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Single-minded approach
The change taking place at General Motors Vietnam, with its single brand - Chevrolet - signifies its progress in Vietnam’s automotive industry
The change taking place at General Motors Vietnam, with its single brand - Chevrolet - signifies its progress in Vietnam’s automotive industry.
The American Charles Kettering once said that “the world hates change, yet it is the only thing that has brought progress.” This may be true for General Motors, one of the Big 3 US auto makers, as its recent change in Vietnam from Vietnam Daewoo Motor to GM Vietnam Co. Ltd (GM Vietnam) represents a new beginning for GM in the country with its Chevrolet brand.
Vietnam Daewoo Motor, known as Vidamco, was established by South Korea’s Daewoo Motor Co. in 1993. The company became part of GM in 2002 and currently has nearly 600 employees. With the change in name to GM Vietnam, the company will align its operations to make Chevrolet - one of the world’s most popular car brands - its retail brand.
“We look forward to leveraging GM’s unmatched global resources to introduce high-quality new products and services that will enable consumers throughout the country to enjoy Chevrolet’s award-winning shopping and ownership experience,” said Mr Gaurav Gupta, the newly-appointed Managing Director of GM Vietnam.
In mid-October GM Vietnam launched the new Chevrolet Spark and Chevrolet Captiva SUV as an important step to branding the Chevrolet. The all-new Chevrolet Spark went on sale from October 14 while the new Chevrolet Captiva SUV will go on sale shortly. “The Spark was developed at GM’s global vehicle development centre for mini and small cars,” said Mr Gupta. “With its best-in-segment design, performance and safety, the new mini is destined to become an industry benchmark and a winner with consumers around the world. Along with the other new models we are launching, our new SUV will help strengthen Chevrolet’s image in Vietnam.”
Founded in 1911 and named after famous Swiss-born race car driver Louis Chevrolet, Chevrolet is one of GM’s four core brands and its largest. Last year more than 4.25 million Chevrolet’s were sold in more than 130 countries around the world. The Chevrolet brand accounts for 53 per cent of GM’s overall sales and is one of the world’s fastest-growing vehicle brands.
GM’s Chevrolet sales in Vietnam in the first eight months of 2011 increased 40 per cent year-on-year. GM Vietnam has maintained the second-place it holds among automakers in terms of foreign direct investment. It has headquarters and a manufacturing facility in Tu Hiep commune, Thanh Tri district in Hanoi, which began operations in 1995 and has an annual assembly capacity of 20,000 vehicles for sale in Vietnam and for export.
According to Mr Gupta the company will focus on three areas: for consumers it will provide a global automotive experience, for its employees it will invest in the development of local talent, and for Vietnam it commits to playing a role in the development of the country’s automotive industry.
Linh San
vneconomy
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