Author: T, Kippenberger,

Source: The Antidote, Volume 2, Number 1, 1997 , pp. 35-36(2)

Publisher: Emerald Group Publishing Limited

Abstract:

Spotlights South Korean car and vehicle manufacturer Daewoo (meaning `the whole universe'), the 30th largest industrial corporation in the world. Recounts that Daewoo announced, in May 1994, that it was to make a UK launch in early 1995, recruiting 75-100 dealers, but was warned of possible entrance difficulties in a mature but sophisticated market in recession. Shows how Daewoo overcame hurdles by breaking the mould and, six months after launch, Daewoo declared it the UK car market's most successful launch, with nearly 1% of the market. Includes a question and answer page with Dave Gerrans, customer operations director of Daewoo Cars Ltd.

Keywords: Car Manufacturers; Motor Industry; Daewoo; United Kingdom; Brand Awareness

Document Type: Research article

DOI: http://dx.doi.org/10.1108/EUM0000000006407

Publication date: 1997-01-01

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• From 2000 onwards, published as Strategy and Leadership

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