Chevrolet – On the road again

This case history outlines the efforts of Chevrolet, the General Motors brand, to appeal to Generation Y consumers in Argentina, Brazil, Chile, Colombia, Ecuador and Venezuela.

Chevrolet – On the Road Again

Brand: Chevrolet (General Motors)

Markets: Argentina, Brazil, Chile, Colombia, Ecuador, Venezuela

THE MARKETING CHALLENGE AND BRAND INSIGHT:

In Latin America, Chevrolet was facing a worrying image issue: Its position among...

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