After a year of record-high returns on sales, Chevrolet dealers are setting their sights even higher.
"Let's keep that same momentum going," said Steve Hill, head of Chevrolet. "That innovative, entrepreneurial spirit turned what could have been a horrible year into our best profit year ever for Chevrolet."
Chevy's overall message to retailers during its make meeting at the NADA Show last week was clear: continue the partnership and innovation that the brand and its dealers strengthened in 2020, said Mike Bowsher, chairman of the Chevrolet National Dealer Council.
"We're not going to revert back to our old ways," said Hill. "We had a COVID shortage of inventory, and now we've got a semiconductor shortage of inventory. We've got to lean in on the learnings."