General Motors could scrap the Daewoo brand name in favour of the American Chevrolet badge, Autocar has learned. Daewoos are already sold as Chevrolets in some Far East markets such as Thailand, and the name is also being used in eastern Europe. GM is debating the replacing Daewoo with Chevrolet across Europe.
Rick Wagoner, GM’s boss, envisages Chevrolet as the group’s ‘global value brand’; eliminating the Korean marque would bring consistency to this strategy.
GM has already been forced into using the Chevrolet name in eastern Europe to distinguish the company from what’s left of the old Daewoo, whose Polish plant produces obsolete models. The appearance of the Daewoo name on other products, such as TVs, is thought to be another incentive to scrap it.
A decision is expected later this year, before Daewoo introduces a new Matiz and, further off, a new compact off-roader and a range of diesel engines.