Much like Ford’s current strategy, General Motors wants to ensure that Chevrolet products are more unified globally. For example, this strategy will help bring GM’s European lineups more inline with product offerings here in North America. But the automaker will aim to strengthen the Chevrolet brand in Asia as well, particularly in Korea.
For years Chevrolet products have been sold in South Korea under the Daewoo brand. However, that’s about to change with the introduction of the Chevrolet Camaro there in 2011.
“According to our market research, half of all Koreans are familiar with the brand and more than 80 percent are aware of Chevrolet’s distinctive logo,” said GM Daewoo Auto & Technology President and CEO Mike Arcamone. “This is indicative of the positive brand image that already exists among consumers in Korea toward Chevrolet. We see tremendous upside with its introduction.”
The news of Chevrolet’s impending arrival in Korea comes in conjunction with the start of the Busan International Motor Show. Although the brand has not been sold there under its own name, GM officials remain confident in the brand’s universal appeal and that the Camaro will serve as a stellar brand ambassador.
“Chevrolet has enjoyed success in mature markets in North America and Europe, as well as in emerging markets in Asia Pacific and Latin America,” said Tim Lee, GM International Operations President. “We are confident that it will drive us into a new era in Korea.”
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