Chevrolet Celebrates Grand Opening of First Dealership in Laos
- Chevrolet aims to set new regional sales records in 2013 with expansion in Laos ensuring these goals are met
- Aggressive growth strategy in Laos, with sales in the first five months already acquiring 6% market share. Plans to expand Chevrolet’s new showroom in Pakse next year, adding a satellite showroom in Vientiane, and building new dealerships in Luang Prabang and Savannakhet
- Chevrolet keen to expand in South East Asia and will open a new dealership in Cambodia in February 2013
Vientiane, Laos – Chevrolet officially launched its first dealership in Laos today with a Grand Opening celebration in the capital. The unveiling ceremony marks the start of an ambitious growth plan in Laos, part of the automaker’s continued expansion in Southeast Asia, a region where Chevrolet has enjoyed record-breaking sales during the past year.
The new 5,000-square-meter flagship Laos dealership has been open since July. In the past five months, Manignom has managed to achieve a 6% market share, based on monthly sales figures. A total of 544 units have been sold since the opening of the new dealership.
Chevrolet’s current product lineup in Laos includes the Spark, Sail, Cruze, Captiva, and Colorado pickup. Initial sales have been brisk, with the rugged Colorado pickup’s versatility proving especially popular among Lao drivers. Over 50 percent of total sales have been of the Colorado.
“Chevrolet is excited to begin a new chapter in our company history with the Grand Opening of our first-ever dealership in Laos,’’ said Martin Apfel, President, General Motors Southeast Asia Operations. “We are thrilled to embark on this venture with Manignom Group, a partner with a great depth of experience in the automotive business. With Manignom’s extensive knowledge of the Lao automotive market and Chevrolet’s winning lineup of top-selling vehicles, our success is virtually guaranteed.”
The extravaganza, held at Manignom Group Chevrolet dealership in Vientiane, featured classical Lao music and dance performances along with a Lao silk fashion show. A variety of VIPs were in attendance, including top regional Chevrolet executives and the newly crowned Miss Lao 2012, the company’s brand ambassador in Laos. Chevrolet is a proud sponsor of the Miss Lao beauty pageant, with the winner taking home a brand new Chevy Spark to drive as part of the grand prize.
Chevrolet has initiated a multi-channel marketing campaign in Laos to strengthen brand recognition. In addition to sponsoring Miss Lao 2012 and the Lao music awards, print ads and strategic billboard placements are increasing awareness of the company’s 101-year-old heritage.
“The Lao automotive market is small but growing rapidly,” said Souksamone Sihathep, President and CEO of Manignom Group. “Pickup trucks and SUVs are currently the best-selling models in Laos. What we see is the trend of more people buying new cars, from what used to be predominantly a used car market. Chevrolet has a great worldwide reputation for customer service, and we’ve focused on making sure that the Manignom showroom and its employees provide world-class customer care to this new wave of customers.”
In February, Chevrolet will launch a modern new dealership in the Cambodian capital, Phnom Penh and the company is also considering its entry to other new markets in ASEAN. Significant steps are also being made to expand dealer networks in Indonesia, which will have 55 showrooms by 2013.
As for Thailand, by the end of next year, Chevrolet will have 120 dealerships in place throughout the country, a 29% increase in the dealership network. Chevrolet along with its dealers will invest Bt 1.5 billion into its dealer network in 2013 to further improve service quality.
GM, through its Chevrolet nameplate, sold a total of 79,289 vehicles for the period of January to November, 2012 in the Southeast Asia region. Part of the company’s winning strategy for sales growth involves an aggressive expansion of its dealership network throughout the region.