General Motors has just launched the all-new “The House of GM” in South Korea, the first integrated brand space of the American company in the capital of Asian country.
The automaker announced that it will open The House of GM on May 5th in Seoul, where customers will be able to experience the global Chevrolet, Cadillac and GMC brands in one location for the first time in Korea. With this new facility, GM’s South Korean subsidiary will begin large-scale integrated brand communication with a premium approach to strengthen the company’s local image and positioning.
“The House of GM will be a meaningful space to communicate with customers by presenting differentiated products and brand values of Chevrolet, Cadillac and GMC in various ways,” said CMO at GM Korea, Jeong-Yoon Jeong. “Starting with the opening of the first integrated brand space in Korea, we plan to further solidify our position in the premium imported car and luxury market, while at the same time establishing our identity as a true American brand,” he added.
The House of GM is a modern two-story space located in the exclusive Gangnam-gu district of Seoul, created as part of GM’s new plan to strengthen its multi-brand strategy in the South Korean market, enhancing the iconic legacy of American culture with high influence and acceptance in that country. In fact, this new brand space in Korea is inspired by and will be filled with motifs from the Factory One heritage site in Michigan, the birthplace of GM.
Going beyond the concept of a simple showroom, The House of GM in Seoul will display exclusive models from Chevrolet, Cadillac and GMC to convey the values of the three brands and allow customers to experience first-hand the American lifestyle that GM wants to show Korean consumers. As such, the space will offer private product experiences, collaborative artist exhibits, and permanent experience programs.
The House of GM will be officially inaugurated and open to the public on Friday, May 5th in South Korea, with a full schedule of activities and cultural events for customers and the general public beginning, with a special hot rods exhibition created by Lewis Steel Custom artist Seo Woo-tak. The events will be promoted on the official site of The House of GM and the social media of each of the brands in Korea.