After several years and hundreds of millions of dollars spent trying to make Chevrolet a popular mass-market brand in Europe, General Motors is making a U-turn.
The company said Thursday that it is withdrawing Chevy as its No. 1 brand for mass-market vehicles in Europe and will make Opel its primary mainstream line.
It's the kind of move that makes sense when you look at the numbers. At the same time, it raises more questions about GM's long slog in Europe—where it has lost money for the past 14 years.
General Motors plans to stop selling most Chevy cars and crossovers in Europe by the end of 2015, the company said. It will still sell Chevy's iconic models, such as the Corvette, but mainstream cars such as the Cruze will no longer be offered under the Chevy badge.