whitehatter
Posts: 5180
Joined: Sat Jun 12, 2004 6:52 am

How To Destroy A Brand

Tue Feb 08, 2005 4:46 am

Take a range of cars renowned for being crap (Daewoo cars, a Korean brand)

Then rebadge the range as......



I honestly cannot believe GM could want to put an otherwise great global brand name on a range of cars known universally for being cheap and nasty junk.
Lead me not into temptation, I can find my own way there...
 
Banco
Posts: 14343
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RE: How To Destroy A Brand

Tue Feb 08, 2005 4:56 am

Quite simply because Chevrolet has never really been sold here, and because it has a better name than Daewoo.

Don't forget that most of the public tend to be a bit stupid in this regard. Lots of them are under the impression that Vauxhall is a British company, and those that realise it's part of GM think that Opel is an offshoot of Vauxhall, not the other way around.

The problem GM will have though, is what they do with the more prestigious models. The Camaro might be a pile of poo, but it's an expensive pile of poo and one or two people here have bought it. Hardly the right car to put in the same product range as a re-badged Daewoo Matiz.

[Edited 2005-02-07 20:59:06]
She's as nervous as a very small nun at a penguin shoot.
 
Superfly
Posts: 37735
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RE: How To Destroy A Brand

Tue Feb 08, 2005 5:02 am

WhiteHatter:
Without even opening this thread, General Motor came to mind.
Sure enough when I opened this thread, it was GM related.
GM has a knack for killing a good product.



Banco:
The Camaro might be a pile of poo ...

Shame on you!  Pissed
The Camaro was a fine sports car. It was even better than the Ford Mustang, and I love my Fords.
Bring back the Concorde
 
whitehatter
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RE: How To Destroy A Brand

Tue Feb 08, 2005 5:06 am

Quite simply because Chevrolet has never really been sold here, and because it has a better name than Daewoo.

Custard has a better name than poo.

So if I change the name and go to the bathroom for a custard, does that mean it isn't a turd anymore?
Lead me not into temptation, I can find my own way there...
 
Superfly
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RE: How To Destroy A Brand

Tue Feb 08, 2005 5:08 am

WhiteHatter:
So if I change the name and go to the bathroom for a custard, does that mean it isn't a turd anymore?

Would you pull out Spotted Dick too? Big grin
Bring back the Concorde
 
Banco
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RE: How To Destroy A Brand

Tue Feb 08, 2005 5:13 am

She's as nervous as a very small nun at a penguin shoot.
 
tristarenvy
Posts: 2235
Joined: Wed Jan 21, 2004 2:07 am

RE: How To Destroy A Brand

Tue Feb 08, 2005 5:14 am

Don't forget that Suzuki has rebadged Daewoo's in the US, too.

What are those Canadian Chevy's? The Epica is a rebadged Leganza, but what is the Optra?
If you don't stand for SOMETHING, you'll fall for ANYTHING.
 
whitehatter
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RE: How To Destroy A Brand

Tue Feb 08, 2005 5:18 am

Would you pull out Spotted Dick too?

The antibiotics worked....
Lead me not into temptation, I can find my own way there...
 
Superfly
Posts: 37735
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RE: How To Destroy A Brand

Tue Feb 08, 2005 5:19 am

Banco:
Simeon Jewkes biggest flaw was testing the base V6 model. I was refering to the 350cu" V8 powered Camero. The V6 model is the budget option for secretaries.
Perhaps Deltaguy can give an expert assesment of the Cheverolet Camero.  Smile
Bring back the Concorde
 
whitehatter
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RE: How To Destroy A Brand

Tue Feb 08, 2005 5:48 am

The Top Gear (top UK tv show that tests cars) review of the Mustang was hilarious.

Richard Hammond, the reviewer, tested it on a Roman Road (basically one long road, no bends or anything like that) as he reckoned it was all it was fit for! Taking it into a curve or roundabout would be too scary.

And that was The Gerbil. If Clarkson had done the review....well if anyone saw his piece on the Vauxhall Signum where he filled it up with celery you get the idea....
Lead me not into temptation, I can find my own way there...
 
avt007
Posts: 1989
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RE: How To Destroy A Brand

Tue Feb 08, 2005 5:51 am

GM is the same outfit that brought the LeMans name out of retirement to slap it on a crappy little econobox made in SEA somewhere......Instantly alienated many Pontiac owners, and did nothing to help the sales of the`"new" LeMans.
 
Skyway1
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RE: How To Destroy A Brand

Tue Feb 08, 2005 5:57 am

Geesh....did he get a V6 lemon??? Even the V6 powered Camaro ran in the low 7 second range to 60MPH. Just thought I'd that if anybody cares  Nuts  Nuts

The new Chevy Aveo is built in Korea by Daewoo..."a GM subsidiary!" I believe Daewoo also builds the Suzuki Firenza as well.

Chris
KNUK, KNUK, KNUK woowoowoo
 
CaptOveur
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RE: How To Destroy A Brand

Tue Feb 08, 2005 6:02 am

A piece of crap by any other name still smells the same.

GM isn't exactly building quality these days anyway, so why not take Daewoo on as well. If anything the Asians might be able to teach GM a thing or two about manufacturing.
Things were better when it was two guys in a dorm room.
 
Superfly
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RE: How To Destroy A Brand

Tue Feb 08, 2005 6:05 am

CaptOveur:
Umm the Mitsushitsi brand certainly didn't improve Chrysler.
Do you actually like the Pontiac Vibe/Toyota Matrix thing?
Do you like those Corolla based Novas?
Bring back the Concorde
 
Skyway1
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RE: How To Destroy A Brand

Tue Feb 08, 2005 6:06 am

CaptOveur.....

Just wondering what type of vehicle you currently drive??? Just curious.....

Chris
KNUK, KNUK, KNUK woowoowoo
 
CaptOveur
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RE: How To Destroy A Brand

Tue Feb 08, 2005 6:17 am

Honda Accord. Thanks
Things were better when it was two guys in a dorm room.
 
RedDragon
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RE: How To Destroy A Brand

Tue Feb 08, 2005 9:32 am

Does anyone else familiar with the British market think that sticking with Daewoo might actually have been a better bet than rebranding under Chevrolet? Chevrolet seems to have something of an outdated soggy-handling American muscle-car image in the UK - not something I'd like to try and sell Matizes and Kaloses under. Or is that just me? With existing GM badge engineering in South America, is Chevrolet just the trophy brand GM is pimping out to all and sundry?

'Course, it's ironic that now the Corvette C6 is coming to the UK, only to be stripped of its Chevrolet badge and sold as a standalone brand  Big grin

Final thought - Matiz, Kalos, Lacetti and Tacuma just don't sound very American, do they?

Rich
 
L-188
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RE: How To Destroy A Brand

Tue Feb 08, 2005 9:41 am

This isn't anything new, and other companies do it.

Remember when Suzuki rebadged as "Geo" and they where sold in GM dealerships.

Remember when Ford (Europe) was rebadged as the "Merkur" line for Ford(US)?

I am pretty sure that Subaru's are Fuji Heavy Industries vehicles in the US.

Remember when VW called "Golfs" in the US "Rabbits"?



OBAMA-WORST PRESIDENT EVER....Even SKOORB would be better.
 
Springbok747
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RE: How To Destroy A Brand

Tue Feb 08, 2005 10:47 am

Looks like GM is also full of shit nowadays...they're taking on Daewoo, Holden etc etc. Most of the Asian cars (except maybe Toyota) are crap...sorry, but that's how I feel.
אני תומך בישראל
 
UTA_flyinghigh
Posts: 6304
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RE: How To Destroy A Brand

Tue Feb 08, 2005 5:07 pm

Added bonus : with all the anti-American sentiment in a lot of European countries, guess where the New chevrolet sales are going ?

UTA
Fly to live, live to fly - Air France/KLM Flying Blue Platinum, BMI Diamond Club Gold, Emirates Skywards
 
Banco
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RE: How To Destroy A Brand

Tue Feb 08, 2005 6:09 pm

I can't see even the slightest reason for that, UTA_Flying High.

Since when have Coca-Cola, McDonalds, Microsoft et al had any problem?
She's as nervous as a very small nun at a penguin shoot.
 
CaptOveur
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RE: How To Destroy A Brand

Wed Feb 09, 2005 12:38 am

"Since when have Coca-Cola, McDonalds, Microsoft et al had any problem?"

Didn't someone heave a brick through the window of the Paris McDonalds a few months ago?
Things were better when it was two guys in a dorm room.
 
UTA_flyinghigh
Posts: 6304
Joined: Wed Oct 03, 2001 8:46 pm

RE: How To Destroy A Brand

Wed Feb 09, 2005 12:40 am

...and another McDo got trashed in the South of France.

UTA
Fly to live, live to fly - Air France/KLM Flying Blue Platinum, BMI Diamond Club Gold, Emirates Skywards
 
Banco
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RE: How To Destroy A Brand

Wed Feb 09, 2005 12:43 am

Big deal. It's not like their European operations are about to go under, is it?
She's as nervous as a very small nun at a penguin shoot.
 
slider
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RE: How To Destroy A Brand

Wed Feb 09, 2005 3:56 am

The timing of this thread is spooky...

My 2000 Dodge Intrepid just became a paperweight due to a catastrophic engine failure of the 2.7L engine. Turns out there's a design/engineering defect that results in massive oil sludge buildup. Daimler-Chrysler won't admit to it and refuses to acknowledge the problem.

As a result, the 2.7L engine has FAILED on owners' vehicles with as FEW AS 36k miles!! And that's with owners who have impeccable service records, changing oil every 3k miles.

The dealerships refuse to fix the problem, their corporate customer care people essentially blamed me for improper mx and for not using full synthetic oil, even though there's no service bulletin that directs people to do so.

Long story short, there's a pending class action lawsuit. Google for Dodge 2.7L engine oil sludge and you'll see what I'm talking about. (ironically, it's the first full-CAD engine from Mitsubishi).

Toyota, VW and Audi all had similar issues and those companies extended the warranties to 100k, no questions asked did all the engine work and as a result, I'm sure many of those owners bought another Toyota, VW or Audi.

That's brand loyalty.

Dodge just screwed the pooch--never again will I nor any of my family members buy a Daimler-Chrysler product.

They say it costs 10 times as much to get a new customer than it does to retain an existing one. So screw them.

But speaking of karma, my wife and I were in the SUV market- just crossed the Durango off the list. My Mom has driven Caravans for years, even as an empty-nester. No more.

So Daimler-Chrysler seems to be doing a stellar job of destroying their brand.
 
Banco
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RE: How To Destroy A Brand

Wed Feb 09, 2005 4:14 am

Interestingly Slider, on this side of the Atlantic, the Mercedes part of Daimler-Chrysler is getting increasing levels of complaint about quality issues, both in terms of the fit and finish (including materials used) and reliability.

One of their models even finished bottom of a satisfaction survey out of hundreds of cars.
She's as nervous as a very small nun at a penguin shoot.
 
slider
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Joined: Wed Feb 25, 2004 11:42 pm

RE: How To Destroy A Brand

Fri Feb 11, 2005 5:11 am

Banco- I'm not surprised....I would have HOPED that the culture of Daimler-Chrysler would have made the American brand better, but it seems it's dragging down both badges.

The Dodge/Chryslers seem to have taken on a much sharper and keener edge in terms of styling, yet their mechanical relaibility has continued to flag.

And I've heard some anecdotal stuff about Mercedes having quality issues here, but what has been most irritating is the dealership's mentality in handling them--something a buddy of mine who has owned several MBs has noted as a recent change for them.

I'll tell you one brand I'm more than willing to try: Nissan. Once left for dead, Carlos Ghosn led their resurgence. Good quality, sound dealerships, great service. I've read few complaints. It seems everything they touch is turning to gold. Now that my wife and I have crossed the Durango off our list, we're looking at the new Pathfinder. And why buy a Crossfire when you can have a Z?

Daimler-Chrysler is screwing itself and I'll be there to spit on their grave.

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