Daewoo to focus on models in ads

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

campaign.



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

competitors.



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

consumer sales.



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