Sibling rivalry: every family faces it, at one point or another. And what are automotive groups such as General Motors if not one, big (and bailout-happy) family? Platform and parts sharing is the name of the game in order to reduce costs and maximize profit margins. But what happens when two brands, like Opel and Chevrolet start to overlap each other?
Having introduced five new cars in the past 18 months and on the verge of launching a major TV, print and digital campaign this summer to celebrate its centennial anniversary, Chevrolet is trying to become more premium.
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