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The day Daewoo died

It is easy to see why General Motors decided to re-badge Daewoo. Earlier bankruptcy and bad press had tainted the brand and no matter what GM did with the cars, Europe for one -- the developing world unfortunately doesn't hold such privileges -- considered Daewoo's days over.

The new Kalos/Aveco is the first Daewoo to take on the Chevrolet badge in Europe
The sharply designed seven-seat S3X, first shown at Paris 04, will be Europe's first diesel powered Chevrolet as well as hinting at future design direction

Chevrolet on the other hand has an exotic reputation in Europe. With its French sounding name and huge heritage that stems from old American movies and music -- apparently it's the most sung about car -- it takes us back to the free-spirited America of Jack Kerouac's 'On the Road'. So you can see why GM execs thought it ingenious to swap the Daewoo badge for Chevrolet's.

This is, however, precisely where the problem lies. Cars like the ex-Daewoo, now Chevrolet Kalos or Lacetti unfortunately have zero association with the free-thinking, spirited world of Kerouac. They are essentially low-budget, practical cars for the average Joe. Mind you, there is absolutely nothing wrong with these cars. They are relatively well-built in Korea, have the bare necessities that are required from cars in this segment and carry a truly competitive price tag that sets them apart from their European-made rivals. The problem, though, lies in whether they can carry the 'bowtie' Chevrolet badge.

Reality bites

Unfortunately for Chevrolet, though fortunately for GM, the truth is that only Europe views Chevrolet as an exotic brand. In the US, the cars are driven by the ordinary, blue-collar, working man. In its home market the brand is seen as a relatively low-budget car for the average mid-American household. The Aveo (Kalos in Europe), for instance, is the best selling small car in the US.

"The Chevrolet brand is about a wide product range in America," says Andy Carroll, managing director of the brand in the UK. Chevrolet is GM's global brand. One car in 16 sold in the world is a Chevrolet. Over 175 million Chevrolets have been sold to date. A Chevrolet is built every 7 seconds. This does not add up to an exotic brand, rather a mainstream everyday product.

On the other hand GM is trying hard to highlight Chevrolet's European heritage. The press material talks of the company's founder, the Swiss Louis Chevrolet -- racing driver and car designer -- who was born in Switzerland (it became part of GM in 1918). German suppliers, Siemens Automotive (airbag systems, emission control) and Bosch (ABS), were development partners for the Lacetti. And the star Italian designers, Giugiaro, Italdesign and Pininfarina, came up with the styling in collaboration with the Korean design centre. So on and so forth.

Chevrolet will sell in 90 countries in 2005. Carroll points out that GM hasn't had a global mainstream brand to date. "What we have looked at is a brand that can take the world," he says. "Chevrolet has become the global brand for GM worldwide." The car has been launched not only in Europe, but in India (18 months ago) and more crucially in China, what Carroll describes as: "the last piece of the jigsaw puzzle." Chevrolet will be GM's entry brand in Europe, followed by Opel/Vauxhall then Saab and Cadillac.

It is equally important not to dismiss the whole venture. Europe's romanticism of Chevrolet may in the long term have a positive effect on the brand. GM chiefs so far say that the European/US line-up will differ, but then again some of the cars that are sold on both sides of the Atlantic. Upcoming models like the stylish S3X SUV or the Matiz Spark, unveiled at Paris 04 and designed by Giugiaro and Italdesign or the Kalos/Aveco Notchback again designed with the critical eye of the Italians will hint at possible styling cues for future Chevrolets.

On a last note, it's interesting to remember that Louis Chevrolet left the company in 1914 because he had an argument with his partner and GM founder Billy Durant about the positioning of the company. The Swiss man wanted to build exclusive vehicles, whereas Durant was in favour of popular cars. Who actually won the dispute is no secret.