General Motors has typically been selling vehicles in Korea under its Daewoo brand, but the company announced it will launch the Chevrolet nameplate in the South Korean market starting in 2011.
“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 Mike Arcamone, president and CEO of GM Daewoo Auto & Technology. “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.”
Although GM is bringing its Chevrolet brand to Korea, it will continue to sell Daewoo-branded vehicles. Arcamone emphasized that the decision to sell Chevrolet vehicles in Korea is about brand coexistence, not brand replacement. The relationship could go two different ways. Either Chevrolet could handle Daewoo’s larger vehicles as it does in Europe, or the Chevrolet brand could be applied on youthful, sporty vehicles, targeting a different buying audience.
GM has yet to detail Chevrolet’s Korean lineup, but the sole confirmed car for the market – the Camaro — indicates the automaker may take the second approach. The retro-muscle car will hit the Korean market in 2011, and will be joined by other Chevrolet-branded offerings shortly afterward.
Daewoo is also using the Busan motor show to launch its new Alpheon sedan (a rebadged Buick LaCrosse), but we’re more interested in the premiere of the new Orlando — the seven-seat compact MPV that will ultimately be sold in both Europe and North America as a Chevrolet. Stay with Automobile Magazine/ Motor Trend for the latest on the Orlando’s launch.