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5,036 $m

As one of the world's largest auto manufacturers--present in more than 140 countries and selling almost 5 million cars and trucks in 2013--Chevrolet continues to revise the image of a traditional, American-centric car company. More than 100 years after it was founded, the company is proving its ability to develop high quality cars and trucks that appeal to a broad range of consumers, especially in emerging markets. The U.S. is Chevrolet's largest market, but steady sales growth in China, Brazil, and Mexico demonstrate the increased importance of emerging markets in the company's strategy. The brand's "Find New Roads" tagline strengthens internal clarity, and delivers a consistent brand experience. The expansion of its small car portfolio and the relaunch of the Cruze, Chevy's best-selling car across the globe, are examples of the brand's ability to respond to shifting consumer demands and market changes. This trend looks set to continue, but there is still opportunity for the brand to connect with consumers beyond quality and price. Demonstrating the strength of its American heritage, Chevrolet launched new releases of some of its most iconic products this year, including the Camaro Z/28, Corvette Stingray, and Silverado-winning several industry awards.  Of particular note is the 2014 Silverado, which has won more awards than any other pickup vehicle. Despite record sales last year, heightened competition and a greater focus on global growth, digital technology and energy consumption have tempered the brand's performance. Chevrolet recently announced greater clarity on its European strategy, focusing on "select iconic products" in Western and Central Europe after years of competition. The recent ignition switch recalls, which involved several Chevrolet products, have certainly slowed progress, and recent TV exposés suggest that a swifter response was necessary. Chevrolet is now demonstrating how greater focus on product development and innovation can increase relevance, help it compete in a diverse global market, and transform the public perception of a "quintessential American auto manufacturer" into that of a major global brand.

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