SOUTH KOREA: Orlando gets first official home market Chevy badge
By just-auto.com editorial team | 11 February 2011
GM Daewoo has unveiled the Orlando multipurpose vehicle in South Korea ahead of launch on 2 March – the first model to be branded as a Chevrolet in its home market.
Last month the company announced plans to change its name to GM Korea and replace Daewoo with Chevrolet by the end of the first quarter.
Along with the name changes, the company will introduce eight new cars in Korea this year ? all of which will be sold under the Chevy brand.
At the launch event in Seoul, themed ‘Chevrolet is Korea,’ the company emphasised the new brand’s connection to Korea and the newness of the Orlando.
GM Daewoo president Mike Arcamone said: “We are very excited about the first Chevrolet that was designed in Korea, engineered in Korea and manufactured in Korea. Chevrolet is Korea.”
Referring to the Orlando as an 'active life vehicle' Arcamone also said that the car represented a completely different concept to segments such as sport utility and multipurpose vehicles.
Vice president for sales Ankush Arora said the car will be shipped to 100 markets across the world, and that the plant in Gunsan will be at full capacity to first meet domestic demand and then export requirements.
The plant, which also produces the Cruze that shares its platform with the Orlando, has an annual production capacity of 300,000 units.
Arcamone added that plans to raise the plant’s capacity could also be considered if demand outpaces supply.
The seven-seat vehicle has three rows of seats, the rear two of which can be folded down in various configurations. Engine options include a 160hp, two litre turbocharged diesel mated with six-speed automatic transmission.
Sectors: Retailing, marketing & distribution, Vehicle manufacturers
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