Chevrolet in top spot for customer retention

The inaugural study of over 106,000 people across the United States measured the ability of nameplates to retain their owners who were again on the look out for a new vehicle. With 60.8 per cent of Chevrolet owners retaining the brand on a new purchase, the nameplate far outstripped the competition.

"This is yet another award for the Chevrolet stable that proves that once you try a Chevrolet, it is difficult to change to another brand," commented Gerry Groenewegen, Regional Divisional Marketing Manager for Chevrolet. "And that decision will only get tougher in the Middle East as we continue to expand the full line up of vehicles we offer to our customers."

One of the most influential reasons for changing brand, the study found, was a lack of choice in the nameplate's line-up of models. Other reasons include poor experiences with reliability of previous models or the inability of new models in the range to 'capture' the consumer's attention.

"We have certainly addressed the issue of choice," adds Groenewegen. "Chevrolet is GM's biggest brand and today boasts the widest range of passenger cars in the Middle East - from entry-level cars to full-size luxury sedans and award-winning SUVs. Chevrolet has a heritage stretching back more than five decades in the Middle East; flagship models such as the Caprice - which boasts a unique combination of raw power, sophisticated looks, spaciousness, safety technology and value for money - certainly occupy a special place in the hearts and minds of people across the region."

Launched two years ago, the Chevrolet TrailBlazer has quickly established itself among the most popular midsize SUVs. It combines Chevy Truck toughness with style and versatility and was one of the top ranking vehicles in the J D Power survey, with a retention rate of 73.8 per cent.

While the larger iconic models go from strength to strength, Chevrolet's range of small vehicles, the Aveo, Optra and Epica models, are taking over. Launched last year, the new additions have already enjoyed strong market acceptance. Groenewegen commented: "These vehicles have exceeded all expectations: sales growth has been phenomenal and there is more to come in the next 12 months."

Groenewegen added that Chevrolet cars and trucks had won the confidence of customers across the Middle East region. "Our vehicles are famous for their performance and reliability. They represent real value for money, offering a car for every budget and taste. GM's extensive network of Chevrolet retailers also brings customers total peace of mind, with GM genuine spare parts and expert servicing readily accessible across the region."