Twenty years ago, a car maker unknown in this country undertook a huge amount of research into the British motor business. The results of this identified one major issue: that a lot of consumers didn’t enjoy the new car buying experience. They thought that they weren’t getting a fair deal. Buying a new car in many cases was an uneven game of cat and mouse. When the customer’s wits were pitted against the guile of a sharp-suited dealer, the salesman rarely came off second-best.
One of the key things to annoy buyers was that optional extras could push the price of a new car to levels far beyond the published ‘list’ price. Another bugbear was that the price of a brand new car could vary between different main dealers, despite the product being the same thing. It all depended on which salesman would do the best deal – hardly an ideal state of affairs.
That manufacturer was Daewoo, part of a Korean state-owned conglomerate. When it launched its cars in Britain, it therefore did so with a radical customer-focused approach. It made a point of marketing its cars at competitive prices with no hidden catches. Prices were set by the maker, not the dealers. Optional extras and discounts did not exist. These were brave and commendable moves, which challenged the traditional role of the main dealer.
Sadly the quality of the cars themselves was found wanting, a flaw which would prove to be fatal.
When financial problems dogged Daewoo, its car manufacturing wing was sold to General Motors, traditionally the world’s largest car maker. Daewoo’s reputation in France, a key market, suffered enormous damage when the company become embroiled in a politically-sensitive scandal. In 2005 GM therefore decided to replace the Daewoo name in Europe with that of its ‘global value brand’, Chevrolet.
The name Chevrolet is almost synonymous with American motoring. In real terms, though, the only thing that’s American about the ‘Chevy’ models sold in Europe is the brand name on the boot. Effectively they’re still Daewoo cars but with a different badge. They are far cry from the famous Corvettes, Camaros and trucks which have underpinned Chevrolet’s success in the USA.
It proved an uphill struggle for Chevrolet to improve the reputation these cars had quickly gained with British motorists for cheapness and inferiority. As an example, for a Chevrolet Lacetti to feature for five years in the ‘Star in a Reasonably-Priced Car’ slot on the BBC’s Top Gear was to see it damned with faint praise. GM has recently taken the decision to withdraw Chevrolet’s name and cars from the British market. This means that new models of these cars will no longer be available in the UK.
With rock-bottom purchase prices and low running costs, Chevrolet cars will continue to be a popular cheap used car choice in the UK. Naturally etyres continues to supply a wide range of tyres to suit all Chevrolet models, all offered with the convenience of mobile fitting.
Further details of etyres’ best-selling and recommended tyres for different Chevrolet models can be found via the menu on the left-hand-side of this page. Alternatively, you can find replacement tyres for your Chevrolet by entering your tyre size and postcode into the search tool above. etyres’ national sales team is also available seven days a week on 0800 028 9000 to offer help and advice.