[Alpha Biz= Kim Jisun] GM Korea’s prolonged weakness in the domestic market has continued for a second straight year, with growing criticism that the absence of an effective marketing strategy is a key factor behind the downturn.

The company appointed Yoon Myung-ok, formerly of GE Healthcare, as chief marketing officer (CMO) in February 2024, pledging to strengthen a multi-brand strategy and customer experience–focused marketing. However, GM Korea has yet to deliver visible marketing results, while sales have continued to slide.

Industry sources said no new content has been uploaded to the official Chevrolet Korea YouTube channel for five months, with most high-viewership videos dating back to 2023 or earlier. Since 2024, only one video—the All-New Colorado clip posted in July—has surpassed 1 million views. Similar inactivity has been observed across GMC and Cadillac’s digital channels.

GM Korea’s domestic sales have fallen sharply. Chevrolet sales dropped from 38,755 units in 2023 to 15,094 units last year, a decline of more than 60% over two years. Cadillac and GMC also recorded weak sales, selling just 785 and 242 units, respectively, last year.

Labor disputes stemming from service center closures and layoffs at the Sejong logistics center have further weighed on the company’s brand image.

Despite the challenges, GM Korea has outlined a diversification strategy, including expanding its GMC lineup in early 2025 and launching the Buick brand in the second half of the year. The company recently opened a new Cadillac showroom in Songpa, with CEO Hector Villarreal pledging to strengthen engagement with Korean customers through an expanded premium channel network.

 

 

 

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