• Apr 29, 2010
Chevrolet Camaro goes to South Korea – Click above for high-res image

General Motors decided several years ago to begin heavily promoting Chevrolet as its global mainstream brand even in markets where its existing brands like Opel and Daewoo were a dominant force. Today, at the Busan Motor Show in South Korea, GM Daewoo president Mike Arcamone announced that the Camaro would lead the way in GM's efforts to market Chevrolet in South Korea.

For now at least Chevrolet and Daewoo-branded vehicles will coexist in the Korean market. However, while we were in China last week GM officials told us that the Daewoo brand, which has been somewhat tainted by past quality issues, would eventually be phased out in favor of Chevrolet. When the new Aveo launches next year it will likely be badged as a Chevrolet even though GM Daewoo is in charge of engineering the car.

[Source: General Motors]
Show full PR text
GM to Bring Chevrolet to Korea
Will launch GM's leading global brand to strengthen its position in domestic market

2010-04-28

Busan, Korea – Chevrolet, General Motors Company's leading global vehicle brand, will be introduced in Korea in 2011. GM Daewoo Auto & Technology President and CEO Mike Arcamone made the announcement today at a press conference held in conjunction with the opening of the Busan International Motor Show.

"The introduction of Chevrolet will enable us to provide our customers an array of exciting new vehicles from the brand's global lineup, giving them more driving options," said Arcamone. "This will help GM Daewoo increase our sales and market share in the domestic market while generating additional revenue, strengthening our employees' job security, creating new jobs and resulting in additional investment in Korea. We regard it as a key to our long-term success."

As an example of the products that Korean consumers can expect, GM Daewoo introduced the new Chevrolet Camaro at its motor show stand. The popular sports car will go on sale in Korea 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 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."

Arcamone also emphasized that today's announcement is about brand coexistence, not brand replacement. "Our decision to launch Chevrolet is in the best interest of GM Daewoo and Korea," he said.

Founded in 1911 and named after famous race car driver Louis Chevrolet, Chevrolet is one of GM's four core brands. Last year, Chevrolet accounted for 44 percent of GM's global sales and registered a 21 percent increase in sales from the previous year.

"GM is bringing the new brand to Korea to enhance our presence in the domestic market," said GM International Operations President Tim Lee. "Last year, 3.3 million Chevrolet vehicles were sold in 130 markets worldwide, making it the fourth most popular passenger car brand globally."

The success of products such as the new Chevrolet Cruze global compact sedan and the next-generation Chevrolet Spark mini-car has played a key role in Chevrolet becoming one of the fastest-growing vehicle brands in the world. Chevrolet sales in 2009 were twice those in 2005.

"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 Lee. "We are confident that it will drive us into a new era in Korea."

About General Motors

General Motors, one of the world's largest automakers, traces its roots back to 1908. With its global headquarters in Detroit, GM employs 217,000 people in every major region of the world and does business in some 140 countries. GM and its strategic partners produce cars and trucks in 34 countries, and sell and service these vehicles through the following brands: Buick, Cadillac, Chevrolet, FAW, GMC, GM Daewoo, Holden, Opel, Vauxhall and Wuling. GM's largest national market is the United States, followed by China, Brazil, Germany, the United Kingdom, Canada, and Italy. GM's OnStar subsidiary is the industry leader in vehicle safety, security and information services. General Motors acquired operations from General Motors Corporation on July 10, 2009, and references to prior periods in this and other press materials refer to operations of the old General Motors Corporation. More information on the new General Motors can be found at www.gm.com.

About Chevrolet

Chevrolet is one of America's best-known and best-selling automotive brands, and one of the fastest-growing brands in the world. With fuel solutions that range from "gas-friendly to gas-free," Chevrolet has nine models that offer an EPA-estimated 30 miles per gallon or more on the highway, and offers two hybrid models. More than 2.5 million Chevrolets that run on E85 biofuel have been sold. Chevrolet delivers expressive design, offers spirited performance and strives to provide the best value in every segment in which it competes. More information can be found at www.chevrolet.com.


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    • 1 Second Ago
  • 19 Comments
      • 4 Years Ago
      "General Motors decided several years ago to begin heavily promoting Chevrolet as its global mainstream brand"

      If that's the case why have they decided not to sell the Camaro in Australia? Particularly as Holden had so much involvement in the design research and development of the car

      Sure Lutz said there wasn't enough interest or demand for the Camaro in Oz; but that was just an excuse because if he actually came Down Under he would see how wrong he was.

      Hopefully we will get the 2012 C7 Corvette.. I wouldn't mind seeing the HH-R Nomad in Australia either
      • 4 Years Ago
      Chevrowoo is invading Korea. :-)

      Probably a good thing to ditch the Daewoo brand. Their cars (at least seen in the US) were never very good.
      • 4 Years Ago
      I hope Korean government take it back and merge it Ssangyong so they can make it into another global player, there need to be more variation on Korean roads.
      • 4 Years Ago
      Yet us Aussies are still left out even though the car was designed Down Under......why are you so mean GM!
      • 4 Years Ago
      Whoa a Daewoo supporter, I didn't see that coming!
      • 4 Years Ago
      where the hell is Camaro? Europe calling!
      GM confirmed a few times it would sell it here, they are losers, I still don't see them in dealerships. Where is also the new Cadillac chain?!? Losers, Losers, Losers!
      • 4 Years Ago
      How do you say "man, that Camaro is heavy" in Korean?
        • 4 Years Ago
        How do you say "man, that Camaro is heavy" in Korean?

        Direct Korean: "이런, 카메로는 정말 무겁군"
        Korean in English: "e-ron... camero nun jeong mal moo guop goon"

        e-ron: "shoot"
        nun: "is"
        jeong mal: "really"
        moo guop goon: "is heavy" ("moo guop da" is the verb)
        • 4 Years Ago
        I somehow doubt it was a serious query.
        • 4 Years Ago
        남자, 그 Camaro 몰고 다니지는 무거

        I think. Courtesy of Google Translate.
      • 4 Years Ago
      Daewoo really can't compete with Kia or Hyundai, both companies now making very good cars, so it is probably in GM's best interests to ditch the brand and promote Chevy instead. Chevrolet used to be an iconic American name, it might actually sell well in Korea.
        • 4 Years Ago
        If I were GM, I'd really want to sell Buick in Korea alongside China, with Chevy reserved for American "specialty" cars like the Camaro & Corvette.

        If Daewoo needs to go, why not Opel? It's already global & multinational.
        • 4 Years Ago
        Ok, most (if not all) Daewoos are actually Chevrolets. It's only a badge swap....
      • 4 Years Ago
      GM may have other valid reasons for the branding change, but if it seriously involves "hiding" the bad perception of one brand name by just sticking a different brand name on the same vehicles, it's disappointingly familiar.

      One would think it would be very much in their longer term interest to stick with a name and improve the vehicle to recapture the public trust, but maybe that's a longer term perspective than shareholder driven, quarterly profits-seeking companies are willing to even consider.

      Compare Cavalier, Cobalt, Citation names versus Civic, Corolla, 3-Series, C-Class
      • 4 Years Ago
      I hope Korean government take it back and merge it with Ssangyong and make it into another global player, there need to be more variation on Korean roads.
      • 4 Years Ago
      -- GM officials told us that the Daewoo brand, which has been somewhat tainted by past quality issues --

      only somewhat tainted?
        • 4 Years Ago
        I got stuck with a Daewoo rental a few years ago. It was their smallest model. Oh my, what a horrible car. It was so bad in so many ways, I cannot even begin to tell you. I would never buy a Daewoo, regardless of what badge it wore.
      • 4 Years Ago
      It's interesting to note that GM is planning to sell the Buick LaCrosse as the Daewoo Alpheon.
        • 4 Years Ago
        All true - but if GM is planning on selling the Malibu in Korea, would they go ahead and rebadge the LaCrosse as a Chevy as well? (Not exactly a need for the same brand to sell 2 mid-size (on the large end) FWD sedans.)
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