GM Korea CEO Sergio Rocha unveiled a surprise sales program in which the automaker will offer customers new cars if they get into a car accident within three years of their purchase.

His pledge came during his remarks at a media conference to celebrate the second anniversary of the introduction of the Chevrolet brand.

While GM Korea has pushed the releases of new lineups over the past few years, the CEO’s commitment means that the company will prioritize customer services.

If the customer is less than 50 percent at fault for the accident and the cost of damages is more than 30 percent of the car’s original price, the customer can take advantage of the new car-compensation service, said a company spokesperson.

Rocha noted that the Korean unit of U.S.-based General Motors saw yearly sales rise 4 percent in 2012 and 12 percent in 2011.

Last month, the CEO said the automaker will invest about 8 trillion won in its Korean affiliate over the next five years, refuting rumors that the U.S. car manufacturer will withdraw its business from the local market.

He also said GM Korea would increase its domestic market share to double digits from 9.5 percent last year, as well as improve its sales network, revamp its customer services and strengthen its Chevrolet and Cadillac dual-brand strategy.

By Kim Yon-se (kys@heraldcorp.com)