Quote:
Originally Posted by Number 3
Holden means what globally? Anything come to mind? Is it Chevy? Pretty much.
What I mean is that for global presence you need to have your brand and you model mean something.
Case in point, BMW sell almost 1/2 a million 3 Series around the world. It's a 3 everywhere and it's a BMW everywhere.
The Holden Commodore is a Lumina in the Middle East and it was a Pontiac G8 in the US.
My point is not that Holden doesn't mean something in Australia because it does. It is simply that Holden doesn't mean anything anywhere else in the world.
If nothing else, it costs money to try to differentiate the Holden brand name. And at very minimum, it costs money for unique badges, grills etc.
On a regional basis it makes perfect sense. But that isn't GM's concern anymore it's from a Global perspective that matters now.
Toyota/Lexus
VW/Audi (ok add Porsche and Seat)
Ford/Lincoln
BMW/Mini
Mercedes
Nissan/Infiniti
Chevy/Buick/Cadillac/GMC/Vauxhall/Opel/Holden/Baojun
Each brand has an image and message that must be cultivated and maintained. What does the brand stand for? What does it convey to the customer?
At least Daewoo is gone and that was mostly driven by the fact that when given an option to buy the "Chevy Package" many did. So many in fact that it made it clear Daewoo was bad even in Korea. Now they are all Chevrolets
Except you can also buy a Buick LaCrosse in Korea. It's called an Alpheon. They show Buick badging in the website, but not on the car. And you see it listed in the Chevy Korea website as a "luxury" model. So is Alpheon now a brand? a Model?
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I agree 100%.
Alpheon means Buick in the Korean language,
NOT!