What’s more American, as the old ad slogan went, than “hot dogs, apple pie and Chevrolet?” Well these days, it’s not only the USA you can see in your Chevy.
The maker is giving European motorists a first look at the new Cruze hatchback at the 2011 Geneva Motor Show, the latest model in an expanding Chevrolet line-up on the Continent. Europeans actually got the original Cruze sedan a bit ahead of the U.S. because of bankruptcy-related delays. Now, bets Chevy, it can expand the compact model’s appeal by adding a 5-door.
Europeans have traditionally been far more open to the utilitarian hatchback than buyers back in the States – in fact, Chevy officials estimate 5-doors, including wagons, accounting for about two-thirds of European sales.
And cracking Europe is critical for the brand, which has become increasingly global. Until relatively recently, Chevy was limited to the North, Central and South American markets – in many, it is still the overwhelmingly dominant brand. But it is now spreading its wings around the globe, pitching buyers from Beijing to Berlin.