Chevrolet Tavera was launched in 2004 by GM to tap the emerging segment in the Indian Automotive market : the SUVs. The brand has a good start and helped GM to project the much needed growth interms of volume. Tavera was pitted against Qualis when it was launched. Tavera was better in styling and other features, while Qualis was the ugly duckling. So naturally Tavera with its aggressive pricing became the choice of families.

Tavera was initially positioned as a comfortable family car. It was slated to dominate the Multi- utility vehicle segment with a potential even to eat into the C-class segment dominated by Hyundai Accent, Ikon and City. But nothing happened. The sales of Tavera was dipping and contrary to expectations, this product is not setting the market on fire. India is a good market for MUV or rather large vehicles. Although parking can be a major problem, the psychographic profile of Indian families need such a large mode of transport. We Indians like to take the family together on trips, films outing etc.

Most of the cars can accommodate 4 or maximum 5. If you have kids, they need more space to enjoy the drive. Iam not kidding because we think that kids need less space so we cram them up in small cars . Really they are uncomfortable sitting in Mom's lap or fighting with the sibling for the window view.

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