Daewoo Cars UK has confirmed it is to set up a network of franchised dealers.
The establishment of a network, which was revealed exclusively on AM-online on Monday, will be introduced in the autumn and is, the company claimed part of a five year launch strategy “which set out to change the way cars are bought and sold in the UK”.
Daewoo will not abandon its direct sell operations, but run them alongside franchised outlets in an attempt to grow market share by improving its geographical coverage.
The total number of its outlets is expected to triple to around 120 and Daewoo aims to increase registrations to 50,000 registrations per year. The total for 2000 was 34,600.
Patrick Farrell, Daewoo Cars UK director of sales and marketing operations, said: “This announcement marks the second phase of Daewoo's business plan in the UK. Multi-channel retailing is now a way of life and our new strategy reflects this.
“Having established a strong brand proposition, we are now seeking new dealer partners of the highest quality who can see the benefits of Daewoo's customer focussed policies.
“Dealers that are prepared to consider doing things differently have the opportunity to take on a profitable new car franchise.
“Many of the better dealers and groups in the UK raised the level of the service they provide following Daewoo's arrival in the UK, employing consumer-focussed innovations similar to those we introduced, making it much more appropriate for us to now offer them future partnerships.”
Daewoo entered the UK market in spring 1995 using an advertising campaign that portrayed dealers as sharks.