When one thinks of General Motors’ relationship with China, Buick flashes into the mind like a brake light in the Beijing smog. Sometimes, Cadillac comes up, as well. However, with Volkswagen preparing to slingshot past them in a manner akin to Danica Patrick being flung toward the front of the pack with help from Tony Stewart, CEO Dan Akerson is planning to aggressively push Chevrolet through the choking air, and into as many Chinese garages as he can find.
As Automotive News reports, the push will be directed by GM China’s chairman Tim Lee, who will also add SUV sales goals to the maturing market:
We got still a lot of mother brand-building to do for Chevrolet and we will resource that appropriately and get that job done… It’s a brand that has a total history in the country of about seven or eight years, so based on that relatively short time in the marketplace, our brand awareness is good, our product consideration is good. But can it be better? I guess.
The first volley fired in the upcoming battle for Chinese automotive supremacy will be the introduction of the second-generation Cruze to spur demand in the country’s burgeoning western sector, as well as smaller — and, one hopes, fully occupied — cities. GM aims to add 1,000 dealerships to this area by 2017, backed by an $11 billion investment through 2016 that promises to establish four new assembly plants manufacturing locally around 5 million units per year. GM also plans to bulk up Cadillac’s presence in China with a locally built version of the ATS come 2014.