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That'll be the Daewoo

That'll be the Daewoo 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png The Antidote Emerald Publishing

That'll be the Daewoo

Kippenberger, T
The Antidote , Volume 2 (1): 2 – Feb 1, 1997
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Publisher
Emerald Publishing
Copyright
Copyright © 1997 MCB UP Ltd. All rights reserved.
ISSN
1363-8483
DOI
10.1108/EUM0000000006407
Publisher site
See Article on Publisher Site

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.

Journal

The Antidote – Emerald Publishing

Published: Feb 1, 1997

Keywords: Car manufacturers; Motor industry; Daewoo; United Kingdom; Brand awareness

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