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This case provides a history of Chevrolet, a review of its product line and marketing program, and a discussion of Chevrolet’s competitiveness against its rivals. There are many ways to approach this case: branding, product portfolio management, promotion, bankruptcy, etc. One interesting angle is to discuss the wide discrepancy of brand images within the Chevrolet portfolio.
For example, The Avalanche, Silverado, Camaro, and Corvette hold very different brand attributes/images when compared to other products such as the Sonic, Impala, or Equinox. Given these difference, students should discuss whether using the overall Chevrolet branding is a good idea. Is Camaro or Corvette hurt in any way because they hold the same branding as Impala? It is also constructive to discuss the depth of the Chevrolet portfolio, especially in comparison to other GM lines such as Buick or GMC. Should GM contract the Chevrolet portfolio and dedicate any savings toward more innovation in its remaining lines?
1. Evaluate the diversity of vehicle types and sizes that are sold under the Chevrolet brand name. What strengths and weaknesses are evident in Chevy’s product mix?
2. How has Chevrolet strategically managed its brand and reputation over the last 100 years? What opportunities and threats will affect Chevy’s branding and reputation in the future?
3. What specific marketing strategies would you recommend that might help Chevrolet last another 100 years? How important is Chevy’s legacy of innovation to the brand’s future?
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