GM Korea and Ssangyong set for all-out promotion of new brand and vision


The year has yet to enter its fourth month, but 2011 has already been eventful for GM Korea Co. and Ssangyong Motor Co.

In January GM Korea began the process of revamping. The company changed its name from GM Daewoo Auto and Technology, and replaced the GM Daewoo brand with that of Chevrolet.

While GM Korea sought to sharpen its image, Mahindra and Mahindra’s acquisition of Ssangyong was completed, setting the once-floundering SUV specialist on the path to recovery.

Having experienced significant changes, the two carmakers ― the bottom two among Korea’s five carmakers in terms of domestic market share ― are going all out at the Seoul Motor Show to show their resolve.

Having adopted a brand with much longer history and larger global presence, GM Korea is using the event that starts Friday to show off the Chevrolet brand’s history and its capacity for growth.

GM Korea is planning a booth with the theme of “Chevrolet, past, present and future.” As such, the company’s 17-vehicle exhibit will include the iconic classics 1956 Bel Air and 1960 Corvette, as well as GM’s electric car Volt.

The company will also be unveiling the concept car Miray, which according to the company represents the brand’s design vision and the model for eco-friendly automobiles.

GM Korea will also be introducing the Corvette, its new sport utility vehicle Captiva, Cruze Hatchback compact car as well as the recently launched Aveo, Camaro and the Orlando.

The company’s efforts to promote its new brand and vision will take GM Korea outside the halls of KINTEX in Goyang, Gyeonggi Province where the show is held. GM Korea’s press conference, where its executives will present to the media its offerings, will be streamed live on the company’s website and an iPhone application.

The event is an important one for Ssangyong. The first major industry event since the completion of acquisition by Mahindra and Mahindra will give the company a stage to present its plans.

Ssangyong’s 1,500-square-meter booth will be divided into four zones ― Chairman Zone, SUV Zone, New Technology Zone and Interactive Game Zone ― with the overriding theme of “New Change, New Challenge.”

The company’s 10-car exhibit will include four concept cars.

Two of such vehicles will be full electric vehicles that have been gaining increasing attention as an alternative to conventional cars with internal combustion engines.

Ssangyong’s electric cars are KEV2 and electric version of its new compact SUV Korando C. The two vehicles share the same technology, and the company will be operating a test-driving booth for the Korando C electric car during the show.

In addition, Ssangyong is currently developing a more advanced electric vehicle EREV, a test version of which will be completed over the course of the year.

Other concept cars are the SUT-1, a sport utility truck displayed at the recent Geneva auto show, and a super-luxury version of the Chairman W; W Summit.

In terms of production vehicles, the highlight of Ssangyong’s booth will be the new Chairman H, for which the show will serve as the launch event.

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