2004 Chevrolet Epica Preview

"Only in Canada" You Say?

For 2004 Canadians can feel a wee bit special when it comes to midsize vehicles. You see, Chevrolet will be introducing an all-new 4-door sedan aimed squarely at the Honda Accord, Toyota Camry, and Nissan Altima rat pack. This little trio of Japanese dominators has monopolized much of the midsize market, until 2004 that is.

Arising out of the pact between Daewoo Motors, G.M. and Suzuki (GMDAT) is a midsize unit manufactured at a reworked Daewoo facility in Korea. The American Suzuki Motor Corporation will market this little dueler south of the 49th parallel under the label of Verona. However north of the world's longest undefended line in the dirt, General Motors Canada will market essentially the same vehicle as a GM product (likely due to Suzuki's very limited Canadian dealer network). The exclusive to Canada Chevrolet will sport the "Epica" moniker.

Now that international protocol has been addressed, let's have a look at a vehicle that is sure to turn up the heat in the midsize sedan pressure-cooker. The fundamental customer- winning objective of the Epica is to give the middle-aged buyer with refined tastes better value, quality and luxury for thousands less than the competition. What this really means is that it will "do battle with the rat-pack, but for a whole lot less coin."

This type of direct, head-to-head competition is hard on manufacturers, but oh so rewarding for consumers. In a sense, it's the free enterprise equivalent to deregulation. The message is simple, if you want to remain in business you had better provide the penny-pinching well-educated consumer with greater value and customer satisfaction than your competition, period. Nobody's going to protect you from declining customer loyalty or force new customers through your front door. Only value and quality will achieve such objectives in these heady days of automotive retail competitiveness.