General Motors steps up Daewoo-to-Chevrolet brand conversion in Europe

Zurich. Daewoo spent an estimated 50 million German marks on its last big image campaign in 1995. All for nothing.

A few days ago the car brand started to slowly fade away. Daewoo will in future be called Chevrolet.

"In a few months Chevrolet will be just as well known in western Europe as Daewoo," said Daewoo Germany boss Hardy Spranger.

He said Chevrolet would be repositioned as parent General Motors' global starter brand. In future the brand will be associated with "cost effective" rather than "Asian."

Spranger does not like the image of the baroque, big flashy American car with high gas consumption.

"In the US Chevrolet is simply known as the brand that gives you the best value for money."

He also said that only those models that suit local tastes will be on offer in Europe.

Special events will take place at the approximately 1,800 dealers in western Europe to mark the change to the Chevrolet logo.

In Germany, some 300 authorized dealers and 100 service partners will invite people to their showrooms on February 18 and 19.

The Daewoo logo will not disappear completely. It will remain visible, albeit with the addendum "service."

"After all there are around 1.2 million Daewoos driving on West European roads," says Spranger.

GM is launching an introductory publicity campaign supported by a TV ad. On the Internet the brand introduces itself under .

In America, the logo is known as the "bow tie", but in Europe it will be promoted as "Chevrolet plus."

In April, GM's highest volume brand worldwide will be entering the FIA world touring car championship.

"We are taking Chevrolet's motorsports tradition to Europe, exactly 100 years after our company founder's first racing success," said motorsports manager Eric Neve.

The Swiss Louis Chevrolet (1878-1941) was not only a car builder but also an enthusiastic race driver.

Today he still appears in some of the PR messages. "The nice-sounding French brand name reveals our European roots," Spranger emphasizes.

Since the founding of the company in 1911 more than 175 million vehicles have been sold worldwide.

Said Spranger: "This is a fantastic brand heritage that we can build on."

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