New Chevrolet

Chevrolet traded as Daewoo Cars for many years; but the company was renamed in 2006. Daewoo was a South Korean carmaker that changed the face of UK car retailing with a "no haggle, no hassle" promise and a 3-year customer service packaging which included: 3 year warranty, 3 year roadside recovery and a 3 year servicing package. Originally established in the 1980s to supply cut-price Pontiacs (allowing General Motors to compete with a growing number of uncontrolled Oriental imports into North America), the body shells supplied by Holden with a Family Two engine line-up aged quickly. So the Korean car company turned its back on GM. Despite an incredible rate of growth, Daewoo suffered in the Asian economic crash; both its home market and its West/ East European and Third-World markets crashed. This left Daewoo's founder escaping justice (having embezzled an enormous sum from the company). Meanwhile, General Motors waited on the sidelines and, once the price felt right, GM stepped in to provide a life-line. The much-respected Nick Reilly (one-time Managing Director of Vauxhall Motors UK), became Director of the Daewoo business. One of his first and key decisions was to integrate the Chevrolet brand to represent a budget-price, added-value lineup of products for the rest of the world (up to this point, Chevrolet was well known only in N. America).