General Motors is celebrating its first 21 years of operations in South Korea with a special exhibition and marketing events promoting the rich American heritage of its Chevrolet, Cadillac and GMC brands.
The automaker opened an exhibition at the all-new The House of GM in Seoul to celebrate its 21st anniversary in South Korea, debuting an integrated brand space in the facility called ‘Walk of Fame’ that is inspired by the Hollywood Walk of Fame. As such, GM Korea is taking advantage of its anniversary celebration to reinforce the new corporate communication strategy focused on the American lifestyle.
“The House of GM is not just a space where customers can experience GM’s signature models, but also allows customers to see and feel the essence of the Chevrolet, Cadillac, and GMC brands,” said CMO at GM Korea, Jeong-Yoon Jeong. “We want to become an iconic space where you can experience the authentic American culture and new lifestyle that GM wants to show. Anyone can become a star on the GM Walk of Fame,” he added.
With an atmosphere inspired by the iconic and world-renowned Hollywood Walk of Fame, the special ‘GM Walk of Fame’ exhibition celebrating the company’s 21st anniversary at the new The House of GM in Seoul shares historic moments from GM, Chevrolet , Cadillac and GMC as symbols of American culture. The space was designed to immerse customers with star-shaped icons on the floor like the famous American boulevard.
On the first and second floors of The House of GM, the footprints of the most representative models of the Chevrolet, Cadillac and GMC brands that have won honors at world automobile awards are represented on the star-shaped icon, allowing customers to experience GM’s more than 115-year-long heritage in the United States. In addition, the entire line of American crossovers, SUVs and trucks available in the Asian country is on display.
Since its original establishment in 2002 as GM Daewoo Auto and Technology Co., GM Korea has grown into a major production and sales corporation, as well as a highly strategic vehicle research and development center for the global manufacturer. Headquartered in the South Korean city of Incheon, the subsidiary currently operates two manufacturing plants, the GM Technical Center Korea, and employs more than 12,000 workers.