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GM Korea goes on marketing offensive

Carmaker offers new customer service package for Chevrolet brand


GM Korea Co. sweetened the official launch of its new brand on Tuesday with the introduction of a new customer service package.

Korea’s third-largest carmaker, formerly named GM Daewoo Auto and Technology Co., debuted its new company name and the Chevrolet brand to the local market.

In late January, it announced that the Daewoo name would be dropped from both its vehicles and its corporate name as part of its drive to expand its presence in the Korean market.

At Tuesday’s ceremony, the company introduced its new customer care package called Chevy Care, which provides three-year free maintenance, a five-year warranty and seven-year free roadside assistance.

“Chevrolet’s first priority is the customer. The brand is very close to its customers and listens to its customers. Our research has shown that consumers wanted customer care differentiation with the brand,” GM Korea chief executive Mike Arcamone said.
GM Korea Co. chief executive Mike Arcamone holds up the Chevrolet logo at the COEX exhibition center in Seoul on Tuesday.       (Park Hae-mook/The Korea Herald)
GM Korea Co. chief executive Mike Arcamone holds up the Chevrolet logo at the COEX exhibition center in Seoul on Tuesday.       (Park Hae-mook/The Korea Herald)

“Today we will be practicing that promise. Chevrolet will be providing the most comprehensive customer care in Korea.”

According to the company, the services provided through Chevy Care are unmatched in Korea with rival carmakers offering shorter periods of coverage.

To promote its new brand, the company is also conducting a massive nation-wide marketing project at key cities including Seoul and Busan.

As part of the project, the company has turned a section of the COEX mall in Seoul into “Chevrolet Street” where Chevrolet vehicles are on display along with a range of activities designed to allow customers to “experience” the brand.

Regarding marketing costs, Arcamone declined to provide a figure, saying only that a “significant” amount had been put behind marketing strategies, saying that after marketing, facilities investment and vehicle launches, what was left of this year’s 1.6 trillion won ($1.4 billion) investment budget could fit in his trouser pocket.

Concerning the Camaro, the price of which has raised some criticism, GM Korea executives said that the vehicle had been tailored for the Korean market and that its price is suitable for the trim-level introduced to Korea.

The Camaro is priced at 47 million won on the local market.

“We are very pleased with the response and have more than 25 contracts (for the Camaro) in hand,” GM Korea vice president for sales Ankush Arora said.

“The price is introductory, and there will be no reductions.”

GM Korea vice president for public relations Jay Cooney added that the Camaro’s price includes additional costs such as shipping, leaving little room for profit.

By Choi He-suk (cheesuk@heraldcorp.com)
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