7:59 pm, January 27, 2012
A GROWING product range could present problems for Chevrolet’s dealer network, Car Dealer can report.
This year will see Chevrolet’s product range grow to nine models as the American brand increases its presence in the UK market.
But this growth could be a problem for some of Chevrolet’s 87 dealers as their premises might not be big enough.
‘It certainly is a problem and it is something we are taking a hard look at,’ Chevrolet’s managing director Mark Terry exclusively told us.
‘We have got a number of dealers who will not have the space to display our growing product range – and we are in talks on how we can work with them on this.’
Terry said Chevrolet will be looking at each dealer individually to create a solution, but no decisions will be broad and sweeping.
‘We will not take a lofty position and write-off a number of dealers who do not fit our growth plans in one swoop. Inevitably there will be a few dealers who we will have to part with, but we will be as flexible as possible in order to keep them on board.’
One option could be moving dealers to a separate site in order to give them more space.
‘We have done this with a large dealer group,’ said Terry. ‘Their Chevrolet site used to be a dual-franchise with Vauxhall, but there was no chance to grow the Chevrolet side. They will now be moving Chevrolet to a separate site.’
It is Terry’s plan to increase the network to 110 over the next 12 months with London North West being his number one open point. Stockport, Woking/Aldershot, Milton Keynes, and Slough/High Wycombe form part of Chevrolet’s top five most desirable places to open dealerships.
CORVETTE GROWTH?
Terry hinted that if dealer expansion plans are successful there could be plans to introduce a Corvette dealer in London too.
‘There are discussions around the topic of Corvette, but we have got to take one thing at a time,’ he said.
‘At the moment at least, we need to concentrate on the introduction of Aveo, Volt, and Cruze station wagon. Bauer Millett has done an absolutely tremendous job with the Corvette and we are very happy with them.
‘We are in talks about how we can develop on this, but I cannot confirm anything at this present time.’
