Daewoo Cars is changing its six-year strategy of emphasising its
service package over its products, as General Motors prepares to tighten
its grip on the beleaguered Korean car maker.
Daewoo's UK arm is set to launch a £3m, six-week national TV blitz
for its Matiz model on January 1. The ads are likely to dovetail with
GM's acquisition of a 67% stake in the automotive arm of the
conglomerate, which filed for bankruptcy last year.
The two spots, created by DFGW with media by CIA, employ a wryly comic
tone to spotlight the ease of parking the Matiz and the features of the
Tacuma people carrier. Both ads continue the use of Daewoo's strapline,
'That'll be the Daewoo.' Print and cinema ads will supplement the TV
Marketing chief Nigel Unwin said the company, which launched in the UK
six years ago with an emphasis on its service package and non-commission
dealers, has seen much of its original proposition duplicated by
Daewoo research says awareness of its proposition has reached saturation
among consumers. The challenge now, he said, was to reassure current
consumers that the company is on sound footing and to woo new buyers by
featuring the models.
The car manufacturer has seen its UK market share drop from 1.6% to 1%
since Daewoo filed for bankruptcy. Most of the drop can be attributed to
Daewoo Cars' decision to jettison fleet sales in order to focus on