Chevrolet Tacuma- Brand and image

It appears Chevrolet is in the UK to stay but can the marques growth be sustained into its next stage of development? Steve Walker reports

Its possible to loosely split the major car manufacturers into three categories According to the way in which each ones brand is perceived by the public at large. The groups form a hierarchy with the prestige marques perched serenely on top, the mainstream manufacturers in the middle peddling their big volume respectability and the value protagonists at the bottom scrapping it out with tight pricing and tighter margins. Most of these value manufacturers keep pretty quiet on issues of brand equity, largely because they dont really have any, but Chevrolet is different. Amongst the budget protagonists, General Motors global value brand claims an important edge so far as UK public perception is concerned.

Can it be made to pay off?

Build
Comfort
Depreciation
Economy
Equipment
Handling
Insurance
Performance
Styling
Value

Our extended test drive in Chevrolets Tacuma compact MPV has revealed it to be a thoroughly practical family vehicle. As a product, it may not be at the forefront of its sector but you have to view that from the perspective that it savagely undercuts its rivals on price. In short, its a typical offering from the markets highly competitive value sector. There is, however, substantially more to the Tacuma than low prices and lofty equipment levels.

Along with the other Chevrolet products, it benefits, so the manufacturer claims, from a level of brand equity thats in excess of direct rivals from South East Asia. For evidence of this, just remember that the Tacuma originally arrived on these shores carrying the ill-fated Daewoo badge on its grille. With the Chevrolet insignia installed, the models fortunes have taken a marked turn for the better. Sales are on the increase with 2006 showing growth of nearly 1% over 2005 and the Chevrolet models commanding a 5% chunk of the UK retail market.

The Range looks a more rounded proposition in todays marketplace too. At the time when Chevrolet inherited the Daewoo line-up, the Matiz citycar was carrying the rest with 50% of sales. Now the split looks far healthier with the Matiz at around 35%, the Kalos accounting for 30%, 20% for the Lacetti in all its forms and the Tacuma taking 15% of sales. There are ambitious plans for the future too.

Chevrolets growth over recent years is all the more remarkable given the fact that the Range has been completely lacking in diesel engines throughout that period. The diesel market in Europe has undergone over three years of consistent growth and Chevrolet has been left on the sidelines. With diesel power for the Lacetti arriving soon, the brand has the chance start capitalising on the European oil-burning revolution.

"Research has shown that 90% of UK motorists have heard of Chevrolet and that the brand has overwhelmingly positive connotations for them"

Chevrolet are also preparing to welcome the Captiva, a compact 4x4 which shares a platform with Vauxhalls Antara. A price Range in the region of £16,000 to £24,000 will take this model into uncharted territory for Chevrolet in the UK marketplace as none of the current line-up even exceeds £13,000 in price. Its a step that value brands have tried to make in the past with limited success but Chevrolet are confident that the product and the Chevrolet brand image can pull it off. Rory Harvey is the Managing Director of Chevrolet UK: "We launched Chevrolet in January 2005 and weve gained a foothold in the marketplace with the models we inherited. The next stage is to shift the brand upmarket while retaining the core value for money base. The Captiva and the diesel engine are key parts of this. Not having a diesel was a massive disadvantage that were about to overcome and with the brand needing to compete more widely in the marketplace, the compact SUV sector was the obvious choice to expand into.

" Chevrolet have an impressive heritage when it comes to SUVs with the Chevrolet Suburban Carryall of the 1930s credited as being the first ever crossover vehicle and the forerunner of modern Sports Utility Vehicles. Its a heritage thats appreciated even in the UK where in its current form, the brand has never actually retailed a 4x4 product. Mr Harvey explains: "Research has shown that 90% of UK motorists have heard of Chevrolet and that the brand has overwhelmingly positive connotations for them. Even if Chevrolet simply meant big and American in their view, there were very few that saw it in a negative light. Our task is to take this general goodwill and adapt it to our line-up of small cars for the European market." Even in light of these new developments in the Chevrolet Range, the Tacuma still has a significant role to play. Its a vehicle of simple appeal that does the basics of practicality, comfort and cost adeptly enough. The typical Tacuma buyer profile reflects this with the vehicle finding favour across a Range of customer groups from young families to grandparents - the one common denominator in each group being the need to transport children. In common with most value brand products, the Tacumas typical buyer is, at 45, a little older than that of mainstream compact MPVs.

Older buyers are generally less caught-up in the importance of brand image, styling and what the vehicle they drive says about them. Theyre more likely to select a car on the prosaic criteria where the Tacuma is strongest. Having said that, within the confines of the lower end of the compact MPV market, the Tacuma goes up against key rivals from budget marques like Kia, Hyundai and Suzuki and putting the respective products to one side, youd have to say that the Chevrolet brand image should give it the edge here. Chevrolet certainly think it does and the advertising strap lines used by themselves and Hyundai speak volumes on this issue.

Compare and contrast Hyundais almost apologetic, "a car first, a badge second" advertising strap line with Chevrolets: "All the car you need, Plus its a Chevy." In the UK market particularly, we tend to buy our vehicles because of rather than in spite of the badge, even at the value end of the market, and the Chevrolet approach plays up to this. As is almost compulsory in this fiercely contested area of the market, the Tacumas tight pricing in the £11,000-£12,500 bracket is also regularly supplemented by special offers. The growing Chevrolet dealer network that will soon total in excess of 90 outlets has variously been able to offer 0% finance, free aftermarket DVD systems, the 3 and Easy finance plan and other promotions on the Tacuma giving it a further advantage over rivals. Neither incentives like these, the positive public perception of the Chevrolet brand nor the merits of the Tacuma itself and the other products in the Range are enough to achieve success in isolation but together with other factors, they form a mix that has gained the marque that all important foothold in the marketplace.

The next stage of Chevrolets UK market evolution begins here.

Facts At A Glance
CAR: Chevrolet Tacuma 1.6 SX
PRICE: £11,295 - on the road
INSURANCE GROUP: 8
CO2 EMISSIONS: 208g/km
PERFORMANCE: 0-60mph 12.2s / 0-60mph 104mph
FUEL CONSUMPTION: (combined) 34mpg
STANDARD SAFETY FEATURES: Twin front airbags / ABS
WILL IT FIT IN YOUR GARAGE?: Length/Width/Heightmm 4350/1755/1630mm