Fleet News

GM in £1m bid to capture 1% of UK premium market

GENERAL Motors is spending more than £1 million over the next few weeks in the first step of an attempt to drive a group of niche vehicles to a 1% share of Britain's congested premium car market. A campaign which is planned to culminate in winning annual sales of around 20,000 units in three years' time began when the right-hand-drive Cadillac Seville STS arrived in UK showrooms on May 15.

Around 300 examples of the plush 4.6-litre STS are expected to be sold this year by a new network of 10 dealers, but brand manager Peter Wartnaby believes 450 cars should be registered by 15 dealers next year. 'We will make a steady start, but there is potential for growth - and we think we'll make a particularly good impression with the Chevrolet Blazer sports utility model,' he said when European plans for GM's north American-built products were unveiled in Detroit.

'Our research shows a significant number of business motorists are seeking vehicles which are different and have specific appeal. The Cadillac will be a credible contender because it has an unbeatable package of specification at £39,750, which is a very attractive price. And when it arrives here at the Birmingham Motor Show in October at less than £24,000, the right-hand-drive Chevrolet Blazer will give our programme a significant boost.'

Vauxhall fleet sales programmes and marketing manager Keith Michaels said an announcement was imminent on the appointment of a senior Vauxhall executive to have overall responsibility for sales of north American vehicles.

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