- - Domestic sales increased 12.1%
- Innovative improvements in brand image and customer satisfaction
- Strengthening communication with customers and marketing in each segment
Over the past 12 months, GM Korea’s domestic sales grew 12.1 percent to 141,386 vehicles from 126,157 vehicles sold in the preceding 12-month period. In addition, exports grew 6.7 percent in 2011 and GM Korea sold a record 2 million vehicles, including exports and CKD kits. This helped take the average operation rate at GM Korea’s domestic manufacturing facilities to 99.9 percent.
“The enthusiastic response of our customers to the Chevrolet brand and the completion of our product lineup – which ranges from mini-cars to sports cars – as well as our industry-best customer care program have been the driving forces behind Chevrolet’s strong growth in Korea,” said Ankush Arora, GM Korea Vice President of Vehicle Sales, Service and Marketing. “We are strengthening our marketing programs in each segment and introducing innovative brand promotions to keep up our impressive growth.”
GM Korea reached the top level in a prestigious customer satisfaction survey. It was boosted by the growth of its mega dealer system and aggressive customer care programs such as Chevy Care, which offers Chevrolet buyers a five-year warranty.
GM Korea’s brand image has also benefited from continuous brand promotions and improvements in brand awareness. Chevrolet’s brand awareness reached 99 percent in only 12 months. Consumer opinion and consideration for the brand, both of which directly affect future purchases, increased 8 percent and 11 percent respectively over the past year.
GM Korea is implementing a major brand promotion integrating social media channels to facilitate two-way communication. GM Korea will use its new Facebook page, www.facebook.com/chevroletkorea, to listen to the diverse voices and interests of its customers.