With media outlets filled with stories on General Motors’ downward spiral, one wouldn’t suspect that a GM brand, Chevrolet, continues to lead Colombia’s auto industry. Chevrolet has been the top brand in Colombia for two-plus years, a period in which it’s invested more than $60 million Colombian pesos in media (Renault, in the No. 2 spot, spent $45 million). And Chevrolet hasn’t been pulling back as much as might be expected; spending is now on par with Renault.
Lately, Chevrolet has sealed its commitment to the Colombian consumer with the “Number 1 Chevrolet Fan” campaign. During the first phase, people who submitted a picture with an explanation as to why they are the brand’s biggest fan were eligible to win an HHR, the newest Chevy model. People who voted for the Number One fan online could also enter to win a Chevrolet Spark Go. The campaign also reminded consumers that Chevrolet offers a low interest rate.
Chevrolet doesn’t seem to be losing momentum as of yet, but we can only wait and see if it can keep moving at the same pace under GM’s “reinvention.”