Daewoo badge goes in favour of Chevrolet
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The 2011 Chevrolet Captiva
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by Stephen Walker
23rd January, 2011
Although the Chevrolet brand has no meaningful presence in
Korea, GM Daewoo have announced that it is replacing the current "Daewoo" nameplate with "Chevrolet".
All of the company’s new product introductions and refreshed models scheduled for release this year will
be under the Chevrolet badge.
Additionally, GM Daewoo announced that it will be changing its company name to GM Korea Co. The legal
formalities for the company name change should be completed by the end of March 2011.
This year, the company will launch numerous new models and will have an all-new product line-up with the
introduction of eight new models carrying the Chevrolet name. The range will include the Chevrolet Camaro,
Chevrolet Orlando, the Chevrolet Aveo, as well as a new SUV and a new mid-size sedan.
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The current GM Korea will maintain its name, GM Korea Ltd., and it will retain an emphasis on the Cadillac
brand, suggesting "Detroit" is behind the Daewoo name change rather than the local management.
Whilst the motivation for a name change hasn't been revealed, it is common knowledge that GM's largest
exposure in Europe is with the Opel and Vauxhall brands. Neither of these brands have GM in their 'corporate
name' so there is no global push by GM for standardised identity amongst GM subsiduaries being sought. In
fact, the Opel brand is operating as Adam Opel AG with Detroit's backing. This is in an endeavour to raise
the value of the European subsiduary.
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