General Motors is revamping its recently acquired Daewoo brand, in an effort to draw a line under the marque’s difficulties prior to its sale.
Code-named “Project Blue”, the revamp sees Daewoo’s green corporate identity ditched and brought into line with those of GM’s European brands – Vauxhall, Saab and Opel – which are blue. GM has opened its first multi-brand dealership, in Bolton, selling Daewoos alongside Vauxhalls and Saabs.
GM is also launching a new network of Daewoo dealers, using the tagline: “Pop in and meet the Daewoo family”. The new retail identity is being promoted with an integrated campaign and a series of publicity stunts, using removal men and bubble-wrapped cars, to give the impression that Daewoo is a recent arrival.
Daewoo previously operated an innovative business model, with directly owned retail outlets selling cars with an inclusive package of three years’ servicing, warranty and AA membership. Under GM’s ownership, the marque has continued to offer the service package but returned to a traditional car retail model, with separately owned dealerships.
Daewoo’s new retail identity was developed by marketing agency the BMG Group. The UK advertising account is handled by DFGW, with media bought by Initiative Media. Media for General Motors is being reviewed across Europe.