Channelling Chevrolet

THE head of General Motors’ premium brands in Australia has refused to commit to Chevrolet joining Cadillac, Saab and Hummer, despite forthcoming global models such as the Volt plug-in hybrid and the Holden-developed Camaro coupe.

“I can’t comment on those vehicles, but I can tell you that as far as the premium channel is concerned, we are using the synergy of three brands – Saab, Hummer and then Cadillac – to build our dealer network, to build profitability into our dealer network and to build a real premium alternative to our competitors, be it German or Japanese,” GM Premium Brands director Parveen Batish told GoAuto last week.

“And do that as far as premises are concerned, as far as people are concerned, and processes are concerned – all of those areas where you can’t compete when your average throughput is 70 to 80 units compared to your competitors, for which an average dealer throughput may be 400.

“By adding those additional brands, you start to build your volume up and then you can compete... That’s our aim with those three brands. As for the future? Well, we’ll see.”

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