Chevy Taking No Prisoners in Building Global Brand Recognition

  1. Welcome to GM Inside News Forum – General discussion forum for GM

    Welcome to GM Inside News Forum - a website dedicated to all things GM.

    You are currently viewing our forum as a guest, which gives you limited access to view most discussions and access our other features. By joining our community, at no cost, you will have access to post topics, communicate privately with other members (PM), respond to polls, upload content and access many other special features. Registration is free, fast and simple, Join GM Inside News Forum today!
     
+ Reply to Thread
Page 1 of 3 123 LastLast
Results 1 to 15 of 40

Thread: Chevy Taking No Prisoners in Building Global Brand Recognition

  1. #1
    GMI Staff Member Premium Member nadepalma's Avatar
    Join Date
    Jan 2003
    Location
    New Jersey
    Posts
    8,860
    Thanks
    43
    Thanked 257 Times in 148 Posts
    My Ride
    2007 Ford Fusion

    Chevy Taking No Prisoners in Building Global Brand Recognition

    Chevrolet Taking No Prisoners in Building Global Brand Recognition
    Barbara McClellan March 22nd, 2010

    General Motors is leveraging its global operations to further promote the Chevrolet brand worldwide, and this is both good and bad news for several of its overseas units, namely Opel and Daewoo.

    When GM decided to sell Opel last year, a deal which ultimately didn’t go through, it dissolved GM Europe and gave Chevrolet its own parallel organization that could compete with Opel in Europe. Since then, the Chevy brand has been on roll worldwide.

    GM is expected to announce at the Busan International Motor Show next month plans to apply the Chevy bowtie to all cars manufactured by the GM Daewoo subsidiary in South Korea. It’s not yet clear if the Korean-made cars will be rebranded all at once or be phased in on selected models.

    Up to now, GM vehicles built for the domestic market there have been identified as Daewoo, while those for export have been badged Chevrolets. The main reason for the name change in Korea is to bring more appeal to younger buyers who covet owning well-known foreign brands.

    GM Daewoo-made vehicles already are marketed as Chevys in more than 150 countries, so it appears to make sense.

    “Because we are the only country in the world left with the Daewoo name, coupled with the fact we need to increase our domestic sales, we began looking at whether or not to change the product name from Daewoo to Chevrolet,” Jay Cooney, GMDAT vice president-corporate affairs, tells Ward’s.

    Cooney doesn’t know whether adopting the Chevy brand will lead to a corporate name change as well.

    Maintaining the Daewoo name has been a sensitive issue in Korea since 2000, when GM first began negotiations to buy the bankrupt auto maker. Unions worried GM would erase both the name and the heritage of Daewoo, one of several large conglomerates that dominated the country in everything from car making to ship-building and electronics.

    There were fiery worker protests supporting strong national sentiment that favored keeping the Daewoo name. After several years of negotiations, GM finally bought most of Daewoo’s automotive assets and has marketed its vehicles under the brand in the local market since. That is now about to change.

    Chevy also is growing in Europe, where GM is targeting the brand for 1 million sales annually by 2015. The U.S. auto maker decided to make the switch to the Chevy brand from Daewoo in the region in 2004, when Chevrolet was growing faster than its competitors including Hyundai and Kia.

    Chevy remained the fourth best-selling global brand in 2009 with 3.5 million units. Of these, 425,874 were delivered in Europe, including Russia and Uzbekistan, its sixth and seventh largest markets after the U.S. Brazil, China, Canada and Mexico.

    While at one time a mish-mash of vehicles from many sources, the Chevy range is starting to be the same the world over, and Germany’s Opel is starting to feel the heat, as the two have shared architectures and components in the midsize-car segment for many years.

    Opel sales were down 7.8% in Western Europe in 2009, compared with Chevy, up 5.5%, according to ACEA, the region’s vehicle-manufacturers’ association.

    But Wayne Brannon, president of Chevy Europe denies there is competition between the siblings, noting Chevy, priced downstream from Opel, was able to take more advantage of Europe’s scrappage incentive plans last year.

    MORE AT Ward's Auto
    "La vita č come un albero di Natale..c'č sempre qualcuno che ti rompe le palle!"

  2. Remove Advertisements
    GM Inside News
    Advertisements
     

  3. #2
    GMI Staff Member Premium Member nadepalma's Avatar
    Join Date
    Jan 2003
    Location
    New Jersey
    Posts
    8,860
    Thanks
    43
    Thanked 257 Times in 148 Posts
    My Ride
    2007 Ford Fusion

    Re: Chevy Taking No Prisoners in Building Global Brand Recognition

    GM is expected to announce at the Busan International Motor Show next month plans to apply the Chevy bowtie to all cars manufactured by the GM Daewoo subsidiary in South Korea. It’s not yet clear if the Korean-made cars will be rebranded all at once or be phased in on selected models.
    While I orginally had doubts about this cause I feared GM Daewoo sales in S. Korea would fall apart, I think GM may be thinking more globally about the "perception" of Chevy world-wide.

    By calling all cars made and sold in South Korea "Chevrolets" (or at the very least "Chevrolet-Daewoos" for a time), they insulate the rest of Chevy's sales world-wide from being seeing as "tarted up Daewoos" or "rebadged Daewoos".

    I think its a smart move, though I don't doubt that their sales in S. Korea may collapse in the process. Even if that happens though, I have a feeling its still the right move. If need be, they can sacrifice their sales in S. Korea to bolster and improve the perception of Chevrolet cars world-wide in markets like Europe and China --- where they arguably can/do sell more vehicles than in the Korean domestic market.

    Just my two cents...
    Last, and certainly not least, GM is planning an all-new family of global vehicles for emerging markets under the Chevy brand that will be designed in Brazil and built there and at GM’s Uzbekistan joint venture. Market introduction is planned for 2012 or 2013.

    GM is studying the possibility of selling the cars in Mexico, South Africa and the Middle East as well. Uzbekistan currently builds – you guessed it – the Daewoo Matiz minicar, Lacetti and Nexia sedans for the local market.
    I'd be interested to see these products and how they will fit in with Chevy's range world-wide. I know that they sell different cars in markets like S. Africa, Brazil, Argentina, etc compared to other world-markets (the Montanta "mini-pickup", a "Vectra" which is really an Astra, Agile, etc).

    A new range of products NOT based on the old Corsa mechanicals make sense --- but how they will fit in other markets remains to be seen.

    Note that other "leaders" in this area like Fiat are building new "world" products for these regions as well. I'm curious if anyone has info on just what exactly will emerge...
    Last edited by nadepalma; 03-22-2010 at 04:12 PM.
    "La vita č come un albero di Natale..c'č sempre qualcuno che ti rompe le palle!"

  4. #3
    2.4 Liter SIDI ECOTEC dederer's Avatar
    Join Date
    Oct 2004
    Location
    Amherst NY
    Posts
    336
    Thanks
    8
    Thanked 3 Times in 2 Posts

    Re: Chevy Taking No Prisoners in Building Global Brand Recognition

    GM should consider scraping the Opel name and call them all Chevys. It's a GM brand but the Opel workers don't seam to think that they are a part of GM.

  5. #4
    4.6 Liter Northstar V8 Rick_VT's Avatar
    Join Date
    Jul 2006
    Location
    Canberra Australia
    Posts
    1,962
    Thanks
    1
    Thanked 55 Times in 30 Posts

    Re: Chevy Taking No Prisoners in Building Global Brand Recognition

    Quote Originally Posted by nadepalma View Post
    While I orginally had doubts about this cause I feared GM Daewoo sales in S. Korea would fall apart, I think GM may be thinking more globally about the "perception" of Chevy world-wide.

    By calling all cars made and sold in South Korea "Chevrolets" (or at the very least "Chevrolet-Daewoos" for a time), they insulate the rest of Chevy's sales world-wide from being seeing as "tarted up Daewoos" or "rebadged Daewoos".

    I think its a smart move, though I don't doubt that their sales in S. Korea may collapse in the process. Even if that happens though, I have a feeling its still the right move. If need be, they can sacrifice their sales in S. Korea to bolster and improve the perception of Chevrolet cars world-wide in markets like Europe and China --- where they arguably can/do sell more vehicles than in the Korean domestic market.

    Just my two cents...

    I'd be interested to see these products and how they will fit in with Chevy's range world-wide. I know that they sell different cars in markets like S. Africa, Brazil, Argentina, etc compared to other world-markets (the Montanta "mini-pickup", a "Vectra" which is really an Astra, Agile, etc).

    A new range of products NOT based on the old Corsa mechanicals make sense --- but how they will fit in other markets remains to be seen.

    Note that other "leaders" in this area like Fiat are building new "world" products for these regions as well. I'm curious if anyone has info on just what exactly will emerge...
    Honestly, what would be the problem with letting the S Korean market keep the Daewoo name, why risk the potential huge loss of sales just to change the name of the company over there?

    As for the preception of Chevy world wide, all they do is sell cheap cars and thats all they are known for because thats what they aim for, i doubt anyone in some small Euro country would not buy 1 just because its badged a Daewoo in S Korea.

  6. #5
    GMI Staff Member FenwickHockey65's Avatar
    Join Date
    Dec 2007
    Location
    Florida
    Posts
    18,573
    Thanks
    100
    Thanked 786 Times in 338 Posts
    My Ride
    '03 GMC Envoy/'00 Ford Ranger

    Re: Chevy Taking No Prisoners in Building Global Brand Recognition

    Quote Originally Posted by Robert Ryan View Post
    Stupidity abounds at GM. Changing the name to Chevrolet in explosive South Korea is like committing suicide. Doing the same to Opel would be as bad.
    I think changing Chevrolet US to Holden is a much better idea. Breaks the link to the Chapter 11 bankruptcy.
    Changing Chevrolet to Holden in the US where the Chevrolet name has been established for decades is suicide as well.

    Proud to drive American. Proud to drive GM.
    2003 GMC Envoy SLE
    4.2L Vortec 4200 I-6
    Airaid CAI, Gibson Catback Performance Exhaust

  7. #6
    3.6 Liter SIDI V6 crooner214's Avatar
    Join Date
    Jun 2005
    Location
    Seattle
    Posts
    1,118
    Thanks
    0
    Thanked 0 Times in 0 Posts

    Re: Chevy Taking No Prisoners in Building Global Brand Recognition

    I think they should keep Opel, dump Daewoo as soon as possible, and market Chevrolet under Opel as the "Inexpensive American Car Company" much the same way Kia has positioned itself here.
    R.I.P:
    - 1993 Chevy Blazer 4x4
    - 1980 Pontiac Firebird
    - 1968 Dodge Dart

    You will all be missed!

  8. #7
    GMI Staff Member Premium Member nadepalma's Avatar
    Join Date
    Jan 2003
    Location
    New Jersey
    Posts
    8,860
    Thanks
    43
    Thanked 257 Times in 148 Posts
    My Ride
    2007 Ford Fusion

    Re: Chevy Taking No Prisoners in Building Global Brand Recognition

    Quote Originally Posted by Rick_VT View Post
    Honestly, what would be the problem with letting the S Korean market keep the Daewoo name, why risk the potential huge loss of sales just to change the name of the company over there?

    As for the preception of Chevy world wide, all they do is sell cheap cars and thats all they are known for because thats what they aim for, i doubt anyone in some small Euro country would not buy 1 just because its badged a Daewoo in S Korea.
    I wouldn't normally disagree with you, but perhaps there is something more going on here outside of Chevy's image world-wide as well.

    From JoongAng Daily News:

    But the company’s executives have said that many local buyers of GM Daewoo cars are voluntarily taking off the Daewoo tags and replacing them with Chevrolet tags they acquire through dealerships.

    ......

    Cho Soo-hong, an analyst with Hyundai Securities, said a change to the Chevrolet name would be beneficial for the company.

    “Chevrolet is perceived by many as a more premium brand than Daewoo, so that could help boost sales for GM Daewoo,” Cho said.
    If that's really true, then regardless of national pride, perhaps the Daewoo name itself has been tarnished domestically and that's justification enough for the change?

    I don't know what the answer or rationale is, but at they very least, it's an interesting move by GM to change the name of the brand and possibly of GMDAT.
    "La vita č come un albero di Natale..c'č sempre qualcuno che ti rompe le palle!"

  9. #8
    Banned
    Join Date
    Dec 2003
    Posts
    18,910
    Thanks
    0
    Thanked 1 Time in 1 Post

    Re: Chevy Taking No Prisoners in Building Global Brand Recognition

    Opel ultimately will be the victim of socialism/nanny state.

  10. #9
    Banned
    Join Date
    Aug 2005
    Posts
    1,845
    Thanks
    0
    Thanked 0 Times in 0 Posts

    Re: Chevy Taking No Prisoners in Building Global Brand Recognition

    Im still wondering why Chevy wants its name on the likes of Daewoo

  11. #10
    R2-D2 Astromech Droid mgescuro's Avatar
    Join Date
    Jan 2003
    Location
    San Francisco Bay Area
    Posts
    40,208
    Thanks
    1,419
    Thanked 1,633 Times in 903 Posts
    My Ride
    E350, 9-5 Aero

    Re: Chevy Taking No Prisoners in Building Global Brand Recognition

    It's only a problem for Opel and Daewoo if GM uses the same incompetent brand managers they've used in the past.

    Opel is one type of brand. Chevrolet is another entirely different one. If their product, designs, performance, look, feel, and image is totally different, then they can co-exist.
    If GM decides to slap on a Chevy grille on an Opel, and call it a day, then we have a problem.

    If Koreans have an issue, then maintain Daewoo for the Korean market only. Elsewhere, it is Chevrolet. Done and Done.

    2010 Mercedes E350
    2000 Saab 9-5 Aero




    SAN FRANCISCO 2024!! -- http://sf2024.org

  12. #11
    2.8 Liter Turbocharged V6
    Join Date
    Feb 2006
    Posts
    816
    Thanks
    1
    Thanked 16 Times in 10 Posts

    Re: Chevy Taking No Prisoners in Building Global Brand Recognition

    Quote Originally Posted by dederer View Post
    GM should consider scraping the Opel name and call them all Chevys. It's a GM brand but the Opel workers don't seam to think that they are a part of GM.
    Then GM can kiss their European marketshare goodbye.

    Quote Originally Posted by Rick_VT View Post
    Honestly, what would be the problem with letting the S Korean market keep the Daewoo name, why risk the potential huge loss of sales just to change the name of the company over there?
    Exactly. How exactly would this help GM's state of affairs in the South Korean market?

  13. #12
    4.6 Liter Northstar V8 Premium Member
    Join Date
    Jan 2003
    Location
    Marion, South Australia
    Posts
    1,690
    Thanks
    3
    Thanked 12 Times in 9 Posts
    My Ride
    2009 VE Omega Int Dual Fuel

    Re: Chevy Taking No Prisoners in Building Global Brand Recognition

    Quote Originally Posted by mgescuro View Post
    It's only a problem for Opel and Daewoo if GM uses the same incompetent brand managers they've used in the past.

    Opel is one type of brand. Chevrolet is another entirely different one. If their product, designs, performance, look, feel, and image is totally different, then they can co-exist.
    If GM decides to slap on a Chevy grille on an Opel, and call it a day, then we have a problem.

    If Koreans have an issue, then maintain Daewoo for the Korean market only. Elsewhere, it is Chevrolet. Done and Done.
    Daewoo produced cars made for and sold in Australia have the Holden badge on them!!



    Mike
    Last edited by mmciau; 03-22-2010 at 04:54 PM. Reason: additional text

  14. #13
    2.4 Liter SIDI ECOTEC Epsilon-Not's Avatar
    Join Date
    Nov 2009
    Location
    Either Massachusetts or Virginia, USA
    Posts
    472
    Thanks
    0
    Thanked 0 Times in 0 Posts

    Re: Chevy Taking No Prisoners in Building Global Brand Recognition

    Alright, perfect plan: replace Daewoo with Chevrolet, Holden with Opel, Opel with Daewoo, and Chevrolet with Holden. Everyone got that? (The UK will continue to keep Vauxhall)
    Quote Originally Posted by mgescuro View Post
    If Koreans have an issue, then maintain Daewoo for the Korean market only. Elsewhere, it is Chevrolet. Done and Done.
    As far as I know, this is exactly what GM has been doing right now, and the article is about changing it so not even the South Koreans get Daewoo.

  15. #14
    2.8 Liter Turbocharged V6 GMFAN85's Avatar
    Join Date
    Feb 2003
    Posts
    927
    Thanks
    0
    Thanked 4 Times in 2 Posts

    Re: Chevy Taking No Prisoners in Building Global Brand Recognition

    All this does is give GM more of a reason to send Opel more upscale. It's been hovering between entry level and luxury for the past couple of decades or so.. time to go exclusively luxury or mid-luxury at least so the two brands end up complimenting each other and not competing.

    As for Daewoo, I fear that switching to the Chevrolet name would only harm sales rather than help. Daewoo is suffering because GM has been slow to give them product that can compete with Hyundai/Kia.

  16. #15
    7.0 Liter LS7 V8 dindak's Avatar
    Join Date
    Jan 2004
    Location
    Toronto area
    Posts
    4,465
    Thanks
    0
    Thanked 8 Times in 6 Posts
    My Ride
    08 Malibu LT2 V6

    Re: Chevy Taking No Prisoners in Building Global Brand Recognition

    I like to hear it. Chevy needs a global name, just like Ford and Toyota.

  17. Remove Advertisements
    GM Inside News
    Advertisements
     

Quick Reply Quick Reply

Register Now

Human Verification

In order to verify that you are a human and not a spam bot, please enter the answer into the following box below based on the instructions contained in the graphic.


Thread Information

Users Browsing this Thread

There are currently 1 users browsing this thread. (0 members and 1 guests)

Posting Permissions

  • You may not post new threads
  • You may post replies
  • You may not post attachments
  • You may not edit your posts
Powered by vBadvanced CMPS v4.1.2