motoring = marketing?

One night as me and my dad drove down ubi and passed by the Chevrolet showroom, he asked "ai? the brand came back? It was very common in singapore when i was young (1960s) ..! " Only after i told him that they were re-faced Daewoos, then he realise that they are not the chevys he used to know. In fact, most of them didnt even came from the US soil.

If you need a lesson on Marketing, General Motors (GM) would be a good company to learn from. After Daewoo folded and the president ran off, it was bought over by GM, the whole largest car maker. Brands under GM are: Chevrolet, Saab, Opel, Vauxhall, Holden, Buick, Cadillac, GMC, hummer, Pontiac, Saturn, and a certain percentage of Subaru, Isuzu and suzuki. Immediately, GM rebadged all Daewoos in the world to be Chevrolets (except for Korea and Vietnam) and made chevolet to "re-enter" the asian pacific markets again.

This certainly had made the cars more "branded" immediately and got more comsumers interested. But despite all the advertising works and promotions, the cars still look so korean. In fact, most of them are still made in Korea. Better still, for the Optra sedan: Designed in Italy and made in Thailand. Doubt u could feel any Americian from it at all... So much for talking so much about the heritage, when the product itself was done totally by some one else.


Aveo was one of the cars that were made in Korea and shipped to US. Optra on the right

Anyway, this wasnt the first time. We have the Opel Astra for the entire Europe and Asia, but it was known as the Vauxhall Astra in UK and Holden Astra in Australia and New Zealand. Applies for other cars in the Opel range too. And when they lack this certain type of vehicle in the range, they took some other's and simply rebadged it... For instance, in UK, the city car Vauxhall Agila was actually the Suzuki Wagon R.. And at US, the Saab 9-2X is a Subaru Impreza Wagon. Saab, which was always famous for their safe cars and scored no less than full 5 stars for NCAP crash tests, scored 3 stars for the 9-2X. They really need a good reason to answer the press.


Critics favourite name for this car: Saabaru

It's not impossible to prevent all these, just that more time are needed, perhaps? Volkswagen Group, another major car company, have 2 brand groups under it : the Audi brand group, comprises the Audi, SEAT and Lamborghini brands, and the Volkswagen brand group, having Volkswagen Passenger Cars, Škoda, Bentley and Bugatti brands. They shared all the major components, including engines and chassis, but the cars never looks or feels alike to each other. For instance, the VW Golf actually gives birth to the Audi A3, Skoda Octivia, and Seat Altea. The Audi is accepted as the luxury hatchback, while the Altea attracts people looking for a car with a more striking design (at a lower price), and the Golf is still the car for everyone (at least in Europe).


they are all brothers...Clockwise: Golf, Octivia, Altea, A3

On the other hand, i must admit this. Althought the chassis is done up, it still takes time and money to develop the rest of the car. Hence to re-badge a car could be one of the most cost efficient and quick method. Especially for the case of Daewoo, when it's important to turn around the company whose name was already in the drain. At least many jobs are saved, and the factory escaped from being closed down. Time was indeed important for Rover, one of the last surviving brand from UK. It's bread-and-butter car, 45, is ageing, and it's replacement model had been repeatedly delayed. The company was losing money, and in the end, with some other factors, it collasped on April this year. Their Longbridge factory, which used to be the biggest in Europe, closed it's gates to their thousands of workers.

Alright, just for the start. But if this is still been practised in the long run, the soul of the brand and heritage will be lost. And by then, what that was done would really just be some business-marketing tactics, only. Buy a car, any car. They would be all the same.