By George Guimarães | Translated by Jorge Meditsch
Chevrolet will start a new and important phase in the Brazilian light commercial vehicles market on December 1. On this date, the brand will present the New Montana, a pickup that will be at the dealers only in the first quarter of 2023 but will be available to be purchased in advance from December.
The consumers who want to buy the pickup can already enroll at Chevrolet’s website. Besides getting more details on the action, the enrolled will be able to reserve the vehicle one hour before the official presale opening on the first day of next month.
Montana appeared in Brazil two decades ago as a variant of the compact hatch Corsa and, afterward, the Ágile. It went offline about one year ago to rebirth now with just the name in common with the previous versions.
The model 2023 will be much larger than the two first generations and was developed to dispute the medium pickups segment, unprecedented for the centenary brand in Brazil, currently represented only by the larger S-10.
It also has another mission regarding the old Montanas. If the previous models never disputed the leadership among the compacts, the 2023 Montana intends to lead among the medium-size segment. To do so, it shall overcome the Renault Oroch and Fiat Toro, the only two products in the same segment.
It is not a simple task, especially to fight the Toro. The Renault model originated this subsegment in 2015, but in the following year, it would get a competitor in the Toro, which since then took the sales leadership.
From January through October, the Fiat’s pickup sold 41.8 thousand units, while the Oroch had 9.4 units delivered. Toro’s monthly average of more than 4 thousand units is the basis on which General Motors should be working to position the New Montana at the top.
The New Montana is built on the GEM (Global Emergent Market) platform, already used in the Onix and the Tracker SUV. Produced in São Caetano do Sul, it will be an important factor for General Motors to recover its share in the internal market.
The manufacturer currently has 14.8% of the vehicle sales, behind Fiat, which leads with 22%, but occupies the third place when only the light commercial vehicles are considered.
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