GM Korea, Online Site Join in Bid to Market Aveo

GM Korea is using an Internet shopping site as a virtual showroom for selling 10 units of its updated Chevrolet Aveo compact vehicle (Sonic in the U.S. market), which went on sale in Korea earlier this month.

A spokesman notes it is not a trial program likely to be followed by offering more models through the site, but a special promotion to help bring the new Aveo to the attention of potential women buyers ages 30-40.

Specs and graphics of the vehicle are posted on the popular Korean shopping website, Auction, which is similar in many respects to the Amazon shopping websites operated in many nations around the world. Despite its name, it is not an auction-oriented portal.

“The customer can contract to buy an Aveo by paying 2 million won ($1,800) through the Auction website,” a GM spokesman explains. “The potential customer is then contacted by a dealer in her or his region to complete the delivery process, including payment of the balance.”

Once the sale is concluded the customer receives 5 million won ($4,500) in “Smile Cash.” It can be used on the Auction site for any purchase the customer wishes to make.

The automaker says interest in the promotion has been substantial, and customers are being selected on a first-come, first-served basis.

The spokesman says the Auction promotion enhances GM Korea’s pioneering digital promotion and social-media marketing efforts.

GM Korea President and CEO James Kim asked his sales and marketing team to find more new ways to help sell the Aveo, the spokesman says.

“This method was selected by our senior leadership, as it represents an appropriate approach, when you consider the advanced online environment and technical savvy of customers in the home market,” he says.

Customers who do not use the Auction portal but instead buy directly from a dealership will receive 2 million won in Smart Money coupons.

Although the Aveo features many technological improvements, it sells in Korea for a little less than the model it replaces. The price range is 14 million-18 million won ($12,500-$16,000).

GM Korea worked directly with Auction to create the promotion.