Chevy expects 7% gain in U.S. sales from new, refreshed models
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The 2014 Impala goes on sale in spring 2013. |
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ORLANDO -- With 13 new or refreshed models on tap, Chevrolet is telling dealers to expect a 7 percent gain in U.S. sales this year.
That projected sales gain would be in line with the industrywide pace if U.S. sales hit 15.5 million units, the high end of the 2013 sales forecast that GM set at the start of the year, dealers were told Sunday at the National Automobile Dealers Association convention.
Chevy's projection could end up exceeding 7 percent if sales rise more sharply than originally forecast, dealers were told. Executives said the company's internal forecasts show a possibility of 16 million in industry volume this year, dealers said.
GM believes that a stronger housing market and the recent tax deal that temporarily resolved the federal government's so-called fiscal cliff should offset negative factors, such as an increase in payroll taxes, and result in improved consumer confidence, dealers were told.
Last year, Chevy sales increased 4 percent, to 1.85 million, trailing the market's overall 13 percent growth.
Growth this year should come from launches of new vehicles, including the redesigned 2014 Impala that will arrive in April, marketing chief Chris Perry told reporters after the meeting. Other key debuts include the 2014 Corvette Stingray, due out by late summer, and the next-generation Silverado pickup, expected in showrooms by June.
Dealers were shown two new anthem TV commercials that mark the debut of the brand's "Find New Roads" global marketing campaign. The 90- and 60-second spots include "vignettes" of the Impala, Corvette, Volt, Sonic and Spark that offer a glimpse of future stand-alone commercials for those cars, Perry said.
Martin NeSmith, owner of two Chevrolet-Buick-GMC stores in Georgia, believes the commercials are an improvement over much of the advertising that ran under the "Chevy Runs Deep," campaign, which recently was phased out after a little more than two years.
"It's better, but I'm not sure it's a game-changer," NeSmith said. "Chevy seems to have been really weak on marketing in the past eight months. They just can't seem to get a clear message out there."
You can reach Mike Colias at mcolias@crain.com.
