Chevrolet, also known as Chevy, is a division of General Motors (GM) that was founded by Louis Chevrolet, a race-car driver, and William C. Durant, founder of General Motors, in 1911 (Wikipedia, 2008). With a dramatic influence on the American automobile market in the 1950s and 1960s, one out of ten cars sold in the United States was a Chevy (Wikipedia, 2008). Chevrolet created an image of being the American vehicle by using slogans such as, “Heartbeat of America”, “An American Revolution”, and “America’s Best Trucks” (Wikipedia, 2008). As of today, Chevy offers over twenty vehicles ranging from subcompact cars to medium duty commercial trucks in addition to being offered in Europe and Asia (Wikipedia, 2008). The automotive industry is highly competitive and Chevy has faired well against its competitors. The main domestic and foreign competitors for Chevy include Ford and Toyota, respectively. In order to meet consumer demands and rise above its competitors, Chevrolet has devised new strategic planning.
Chevrolet has devised new corporate strategies in order to rise above the competition in the automotive industry. With the economic decline and concern for the environment, Chevy has been able to address current and future issues to not only benefit the company but also the economy and the environment as well. There are four key points that have been addressed with the new strategy. The first associated with the increasing gas prices and economic decline and the second issue addressing the increase in environmental awareness and concern, both leading to the development of hybrid, electric, and fuel cell vehicles in addition to the use of biofuels (Chevrolet, 2008). Chevy has also addressed the increase in environmental awareness by manufacturing parts from recyclable and renewable materials (Chevrolet, 2008). The third key point addressed was with the change in consumer demands for a more efficient vehicle. Chevy focused their attention...
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