Andrew Smith, Auto Coordinator

photo by Andrew Smith/Photography Editor

Would you buy an American-made car? A few decades ago the answer might have been in the negative since consumers perceived them as gas-guzzling, unreliable behemoths, even in their home market. Who would have thought that GM (previously known as General Motors) would be able to conceive of, let alone manufacture a car giving 45 miles to the gallon? Yet they do, and this vehicle - the Chevrolet Spark - is available in Jamaica along with two of its fellow economy cars from local dealer GM Challenger.

The name GM is synonymous with its impressive line of rugged pickup trucks - Chevrolet's Silverado, Avalanche and Colorado - and its sport utility vehicles (SUVs), including Chevrolet's - Suburban and Trailblazer. Of course, we must include the consumer version of the military's High Mobility Multipurpose Wheeled Vehicle (Humvee), known as the Hummer. However, due to the Jamaican government's current tax regime that imposes duties of up to 180 per cent on perceived luxury vehicles, GM Challenger has found the cost to carry these vehicles prohibitive (sorry, no Corvettes!)

Choosing to focus their attention on passenger cars, GM Challenger is following through on its bid to provide inexpensive function and safety in the trio, the Spark, Aveo and Optra.

The cars are especially attractive to first-time car owners.

PASSENGER CARS

The Chevrolet Spark is a five-door, five-seater economy car with an 800 cc, 6-valve, 3 cylinder engine, boasting a fuel economy of 45 miles per gallon. It is targeted towards the first-time car buyers who want to buy a new car and is being sold at $910,000.00. "The Spark is our best selling model, selling 8 to 10 units per month,"commented Nigel Pagon, CEO and chairman of GM Challenger. "We started selling it in June 2007, and females are the main consumers for this model."

Sold primarily in developing countries, it has received mixed reviews from consumers worldwide (see www.carsurvey.org). Some praise its handling in narrow and congested city streets and efficient fuel economy, while others have noted noise problems when the car is accelerating, and a jerkiness on deceleration which are probably related to the 3 cylinder engine.

The Chevrolet Aveo is a step-up from the Spark. This family-sized economy car is made in South Korea for the American market and comes in both 4- and 5-door models with a 1.5 litre, DOHC 4 cylinder engine. At $1.2M, it is priced to compete against the Toyota Yaris and Suzuki Liana. Its comfortable and spacious interior easily fits five adults.

The top of the trio is the fully powered Chevrolet Optra featuring either a 1.6 litre, 107 HP or 1.8 litre, 121 HP with a 16 valve, DOHC engine. Designed to go head to head with the Toyota Corolla and Honda Civic, it is priced at $1.7 million. A unique feature of the Optra is the 'black box', which operates in a similar way to an airplane's flight data recorder. If the car is involved in an accident, it can be hooked to Chevrolet's type 2 diagnostic equipment and the speed and other conditions that existed before the collision can be obtained and analysed.

2007 PLANS

GM Challenger intends to make 2007 the year that they allow a younger generation to be able to afford a brand new car. As such, they will be involved in promotions at football games, university activities, stage shows and road shows across the island. They have also formed alliances with financial institutions such as Churches Co-operative Credit Union and National Commercial Bank Ja. Ltd., who have Aveos and Optras in their fleet.

So GM Challenger hopes to attract young Jamaicans to inexpensive American-made cars. It will be interesting to see how they do.