The Finch Formerly Known As Gold

20 February 2008

But we're really expensive!

Last fall I found this curious statement in a Chevrolet advertisement:

Chevy is now the world's fastest-growing nameplate, with a third of its sales outside the United States. At home, Chevy sells more cars and trucks costing over $35,000 than anybody.

At the time, it seemed to me that this wasn't exactly a selling point.

Evidently the bow-tie boys are still flogging this factoid:

"With the largest dealer network in the United States, Chevy is the leader in full-size trucks and the leader in sales of vehicles priced $35,000 and above. Chevrolet delivers more-than-expected value in every vehicle category, offering cars and trucks priced from $9,995 to $83,175."

Huh? Why's the Bow Tie brand — GM's supposed entry-level, value-oriented division — bragging that they sell the most vehicles in the "$35k and above" category? With the median new car price hovering around $27K, that's a whole lot of high-priced rides the "value division" is selling. Yes, much of what Chevy sells at the $35k and up price point are trucks and SUVs. But the fact that the spinmeisters view Chevy's $73k price span as a virtue reveals the depths of GM's non-existent branding strategy.

If it's non-existent, how much depth can it have?

More to the point, what are they thinking? And will they update this dubious statistic when the Corvette ZR1 shows up with six digits before the decimal on the Monroney sticker?

Either you're the value brand or you're a full-spectrum brand. Period. Ask Volkswagen how it felt to sell in the $70-80k range — or, more precisely, not sell in the $70-80k range.

Posted at 7:40 AM to Driver's Seat