Chevrolet laChevrolet launch U-VA in Bangalore, TVC on regional channels in offingunch U-VA in Bangalore, TVC on regional channels in offing

BANGALORE: After launching the Aveo U-VA in Delhi, Mumbai, Kolkotta and Chennai, GM today launched it in Bangalore. Hyderabad is next in line.

The UV-A is made on the Aveo platform which GM expects will bring in sales of 20000 units during the current financial year and add to the overall target of 72,000 units that GM has planned for their India operations. In CY 2006, GM had sales of 36,000 cars of which 22,000 were Tavera.

With the Aveo, GM plans to take on the Maruti Swift and the Hyundai Getz and are targeting the ‘Pyschogarphics’ as GM term them or people who choose that brand that fits their personality.

To meet their targets, GM plan an aggressive 360 degree campaign, BTL activities, road shows, hoardings, displays in prominent malls, the works. A TVC by Prasoon Joshi of Macaan Erickson is likely to be aired (if ready) by 12 January 2007 on all major networks, or shall we say the English and the Hindi channels? What is different from the norm for GM is that the TVC will be dubbed in the southern languages and aired towards the end of January on the major vernacular networks in Tamil Nadu, Kerala, Karnataka and Andhra Pradesh, with special emphasis on the former two states. Madison handle the media end of the business for GM.

Last year GM spent around Rs.700 million towards media advertisements and over all around 100-150 million more towards other marketing initiatives according to GM vp –marketing, sales & after sales Ankush Arora, while speaking with on the sidelines of the press conference.

In view of the higher targets, and considering that over the next six month GM intend to launch their new small car (Smart?) to take on market leaders Hyundai’s Santro and Marutis Wagon R in that segment, their spends are likely to be mare than a shade higher.

Besides the cars on the Aveo platform (Aveo, U-VA), GM also manufacture the Optra, the Tavera and the SRV in their plant in Halol, Gujarat.

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