It may be the most American of brands, but that doesn’t mean its success is limited to the market “north of the broder.” Chevrolet’s bid to become a global brand is already gaining traction in South America.
“South America has been Chevrolet territory,” said Jaime Ardila, president of GM South America, noting that it has been market leader for the last decade. “Many people consider it a local brand,” he added.
Chevy’s position varies from market to market, but it is gaining ground in most national markets and looking at South America to help it continue its shift away from a long-standing dependence on the U.S. market.
“This is a part of the world where GM has been very strong,” Ardila said during a visit to Detroit.