Cruze LTZ Automatic - Official Release + faux pas The long awaited Chevrolet Cruze Auto was introduced today at the Taj Vivanta adjoining the ITPL, Bangalore. Mr Karl Slym, President and Managing Director GM India launched the car along with Mr P Balendran, VP Marketing and Rohit Paranjape, Dir. GM Technical Centre.
So why the release of the car in Bangalore - why not Delhi or Mumbai which are the usual launch pads?
We knew it but did not know that much. We know GM have a vast technical research and design centre in Bangalore. It has been in operation for 5 years. What we were unaware about was how large it is - 750 and still growing. It is a centre of excellence for Powertrain Engineering - transmission design, some control system and engine system design. I had gone for a facility tour earlier which is in a separate thread. This centre validated the Cruze for India hence the significance of releasing the car in this location. 70% of the transmission systems were either designed or modified by the team over here. What did Mr Slym talk about? - The significance of the X300 platform and how it is a winner. Bold styling, advanced features for the money and the awards received. He did harp about it being a great driver’s car. I’ll rest my case on that
- They are thrilled with the various awards (I think most new cars that were launched got some award or the other though!)
- Order book is for two months
- Second shift on stream in Halol for a capacity of 700 cars per week
- 60% local content for Cruze. 85% for Beat. In the case of the latter, they stamp their own body panels
- Talegaon engine plant due on stream in November
- No plans for the 2 litre Petrol
- Pensive about budget
- Cruze auto- same power and style but more convenience
- Stressed importance of safety
- Aggressively bringing in new models
- Dealerships to move from 200 to 300 end of year
- 30 used car outlets going onto 70 - sold twice as many cars as planned
- Cruze developed in Germany and adapted locally
- High -end LTZ model is more in demand
Questions were asked about - Why small cars do not have auto (cost reasons).
- Is there a market ? (growing but no figures given)
- How will you educate the custmer about fuel consumption issues (no proper answer)
It was then over to the Ashim Gupta to talk about the cars features. It was a repeat about the normal Cruze features. Keyless go etc - Relaunched the Bow Tie
- They are planning to marketing the car in a bold but crisper fashion
- He announced the price Rs 13.45 L compared to the competitors and considering the features, VW will be squirming
and then Oopsy Daisy Time
The forthcoming TV ad,
Three dudes walk in and buy a Cruze with a platinum card after seeing the featured. Cruise and pull up at a traffic light near an Endeavour. The Endeavour windows roll down. A few Sikhs playing Bangra. A drag race results, usual gaali exchange at 100 km/h, and some dangerous driving.
Ad ends, I am about to stand up when an old man in front rails at them - “what an earth were you thinking? You are contravening the Motor Vehicles act!”
Ashim starts on about youth image etc but Balendran twigs on and cuts him off saying we will discuss this. The ad is not released yet
We then go outside to release car. Few stringers in a hurry and slip into the pond at the side of the steps.
Usual posing.
I then take a look inside. Again, nothing new except for the stick.
Summarising, faux pas ad apart, a great package at a killer price. However the chrome and plastics are a little questionable though.
Last edited by ajmat : 28th February 2010 at 18:29.
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