Already a year late to market, Chevrolet has a lot riding on its new Cruze sedan, the much-needed replacement for its dated Cobalt model.
A year after it emerged from Chapter 11 protection, General Motors is struggling to stabilize its market share, even though it now has half the number of brands to compete with in North America after abandoning Saab, Saturn, Hummer and Pontiac as part of its court-ordered reorganization. That means the maker can no longer pick and choose the segments it competes in. It has to take on rivals like Toyota at every opportunity.
“This is as important a launch as we’ve ever had at Chevrolet,” says Alan Batey, Vice President – Chevrolet Sales and Service.