Chevrolet’s value for money proposition is enabling it to set bullish sales targets while the majority of manufacturers suffer in the current economic climate.

Following on from a record performance in 2008, when Chevrolet posted 18,372 registrations in the UK, the brand’s managing director, Mark Terry, is aiming to grow market share.

The arrival of the Cruze saloon next month will contribute an estimated 1,000 sales during the remainder of this year, with fleets accounting for at least half of sales, while its scrappage order bank currently stands at 1,000 units, primarily for the smaller Matiz and Aveo models.

Terry said: “Every month I am looking for us to increase our market share and, as very much a personal goal, I would like to hold our volume from last year.

“People are gravitating to us at the moment - the recession has been good news for us.”

Chevrolet has managed to avoid price hikes and maintain its low price points thanks to the way it buys its cars – the UK division orders directly from the factory in South Korea and pays for them in Korean won, a currency that has not been subject to the fluctuations against the pound that the euro has.

So far this year (May YTD), Chevrolet has sold 6,386 cars, down on last year’s figure of 8,437 but 2009 will be a much smaller market. However, market share has risen from 0.8% to 0.9%.

Terry believes that the UK’s new car market will reach 1.8 million units this year, followed by a similar performance in 2010 before picking up the following year.

He added: “We have seen the worst of the decline and have bottomed out. I hope the gradient on the way up is as steep as it was on the way down.”

Looking Ahead

Chevrolet in the UK is a separate company from GM Europe, so is not connected with the current buy-out by Magna.

Terry says that once Magna has completed its due diligence process, the brand will review its position.

He added: “We are a profitable business – all we do is rent office space and services from GM in the UK. I see no reason for that to change.”

Chevrolet will add to its product offering later this year with the Spark small car, aiming to attract younger buyers to the brand, while the electric powered Volt model will arrive in 2012.