It Would Be Fatal To Throw Everything Overboard
It Would Be Fatal To Throw Everything Overboard

Video: It Would Be Fatal To Throw Everything Overboard

Video: It Would Be Fatal To Throw Everything Overboard
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Chevrolet is on the road to success. In an interview with Autogazette, the new Germany boss Jürgen Keller talks about new models, sales expectations and alternative drives.

The GM subsidiary Chevrolet remains on a growth path. In Germany, the brand intends to continue growing this year despite the difficult market environment. "We are a brand with growth potential because we are expanding our product range," said Germany boss Jürgen Keller in an interview with Autogazette.

«Aveo will bring us forward»

"This year we are launching the Aveo, the successor to the Kalos, the second most important volume model, so it will move forward," added Keller, who took office on February 1st. By 2012, Chevrolet plans to renew its entire product range and open up new segments.

It would be fatal to throw everything overboard

Autogazette: Mr. Keller, you have been the new Germany boss at Chevrolet since February 1st. What do you want to do differently than your predecessor?

Jürgen Keller: I don't have to do so much differently. I want to continue Chevrolet's successful path. In 2007 we were the brand with the greatest growth in Europe. In Germany, contrary to the trend, we grew by almost ten percent. It would be correspondingly fatal to throw everything upside down. But there are things that can be improved, but also things that can be expanded.

Autogazette: And what would that be?

Basement, cellar:We have a strong dealer network with 600 partners, including 400 sales and an additional 200 service partners. Around 65 percent of these partners also represent other GM brands.

Brand with a lot of potential

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Autogazette: Where are you not so well positioned?

Keller: We are certainly well positioned in terms of the dealer network, but this year we will be separating from some partners by mutual agreement and replacing them with new ones because you can see that the cooperation is not going so well after all.

Autogazette: In the past year you were able to sell 25,441 vehicles in Germany. What are your sales expectations for this financial year?

Keller: We are one of the brands that has a lot of potential. I don't want to reveal anything about our internal planning. But it will look good at the end of the year.

Autogazette:Your former sales manager spoke of 26,000 units when the Aveo was presented a few weeks ago.

Keller: I won't give any numbers.

Autogazette: But you don't deny such a number, after all, you want to achieve more than last year?

Keller: It is seldom the case that you take on such a position and set yourself the goal of losing fewer than last year.

The market is getting friendlier

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Autogazette: Where do you get this confidence from despite the poor sales situation?

Keller: The market will be a little friendlier than last year, even if March wasn't quite as good. Confidence comes from inner strength. We are a brand with growth potential as we continue to expand our product range. This year, with the Aveo, the successor to the Kalos, we are launching the second most important volume model on the market, so things will move forward. We'll be bringing the five-door version to dealers on April 11, the three-door version will be available in summer.

Autogazette: When will the three-door arrive?

Basement: According to current plans in June or July.

Autogazette:Is the Aveo the car that will bring the brand forward?

Keller: The Aveo is the car that will give us a huge boost. With the HHR, we have a car in our range that does not generate a large volume, but is extremely important for the image because it represents the image of the brand with its great history.

«Great start in the first three months»

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Autogazette: Where is the sales of the HHR?

Keller: We have around 450 vehicles registered. Looking ahead to the new year, we can say that we got off to a great start in the first three months.

Autogazette: How many vehicles are there in total?

Keller: There are more than 5500 vehicles in the first three months.

Autogazette: What are the medium-term plans? Does the brand want to offer a completely new product range by 2012?

Keller: Yes, that is correct. Will we completely realign ourselves by then and also open up new segments?

Autogazette: Which one?

Basement, cellar:You know our range, we are already well positioned. But we have potential in the monocab area, there is room in the portfolio here. We are well on the way with the Captiva and accordingly you can still imagine a lot in the immediate vicinity.

Unique selling proposition LPG

Autogazette: Chevrolet offers its customers conversion to LPG for all models for a surcharge of 2350 euros. How many of your customers choose such a version?

Keller: Every tenth customer opts for LPG. This makes us a leader in this area. We are also the only ones who can offer such a conversion across the entire model range. That's a great USP.

Autogazette: What do you attribute this quota for LPG to?

Keller: That is without question due to the tax advantage, which is fixed until 2018 and the fuel costs, which are 50 percent lower. We also have good coverage with over 3,500 filling stations.

Autogazette: The climate discussion should have promoted the topic again?

E85 also comes from Chevrolet

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Keller: Without a doubt, because we have around 18 percent less CO2 emissions. That fits into today's discussion. Here we have the advantage of being part of the GM Group, as GM is a world leader in the development of alternative drives.

Autogazette: Does n't natural gas matter to you?

Keller: Yes, we do offer natural gas variants in other countries. One can also imagine that for Chevrolet in Germany. There is also the bioethanol drive, the E85. By 2010, we at GM will have corresponding offers in each of our brands. So at Chevrolet too.

Autogazette: In view of the climate debate, how important would it be for you to have an electric vehicle on offer quickly?

Basement, cellar:We will deliver it when it is affordable for the customer and can accordingly be sold in large numbers.

Autogazette: Does that mean that an electric vehicle, for example, shouldn't be much more expensive than a conventional car?

Keller: I think that the majority of customers are not willing to pay more for the car just to get from A to B in a more environmentally friendly way. The alternative technology may only cost as much more as the customer can save by reducing consumption.

Frank Mertens conducted the interview with Jürgen Keller

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