Chevrolet’s post on its Instagram profile talks about the farewell of one of Onix’s greatest rivals, Volkswagen Gol; see the post
A post on Chevrolet’s Instagram profile highlighted two cars much loved by Brazilians: the Volkswagen Onix and the Gol. In a post dealing with the exit of the Volkswagen Gol after 42 years on the market, the Chevrolet Onix claims to have been “competitor yes, enemy never”.
After that sentence, the post reads as follows: “Brazil salutes one of the great protagonists of the road: Gol, who together with Onix changed the way people think about cars. Don’t worry, we continue to do our best to go continue on this road”.
It was a beautiful yet clever homage from GM (owner of the Chevrolet and Onix brands). On the one hand, it paid homage to a best-selling car for 27 consecutive years (from 1987 to 2013). On the other hand, he proved that he (and not the VW Polo Track) is the rightful heir to the Gol legacy.
Like the Volkswagen Gol, the Chevrolet Onix was the best-selling car in Brazil (from 2015 to 2020). The Gol was successful because it managed to offer robustness, practicality, resale value and a great engine/transmission package in an affordable format: the hatchback car.
For years all competing brands have been trying to create their own “Gol”. Chevrolet had success with the Corsa and not so much with the Celta. Ford tried it with the Fiesta, but only succeeded on the second generation Ka. Fiat was a tough rival with the Uno and above all with the Palio; then strike again with the Argo.
The Chevrolet Onix, in turn, was successful because, in the same format as the Gol, it introduced multimedia and automatic transmission to the compact sedan segment. But it wasn’t as revolutionary as the Hyundai HB20, which raised the bar in the category.
Indeed, Volkswagen Gol and Chevrolet Onix have never been great rivals with each other. When Onix became the darling of the Brazilians, Gol was already in decline. But Chevrolet’s homage and opportunism, in making this post on Instagram, was valid, beautiful, delicate and intelligent.
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