Project Blue South Wales

Daewoo Dealership


This article may be out of date and is for reference only

Daewoo, Britain’s best value car brand, is this week painting South Wales blue. And eagle-eyed residents who spot a specially-liveried ‘removals’ van bearing the new logo have a chance to win £150!

The new colour scheme is not a political statement, but a sign that Daewoo, now part of the worldwide General Motors family, is back in business – with strong ambitions. And that’s particularly true in South Wales where Daewoo is represented by three retailers in Swansea, Bridgend and Cardiff, spanning the area from Newport in the east to Carmarthen in the west and Merthyr Tydfil in the north.

Old Daewoo’s traditional green livery is being replaced by a smart new blue logo and livery that will soon be a regular sight across Britain at the premises of the company’s more than 75 retailers. Swansea and Cardiff are the cities chosen to pioneer the new look and a whole new approach to selling cars in South Wales.

Swansea and Cardiff will be seeing a high profile marketing campaign this week. Over 8,000 invitations are being mailed out to both existing and potential new customers for a weekend-long ‘open house’ party event at the Hanover Group’s Swansea showroom at the Enterprise Business Park and Cardiff Daewoo at Culverhouse Cross Retail Park on 30 May/1 June. Visitors will have the chance of winning Marks and Spencer vouchers worth £150, enjoying free refreshments and seeing the new Daewoo line-up of exciting, affordable cars.

In addition an eye-catching ‘removal van’ will be touring both cities apparently on the way to the retailer to deliver its new, blue-branded equipment – entry forms for the £150 giveaway will be on board.

All the virtues that made Daewoo one of the fastest-growing automotive brands in recent years will be much in evidence at both the Swansea and Cardiff retailers – honest, straightforward cars, three years' warranty, three years' free servicing, three years' AA cover, six years' anti-perforation cover and free Institute of Advanced Motorists training.

New Daewoo is adding to this unbeatable sales package a range of brand new models (the all new, Italian-style Kalos is already launched alongside the Matiz and Tacuma, with more new cars to follow), a new nationwide retail network, full commitment to existing warranty and servicing undertakings and a dynamic new approach to the market.

The same approach will be employed by other Daewoo outlets across the country in coming weeks, with supporting marketing activities including a 0% finance deal on Kalos 1.4 8 valve models, money-off offers on Matiz and Tacuma, national TV advertising and local promotional initiatives.

"We’re making a major investment in helping our dealerships establish themselves in their local communities and reminding our existing and prospective customers that we’re not only back in business with the support of the world’s largest car maker but also have a retailer in major population centres across Britain," says Rob Smettem, Daewoo’s Marketing Director. "We want people to know that we have a new range and a new retailer network and that we’ve plans for major expansion. Watch out South Wales, we’re coming!"

Bridgend Daewoo is building a new showroom which will be opened in the autumn. The new company identity and supporting marketing campaign is planned to come to Bridgend at that time.

Published 25 May 2003 Melanie Carter

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