March 04, 2011

Horse 1157 - Daewoo Axed, Holden Next?

Back on the 19th of January I predicted the beginning of the end of Holden with GM's plans to introduce Opel as a competing brand and sell better quality cars to rubbish the Holden brand.
http://rollo75.blogspot.com/2011/01/horse-1138-exit-holden-stage-left-enter.html
Guess what? GM has done something else which could see the demise of the Holden brand. They've axed Daewoo in Korea.

If you go to the ex Daewoo website at http://www.gmdaewoo.co.kr you're faced with a giant Chevrolet bow-tie. If you then follow the links provided and go to http://www.chevrolet.co.kr you notice that GM has rebranded all Daewoos in Korea with their American Chevrolet names.

What are those names? Spark, Aveo, Cruze, Captiva etc. Apart from the Aveo which is rebadged as a Barina in Australia due to some sort of legacy reasons, all four of those cars are sold in Australia as Holdens. Heck, when PM Gillard went to see the Holden factory last week, what were the majority of the cars which she saw coming off the production line? Chevrolet Cruzes destined for export.

If GM is prepared to put the knife through the Daewoo brand in its native Korea, then what chance does Holden have in Australia? It's all good and proper for the Holden brand to be trading of its past kudos, but at what point will it be decided that it's not worth the effort any more? Holden as a brand only trades in Australia and New Zealand, and possibly in other Pacific Island nations, but when the total market population is less than even some cities around the world, would GM in its big tower in Detroit think it really worth keeping the brand?
Remember, the Holden R8 Clubsport is already exported under the Chevrolet badge as a Chevrolet Lumina in some countries. How long will it be before the HRT itself is given the flick and rebranded as the Chevrolet racing team?... and don't say it can't happen because I have a picture.


Holden - mene mene tekel upharsin... the writing is on the wall.

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