might be seeing dwindling sales but is one of Chevrolet’s most successful models here.
Cars like the Aveo, Optra and SRV didn’t do well for Chevrolet and had to be discontinued but GM set another ball rolling when it announced that it will introduce new Chevrolet cars through its Chinese partnership with SAIC. The Sail and Sail U-Va hatch and sedan as well as the Enjoy MPV are all SAIC products built to Indian needs.
GM India manufactures Chevrolet cars for India at its two plants, one in Halol and the other in Talegaon. The Halol plant has a capacity of 75,000 units while the Talegaon unit can build one lakh cars per annum. While cars like the Beat and Cruze are doing relatively well for GM India, the Chevrolet brand has taken the Chinese beating and is in need for a rethink.
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