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Can “Big Dog” Chevrolet Save GM?

GM's big brand will have to do even more heavy lifting.

by on Feb.16, 2010

Chevrolet General Manager Jim Campbell introducing the 2011 Chevrolet Silverado HD.

It’s the 800 pound gorilla or, if you prefer, “the big dog,” in the words of General Motors President Mark Reuss.  But whatever you call it, there’s a lot riding on the success of the automaker’s Chevrolet division, perhaps more than at any time since the 1960s, when Chevy alone accounted for nearly a third of the American automotive market.

(Click here for our first look at the Chevrolet Silverado HD.)

Like the very fate of GM itself, suggests the division’s general manager, Jim Campbell, who says that, “As goes Chevy, so goes GM.”  And that’s all the more true as the automaker enters the first spring selling season after its bankruptcy.

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Since the earliest days, Chevrolet has been the biggest and most powerful of General Motors brands, but today, it is part of a company that’s been pared back from eight North American divisions to just four.  And even though Cadillac, Buick and GMC will have to bulk up, Chevy’s share of overall GM sales will be expected to grow from 60% to “a bit over 70%, this year,” the executive explains.