Daewoo Big Car On Campus? Businessweek

24 мая 2014 | Author: | Комментарии к записи Daewoo Big Car On Campus? Businessweek отключены
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Daewoo: Big Car On Campus?

News: Commentary: AUTOS


Daewoo pays college to hype its cars in the U.S.

young. They’re enthusiastic. And in for a tough time.

They’re the Campus Advisers, an army of college students hired to a buzz among their about cars never before in the U.S.

They’re Korea’s Daewoo Motor Co. has been aching to crack the market for years, but the closest it has until now is building the Pontiac for General Motors in the early Now, on Sept. 1, it’s the plunge on its own. Daewoo to sell 30,000 vehicles in its year, just under the of Beetles Volkswagen plans to

Problem is, these are no Beetles. Or RAV4 sport-utes, or Honda coupes, the in cars of the campus They are three conservatively sedans. Gen-Xers are very of the image their cars says Wesley R. Brown, an at market researcher Nextrend in Oaks, Calif.

Daewoo is not going to measure up.

So is taking extreme measures. For it’s not franchising dealers but its own stores, as it has done in Britain. will start with 15 mostly in California, Florida, and the

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It aims to have 40 by the end of 1999 and add dealers only in states factory stores are illegal.

The Daewoo Campus Advisers, at some 200 campuses this will be talking up the cars, Daewoo events, and directing hot to the nearest Daewoo showroom. customers will find aggressively priced models, the $8,999 Lanos hatchback, to a compact around $12,000, to a Leganza sedan at $18,600. The prices include roadside and three years of maintenance.

Says William D. Tucker, of marketing and customer relations for Motor America Inc. We we had to come up with a way to approach the that was totally unconventional.KOREA That’s where the student fit in.

They get a straight commission of to $500 per car sold, depending on the and also receive an all-expense-paid junket to Korea. In September, will get a car to use for three months and the chance to buy it at a discount. What doing is unique and exciting and a to earn some extra says David W. Clewett, a MBA student at Loyola Marymount in Los Angeles and a Campus Adviser.

It could make a good project.

Daewoo hopes the turns out to be more than an exercise. With the Korean ailing, its car sales at home are off 69% July. We’ve got plenty of Tucker quips. Its prospects are but Daewoo has little choice but to it the old college try.By Larry in Los Angeles

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