Chevrolet plans an aggressive expansion across Southeast Asia after enjoying record regional sales in recent years.
General Motors, through its Chevrolet nameplate, sold 79,289 vehicles from January to November in the region.
Part of the company's winning strategy for sales growth involves an aggressive expansion of its dealership network.
Starting in Thailand, the automaker and its dealers will invest about 1.5 billion baht to expand its dealerships from 93 to 120 by the end of next year.
Part of the investment will also be used to upgrade the sales and service network, including the replacement of machinery and equipment to improve its service quality.
Significant steps are also being made to expand dealerships in Indonesia, which will have 55 showrooms next year.
Chevrolet will launch a modern dealership in Phnom Penh by February, while it is considering other new Asean markets.
The carmaker recently launched a US$40 million sales and service network in Vientiane, marking the start of an ambitious growth plan in Laos.
The next network in Laos will be opened in Pakse next year, while dealerships will be launched in Luang Prabang and Savannakhet by 2014.
Manignom Group, the new 5,000-square-metre flagship Laos dealership, has been open since July. In the past five months, Manignom has achieved a 6% market share, based on monthly sales figures. It sold 544 units, of which more than half were Colorado models imported from Thailand.
Chevrolet's product line-up in Laos includes the Spark, Sail, Cruze, Captiva and Colorado. Initial sales have been brisk, with the Colorado pickup's versatility proving especially popular.
"Chevrolet is excited to begin a new chapter in our company history with the grand opening of our first-ever dealership in Laos," said Martin Apfel, regional president of General Motors.
"We are thrilled to embark on this venture with Manignom Group, a partner with a great depth of experience in the automotive business. With Manignom's extensive knowledge of the Lao automotive market and Chevrolet's winning line-up of top-selling vehicles, our success is virtually guaranteed."
Chevrolet has initiated a multi-channel marketing campaign in Laos to strengthen brand recognition. In addition to sponsoring Miss Lao 2012 and the Lao music awards, print adverts and strategic billboard placements are increasing awareness of the company's 101-year heritage.
"The Lao automotive market is small but growing rapidly," said Souksamone Sihathep, president and chief executive of Manignom Group.
"Pickup trucks and sport utility vehicles are the best-selling models in Laos. What we see is the trend of more people buying new cars, from what used to be predominantly a used car market.
"Chevrolet has a great worldwide reputation for customer service, and we've focused on making sure that the Manignom showroom and its employees provide world-class customer care."