Gasgoo.com (Shanghai June 30) - Chevrolet is celebrating its tenth year operating in the Chinese market this year. The brand has managed to be successful by keeping the attention of younger consumers with offerings like the New Sail, Cruze and Malibu. A total of 760,000 Chevrolets were sold in China last year, making it one of the country¡¯s five most successful automobile brands. Another revision to the current generation Malibu will hit the market later this year, while the domestically built next generation Malibu is scheduled to make its Chinese debut in 2016.
Commenting on the new challenges that Chevrolet has to tackle in today¡¯s Chinese automotive market, Ji Qiwei, the brand¡¯s new marketing director, stated that selling both the newest and last generation versions of the Malibu side by side will raise brand recognition for the vehicle in the country. He added that this is only the beginning for Chevrolet, as it has plans to introduce several new products to its domestic lineup in the near future.
As its flagship model in China, the Malibu has managed to take advantage of its precise market positioning and competitive price point to attract younger buyers ever since its domestic launch in 2012. The Malibu quickly went on to achieve monthly sales passing the 10,000 mark, helping Chevrolet rapidly expand its market share in the country. As of this May, a total of 320,000 Malibus have been sold domestically.
However, despite the outstanding performance of the model, there is still a gap that Chevrolet has to bridge to match the popularity of the FAW-VW Magotan and Shanghai GM Buick Regal. On this point, Mr. Ji stated the next generation Malibu (pictured) will play a crucial role in solidifying Chevrolet¡¯s position in China. The brand is making sure that its models possess the design expertise and leading specifications to make them competitive in the country.