Cruze, is this an American, German or Korean car?
When people across country watch GM's Buick Hideo and Chevrolet Cruze race through streets of country, popular Bumblebee Chevrolet with Golden Bow Tie and Yellow Cross labels makes people feel like American cars. life of Chinese. As soon as everyone was immersed in atmosphere of American cars, harsh voices were heard: “Cruze is just a Korean Daewoo car with a different logo?”, “Cruze is a car on sticks!”
These voices don't come out of nothing, they don't just happen, and they certainly aren't groundless. The public says that public is right, and mother-in-law says that woman is right, so to find truth, you will have to uncover a long period of unfamiliar history, whether it be a maligned American car or a Korean one. a car that was ruthlessly offended, but I'll leave that to everyone. The big tension is that German cars also have a foot in this hybrid car. What identity stands behind the Cruze? Is it a purebred faction, two-door hybrid or three-door hybrid? A very interesting overview of historical knowledge and popular science literacy, read on.
From beginning, General Motors first opened a Cadillac branch in Detroit in 1902. Cadillac was to honor memory of Anthony Cadillac, founder of Detroit at time. Thereafter, Buick division, created in 1904, and Chevrolet division, created in 1911, slowly merged with previous Cadillac and finally merged into General Motors. However, as three brothers under GM, these three brands should not be at enmity with each other, but should fulfill their own responsibilities, so as you can see today, Chevrolet, Buick and Cadillac have brand positioning in order from low to high. , Chevrolet is now positioned as a brand of cheap cars.
According to style of work of American companies, it is impossible to leave plowed land unsown and to recycle a piece of land that must be rebuilt according to local conditions. More importantly, neither investing too much in this land, nor products "grown" in this land can downgrade brand. Therefore, Chevrolet made a very smart move: in other countries or regions, in accordance with needs of local market, in name of a so-called strong alliance or bailout of local auto companies, a merger or takeover, and finally can legitimately claim to share technical resources with many other GM-owned sub-brands. In other words, it must convert model platform of other GM sub-brands into its own products. This has two advantages: first, cost of R&D must be much lower than cost of developing technology platform alone; car, car marketing, etc. are easier to understand and control.
Cruze is such a product that debuted at Paris Motor Show in 2009, and then simultaneously entered global market in second quarter of 2010. The Cruze is known as a new compact car that integrates most advanced technologies through a global design platform. However, truth is that Cruze was actually launched in South Korea in late 2008. At that time it was not listed under Chevrolet brand, and name was not current Cruze, but premier LaceTTi GM Daewoo. Motors are source of car.
However, Cruze's "local adaptation" naming method is not limited to South Korea. With this simple and effective name change method, Laomei also used this coup for United Kingdom and Australia. In United Kingdom it is called "Chevrolet Lacetti", known in Australia as "Holden Cruz". However, reason it is called a Korean car is because appearance of this Cruze is actually designed and engineered by GM R&D center in Korea. In addition, Daewoo Nubira round car, predecessor of Cruze, Buick Excelle, was designed by Daewoo .Cruze was branded as Daewoo at that time. Therefore, these two reasons are fundamental reasons why Cruze is known as a Korean car.
As mentioned above, when Cruze was born it was hailed as "using a global design platform". The exterior was designed by Koreans, while its power plant, suspension and chassis were designed by Germans. Cruze's internal design is to share a platform with Opel Astra. German Opel is also a subsidiary of General Motors in US and GM's window to Europe. The former DVVT Cruze engine came from Opel ECOTEC engine series, and tuning and testing of whole car was completed together in Germany, so it can be said that heart of Cruze is German blood.
So Cruz is wearing a Korean-designed coat and has German blood in his body. Have Americans just changed into "aunty yellow scarf" that so many netizens love to hear? And that's not all. The last Cruise of 2015, which everyone can now touch, is no longer developed by Korean Center. The new Cruise is based on Global platform. Maybe not only Chinese have such and such views on Korean cars, but also other countries and regions . However, classic version of Cruze still retains style of Korean design, because Korean nation still has a sense of nostalgia, which is also market!