A good model, a splash of color revolutionized GM Daewoo
The Rekord Royale brought a splash of color into the Korean auto market and revolutionized GM Daewoo’s operations. [JoongAng Ilbo]
When Daewoo Group took over the automaker in 1982, the company became Daewoo Motor. It rose quickly in the Korean automotive market, but faced problems in the late 1990s after Daewoo Group suffered heavy losses from bad investments made during the Asian financial crisis. The conglomerate put Daewoo Motor up for sale and it was bought by General Motors in 2001, when it became GM Daewoo.
A vehicle called the Rekord, introduced in October 1972, played a significant role in the automaker’s history. It was the production of this vehicle, and specifically the second generation, that provided the basis for Daewoo Motor’s business model from that point forward.
The vehicle’s design was based on German automaker Opel’s Rekord D, and its primary parts, including the body and engine, were imported from Opel.
The vehicle was one of the top performers of its time. It had a 1.9-liter engine with 102 horsepower and a maximum speed of 161 kilometers per hour (100 miles per hour).
The vehicle also brought a splash of color to the Korean market, with vehicles that were primarily black. The Rekord came in bright colors including yellow.
General Motors Korea sold a total of 4,178 units of the Rekord.
The first Rekord failed to become popular in the local market because of its high price, but the company introduced a new version of the vehicle called the Rekord Royale in 1975.
The Rekord Royale also came with a high price tag, but consumers didn’t seem to mind as much as they had with the original Rekord. In fact, during the 1970s and 1980s, the Royale was a symbol of high social status and wealth. The Royale eventually became one of the most popular vehicles in the high-end sedan market until the Hyundai Motor Grandeur, which was based on the design of the Mitsubishi Debonair, was produced.
The Royale series lasted until 1993, and the last vehicle made was the Daewoo Imperial. Other models in between included the Royale Diesel, the Salon, the Duke, the XQ and the Prince.
By Lee Ho-jeong
with the Korea JoongAng Daily
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