There is little arguing that 2008 was a rough year for General Motors – between a controversial government bailout and losing the title of world’s largest automaker to Toyota – but the Detroit automaker is confident that 2009 will have a rosier outcome. In fact, Ed Peper, head of GM’s Chevrolet division, envisions the company’s volume Chevy brand growing its market share this year.
Speaking at an event in Detroit, Peper said that he expects Chevy to grow its U.S. retail market share in 2009. That will be no easy task considering Chevy’s market share slipped from 13.9 percent to 13.5 percent in 2008. During the same time period, Toyota’s market share increased by .5 percent, giving Toyota the biggest chunk of the market with a 13.9 percent share, according to Automotive News.
Peper is confident that Chevrolet has the products in place to regain its lost market share, but admits the brand’s biggest hurdle will be overcoming the public’s misconceptions. Speaking on the recent Congressional meetings, Peper said: “It was like watching a time warp. General Motors, Ford and Chrysler being treated like they were Nash, Studebaker and DeSoto.”
In order to sway consumers back to the brand, Chevy will be boosting its marketing efforts this year – particularly in digital media. Expect Chevy’s 2009 marketing campaign to focus heavily on fuel economy and improved quality.
It remains to be seen if Peper will be able to keep true to his word, but with products like the Chevrolet Camaro and 30 mpg Equinox set to hit the market this year, there is a good chance Chevy will once again be on top by the end of 2009.
