GENERAL MOTORS IN EUROPE Chevrolet is General Motors' largest global brand with annual sales of about 3.

5 million vehicles in more than 130 countries. It is the fourth biggest global car brand in terms of sales and also one of the fastest growing brands in the world. Europe is the second largest global regional market for GM after North America. About one-fifth of total company unit sales are derived from Europe. In october 2002, GM bought the Korean Daewoo. GM Daewoo was created after Detroit-based GM acquired Daewoo Motor Co., the automobile unit of the Daewoo Group. Executive Summary : Summary of the decision situation in the case is provided [10] In early 2004, Patricia Messar, the director for brand and marketing at Chevrolet Europe, assembled the project Midas group. Project Midas was the name given to the strategy to introduce the General Motors Chevrolet Brand of passenger cars to Europe in 2005. Specifically, the Chevrolet brand would replace the Daewoo brand in Europe. The project Midas was assigned responsibility for making the brand conversion from GM Daewoo to Chevrolet in Europe. KEY DECISION CRITERIA FOR THIS PRODUCT OR COMPANY [10] Chevrolet brand positioning was the assignment for the Midas group. The Chevrolet brand launch had to be accomplished with the existing GM Daewoo product line, carry-over names for individual products models, and the same dealers and operating policies and pratices. The positioning statement of Chevrolet Europe was: - To resonate with European car buyers - To compement General Motors multi-brand portfolio in Europe - To be consistent with the global perception of the Chevrolet brand In addition, the project Midas marketing group was given a 2005 market share goal of 1% for the Chevrolet brand in Europe and a 75 million euro media budget to achieve this goal. This market share goal represented an increase over GM Daewoo brand sales of 132,200 units in 2003, which represents less than 0,85% market share.