GM Korea Presents Strategy for Chevrolet’s Next Leap Forward at 2012 Busan International Motor Show
GM Korea Presents Strategy for Chevrolet’s Next Leap Forward at 2012 Busan International Motor Show
  • Korea IT Times (
  • 승인 2012.05.24 09:58
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BUSAN, KOREA - GM Korea is celebrating the second year of its Chevrolet brand in the domestic market by displaying a range of innovative new concept cars and production vehicles at the 2012 Busan Motor Show, which starts today in the city of Busan.

Chevrolet is greeting visitors with the Korean premiere of the Youth Concepts and the upgraded version of its best-selling global passenger car, the 2013 Cruze. It is also highlighting its other vehicles that demonstrate GM Korea’s strategy for continued growth.

“2011 was a year to remember for GM Korea, as we made a successful transition with the launch of our new brand and new company name,” said Sergio Rocha, President and CEO of GM Korea. “We are presenting Chevrolet’s new Care strategies for carrying on the momentum and making a second leap forward.”

He added, “While the Chevrolet Youth Concepts and our new Ecologic strategy represent Chevrolet’s long-term commitment to growing with our customers and protecting our environment, the upcoming 2013 Cruze with the Chevrolet MyLink infotainment system showcases Chevrolet’s strategy for leading in the Korean market by continuously launching innovative products and technologies.”


Care Strategies for Next Leap Forward

The innovative customer satisfaction program Chevy Care 3-5-7 was one of the primary factors behind Chevrolet’s successful launch in the Korean market last year. In line with its top priority of taking care of its customers, GM Korea has created a set of Care strategies and is displaying products and technologies that embody these strategies.


Chevrolet Cares About Its Customers: Youth Concepts

GM Korea is showing its innovative customer-focused product development strategy with the Chevrolet Youth Concepts, the Code 130R and Tru 140S, which are designed to inspire next-generation buyers to get behind the wheel and suggest ideas for a car they can co-create.

Both concept vehicles reflect the values that matter to the young generation such as sports car styling with sedan functionality, the innovative IT technology of Chevrolet MyLink and efficient fuel economy.

The Tru 140S is a front-wheel-drive, “affordable exotic” four-seat sporty coupe. The three-door hatchback shares a platform with the Chevrolet Cruze and was designed to be an attractive yet affordable sports car. Shown in an all-new matte white with Chevrolet performance chrome wheels featuring cross-flag emblems, the Tru 140S looks confident, exotic, expensive and fast.

The Tru 140S demonstrates technologies typically found in more expensive cars, including direct injection and starter-based stop-start technology, balancing internal combustion and electrification to deliver high value and improved fuel economy.

The second of the Chevrolet Youth Concepts, the Code 130R, is a four-seat coupe with a simple upright profile. With all-new red metallic paint with matte anodized gold wheels, the Code 130R features heritage performance-inspired styling and rear-wheel drive. With an aggressive front fascia, Chevrolet fender flares, straight body side and the Chevrolet cross-flag emblem, the Code 130R makes a link to Chevrolet’s performance heritage.

The Code 130R is equipped with a turbocharged engine tuned to work in tandem with eAssist technology. By shutting off the engine at stops, recapturing braking energy and smoothing torque during acceleration, this concept takes automotive electrification to the next level and balances turbocharged performance with fuel economy.


Chevrolet Cares About the Environment: Ecologic

GM Korea is introducing its new strategy for sustainable growth, Ecologic, which involves fuel-saving technologies, end-of-life recyclability and responsible manufacturing.

First, GM Korea is rolling out environmentally friendly products with good fuel economy. It has already introduced clean diesel engines in the Cruze and Orlando in segments where diesels are rare. Its diesel lineup will be further strengthened in the coming years. GM Korea has also launched the Alpheon eAssist, the first hybrid car in the large sedan segment in Korea, and will continue developing a variety of fuel-saving powertrains and technologies.

Second, GM Korea is applying environmentally friendly technology across its entire product lineup. Its vehicles are designed and engineered to have 85 percent recyclability and 95 percent recoverability.

Finally, GM Korea is engaged in environmentally friendly manufacturing. Its facilities send less than 1 percent of their manufacturing by-product to landfills, conserving resources.

All manufacturing facilities at GM Korea have obtained ISO-14001 environmental management certification. In addition, its Bupyeong and Gunsan plants have been recognized as “green companies” by the Korean Ministry of Environment. With its Ecologic strategy, GM Korea will maintain the environmental friendliness of its manufacturing systems while pursuing sustainable growth.


Chevrolet Cares About Product Innovation: 2013 Cruze with Chevrolet MyLink

GM Korea is also focused on driving forward the success of its Chevrolet brand by launching innovative products and technologies. The 2013 Chevrolet Cruze with the Chevrolet MyLink infotainment system is a fine example.

Building on the global success of Chevrolet’s best-selling global compact car, the 2013 Chevrolet Cruze – which is making its domestic debut at the Busan Motor Show – features more dynamic styling. A newly designed front grille and luxurious fog lamps add refinement.

The 2013 Cruze is the first vehicle in Korea to feature the Chevrolet MyLink infotainment system. Chevrolet MyLink is an innovative, next-generation infotainment system that comes at an affordable price. It will be rolled out in Chevrolet’s global mini, small and compact vehicles.

Chevrolet MyLink features a 7-inch full-color, high-resolution touchscreen. It works easily with the touch of a finger, and can display music, movies, video clips and photos from a USB drive.

Another notable feature is mobile phone integration. Mobile phones can be easily connected with Chevrolet MyLink via Bluetooth or USB for phones. Owners of compatible devices can bring their own media into the vehicle through a USB or by pairing a smart phone with the system’s Bluetooth connectivity.

Phonebooks from a mobile phone can also be displayed on the touchscreen. This enables the driver to make or receive a phone call through a simple press of the display. GM Korea will continue to develop Chevrolet MyLink-specific smart phone applications for more personalized infotainment.

“The decision to apply Chevrolet MyLink technology to smaller vehicles such as the Cruze, Aveo and Spark at a reasonable price demonstrates that Chevrolet cares about all of its customers,” said Ankush Arora, GM Korea Vice President of Vehicles Sales, Service, and Marketing. “Chevrolet is offering customers true value by making its innovative products and technology affordable.”

Starting with the first public day on May 25, GM Korea will have a variety of events for visitors at the show, including:

- Chevrolet Brand Day featuring a shuffle dance performance, media show and car runway show twice daily.

- A “Ppororo” virtual reality studio for children.

- Fan fairs with Lotte Giants players on May 28 and Chevrolet Racing Team members on June 2 and 3.

- A Chevrolet Facebook event with giveaways for photos taken at the Chevrolet stand.

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