Chevrolet brand making inroads in Korea
(August 31, 2011) SEOUL — Chevrolet is on the move in Korea with sales up 27 percent in the first six months since the brand was introduced and 55 percent of Koreans saying they would consider buying a Chevy.
“We expect domestic demand to maintain its rapid pace of growth,” said Mike Arcamone, president and CEO of GM Korea.
The image of Chevrolet, one of the world’s fastest-growing vehicle brands, resonates with Koreans, 98 percent of whom are aware of the brand, according to GM research.
“The market response to the 100-year-old Chevrolet brand in Korea has exceeded our expectations,” said Ankush Arora, GM Korea vice president of Sales, Marketing and Aftersales. “Chevrolet’s success has coincided with the aggressive launch of six models in a short period of time and the rollout of a series of innovative aftersales programs such as 357 Chevy Care.”
GM Korea has remodeled its nationwide Chevrolet sales and service networks and formed a domestic dealer system. .
“We have a solid plan for the ongoing introduction of new Chevrolet products in the domestic market,” said Arcamone. “The Malibu, Chevrolet’s new global midsize sedan, will soon be launched in Korea before any other market. This will enable us to achieve a more solid brand stance and bolster our sales.”
GM Korea played a lead role in the design, engineering and manufacture of the Chevrolet Cruze global compact sedan, the new Chevrolet Spark global mini-car and the new Chevrolet Aveo global small car.