"I AM Chevrolet". "I AM India". This is a new campaign as much for the proposed launch of the Chevrolet brand as for the mass market strategy that General Motors India (GMI) has decided to pursue in India.

GMI executives say that they would launch two vehicles under the Chevrolet brand in 2003. In preparation for the new launch, GMI's existing network of 42 Opel dealerships will be converted into dual-brand - Opel-cum-Chevrolet dealership - in the next six to nine months.


GMI has consolidated all creative accounts for Opel and Chevrolet under Enterprise Nexus. Earlier McCann and Grey handled different Opel brands.

Says Enterprise Nexus chairman Mohammed Khan, who coined the campaign "This one comes fully furnished" for a top-end Mercedes 300 SEL in the 1960s as a copy-writer for London-based Garland Compton: 'This is our first major automobile account (earlier it handled Mahindra & Mahindra). We'll adapt and localise Chevrolet's brand campaigns to meet domestic preferences".

"The Chevrolet brand", points out motoring observer Murad Ali Bag, "will be affordable and a people's brand unlike a prestige offering like Cadillac". GMI has currently four sub-brands under the Opel family: Vectra, Astra, Corsa and Swing - all targeted at premium and luxury car buyers.

The Chevrolet brand will be handled by creative agency Enterprise Nexus, which will run the locally adapted new campaign - "I AM Chevrolet" - simultaneous with the roll-out of the first Chevrolet product in a couple of months.

GMI sold around 8,500 units in 2001 against an installed capacity of 25,500 cars a year on a two-shift basis. GMI has so far invested Rs. 844 crore at its Halol plant near Baroda.

Declining to divulge details on the Chevrolet project, GMI corporate spokesperson P Balendran said "GMI has government (FIPB) approval to invest an additional Rs. 1,380 crore in the Indian operations, which has been raised from the earlier approval of Rs. 780 crore".

So which products will GMI launch under Chevrolet? Says Mr. Baig. "GMI has a series of investments in companies like Suzuki, Fiat and Isuzu besides the take-over of Daewoo. GMI will look at bringing a range of non-Opel products over the next two years. A Daewoo Matiz or a Daewoo Nubira in new brand-packaging look probable".

Adds Mr. Baig: "For the immediate it looks like GMI could bring utility vehicle Isuzu Panther. While under the CBU route, it may consider sports utility vehicle Subaru Forester".

Says GMI VP (marketing) Vinay Dixit: "Chevrolet will allow us to enter the mainstream car market and will find greater acceptance from our dealers and customers. The focus will be on manufacturing in India and ensuring higher local content (Corsa has 70 per cent while Astra has 65 per cent local content)".