ability to manufacture SUV’s with better fuel efficiency, improved safety features, and features
of smaller cars has allowed it to add a variety of sports-utility vehicles to its mix of products
(Ferrell and Hartline, 2014, p. 410).
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The models sold under the Chevy brand hold very different attributes and images when
compared to each other. For example, the Chevy Corvette possesses a very different image
than the Chevy Sonic. Do you see this variety as a plus or a minus for the Chevy brand?
The models sold under the Chevrolet brand have very different images and attributes when they
are compared to each other. I see this variety as being a huge plus for the Chevy brand. As
provided by the question, the Chevy Corvette and the Chevy Sonic possess entirely different
images from one another. The Chevrolet Corvette gives the image and performance of a sports
car (Ferrell and Hartline, 2014, p. 407).
Features contained by the Chevy Corvette include the
style which is Stingray Coupe 3LT, capacity of 2 passengers, gas engine, 2 doors, rear wheel
drive, a variety of safety technologies, etc. (Chevrolet, 2016, Corvette). These features make the
Corvette a rather expensive car that is owned by the racecar drivers, passionate car consumers,
and people who are in their fifties (Ferrell and Hartline, 2014, p. 408).
On the opposite end of the spectrum, Chevrolet manufactures and sells the Chevy Sonic. The
Chevrolet Sonic is described by the company as being a sporty, small car for those who want
more than just a way to get around (Chevrolet, 2016, Sonic). Features contained by the Chevy
Sonic include a Sedan LS style, gas engine, estimated 40 MPG highway, 10 airbags, 4 doors,
capacity of 5 passengers, front wheel drive, innovative technology, etc. (Chevrolet, 2016, Sonic).
These features make the Sonic very affordable and fun car that is owned by a variety of people.
The vehicle is on average price and is much more likely to be purchased by mid-class families
than by racecar drivers and/or car fanatics.
These two extremely different types of vehicles which are both products of Chevrolet provide as
an excellent example of the company’s brand diversity. By offering vehicles on all points of the
spectrum, Chevrolet is able to capture consumers from all different types of markets. I think that
this variety has already proved itself to be a plus based on the fact that the company as a whole