“It will also reduce SMR costs which will improve running costs. We need to exploit where possible the efficiency we have with the shared GM parts bin.”

Terry describes Chevrolet’s fleet strategy as a “360- degree approach” which is targeting fleet decision-makers and fleet drivers alike.

“We have more fleet customers to go and talk to that we may not have had conversations with in the past, or who understand our model range,” he says.

“But it’s double-edged; a 360-degree approach that targets the fleet manager and fleet user.”

Chevrolet will be spending more on marketing to raise its profile, with the emphasis on its low P11D prices which translates into low benefit-in-kind taxation.

“Users don’t want the tax burden so they are pushing fleet managers that they want Chevrolet on the list,” Terry adds.

“Our key targets are the end-users in Motability, leasing and corporate where a member of the public chooses to drive the vehicle.

“We think they will be bowled over by our new models and tell their friends. That’s where the brand will grow.”

Despite curtailing its rental business last year, Chevrolet retains a presence in the sector. Volume will remain at 2010 levels, although Terry is looking to take greater control over how the cars return to market.

He intends to buy back around two-thirds of rental cars which will then be sold via the retail network – two years ago most were sold at risk.

Chevrolet is also engaging the pricing guides and leasing companies to ensure their understanding of its models and its fleet strategy improves in order to secure better figures. It’s working.

Over the past year, Chevrolet’s residual values have been steadily rising for its core Cruze and Captiva (old model) cars.

Globally, half of General Motors’ cars are sold with a Chevrolet badge. But while the company’s total market share in the UK fell last year to just 0.67%, after its withdrawal from short-cycle business, sales have generally been on the increase. This year it wants 1.5%.

Although the bulk of the new business will be seized from the likes of Kia and Hyundai, Terry also claims wins from premium brands such as BMW and Volvo over the past year.
“We have a neutral brand perception with customers so they can go from a premium car to a Chevrolet without anyone raising a question,” he explains.
“We are here to do good business and we are here for the long term.”

Chevrolet models

Captiva

Refreshed this year as a seven-seat SUV.

FN verdict: “A much improved SUV with competitive running costs.”

Orlando

A seven-seat people carrier launched last year.

FN verdict: “The Orlando may not offer Ford C-Max sophistication, but it is a comfortable and competent alternative costing considerably less.”

Spark

A five-door city car that has become a firm favourite with the Motability market.

FN verdict: “Huge improvement over the Matiz it replaces – a good-looking car that offers decent value”

Cruze 5dr

Due in quarter three, this hatchback moves Chevrolet into the high-volume C-segment.

FN verdict: “The Cruze is already a credible car in its sector; the five-door version will increase its appeal with fleet drivers.”