T.W. Rhie, managing director of Daewoo Cars Ltd. in the UK, will lead a pan-European marketing effort aimed at helping Daewoo join the ranks of the world's Top 10 carmakers in sales by 2000.
To succeed, Daewoo needs to duplicate the success of its UK operation in the rest of Europe and in the USA.
'We want to ensure that we're not just saying the right thing but the same thing' in Europe, said Mark Carbery, head of communications for Daewoo Cars Ltd.
In the UK, Daewoo sells cars from company-owned showrooms and from showrooms in space leased from retail stores like the Halford's chain of hardware stores.
No company-owned showrooms are planned for continental Europe, but all national sales activities will be coordinated by Rhie in the UK.
Daewoo will start selling cars in North America by the end of the year from company-owned stores.
Last year Daewoo reached its goal of a 1 percent share of the UK market, three years after opening its first store.
Patrick Farrell, UK sales director, expects UK sales to soar 65 percent this year to 36,000 units.
