How Car Brands Over 100 Years Old Appeal to the Younger Generation

Visited The House of GM Opened Last Month
"Adding Trendiness to Brand Heritage"
1968 Customizing Impala Draws Attention
Emphasizing American Brand with Broad Car Culture Base

1900 GMC, 1902 Cadillac, 1911 Chevrolet. These are the founding years of the automobile brands under the American General Motors (GM) umbrella. All have long surpassed 100 years. Established brands are a double-edged sword. While they provide a solid heritage that latecomers or new makers can hardly possess, they also risk giving an outdated and stale impression. For complete car brands that desire the influx of young customers more than any other product category, this background is not an asset to be used recklessly.

Korea GM, which owns these historic brands yet still carries a strong impression of being a ‘domestic car,’ faces this very dilemma. It has a brand portfolio older and more firmly established worldwide than most automakers. In Korea, it has widely promoted itself as a sturdy, American-style car, but for the middle-aged and older generations, memories tied to the Daewoo era inevitably come to mind. As a result, the brand identity has often appeared somewhat confused.

Inside The House of GM. 1962 Impala Customizing Model

“House of GM,” which opened last month in Seoul, is a symbolic space that reflects the outcome of these concerns. Jung Jeong-yoon, Chief Marketing Officer (CMO) of Korea GM, said, “Reestablishing the brand is not easy but absolutely necessary. The branding strategy must not be obvious; it requires unexpected elements. And it must have boldness and confidence.”

Jung Jeong-yoon, Chief Marketing Officer of GM Korea, is explaining a customized model of the 1962 Impala.

He added, “I believe customers are gradually recognizing that we have upheld the value of uncompromising quality in our products for 120 years. If we show a progressively evolving image and continuously infuse trendiness into our brand identity, we are confident that fandom will develop, allowing us to connect not only with the MZ generation but also with customers in their 40s and 50s who share similar tastes.”

The House of GM as seen from outside. The arched window frame is inspired by GM's first factory, Factory One.

Located in the heart of Gangnam, Seoul, just a short glance away from a cluster of imported car showrooms, the new space GM prepared was previously used as a showroom by another imported car brand. The exterior faithfully replicates the arched windows of Factory One, the first plant GM operated in the past. The first floor offers a bright and open impression so that passersby can visit casually without any particular intention.

Upon entering, a 1962 Impala, lavishly customized, catches the eye. It features subtle emerald green accents that look like plating throughout the vehicle. This customization was done in collaboration with artist Seo Woo-tak, who specializes in vehicle customization. Reflecting Seo’s fondness for American culture, the interior intentionally includes Nike shoes and a baseball bat. Korea GM’s Trax crossover is also displayed nearby. It is a pistachio khaki color model, popular in the U.S. but not yet delivered to customers domestically. The walls feature vibrant LED visuals.

An upcycling brand CONTINUE experience space set up on one side of the interior of The House of GM

Inside the first floor, there is a space created in collaboration with the upcycling brand CONTINUE, where customers can make accessories using recycled vehicle materials. This space is especially popular among families with children. Participation is possible by making an online reservation in advance. On the stairway wall leading to the second floor, a video visualizes GM’s history with simple explanations and images. It highlights milestones such as establishing the first department dedicated to vehicle design and being the first to apply automatic transmissions, showcasing GM’s footprint in the automotive industry.

The second floor features blackout curtains that allow the space to be open or closed depending on the occasion. The high-end GMC pickup truck Sierra, launched domestically earlier this year and available only through online purchase, can be test-driven here. Docent staff, experts in customer experience, assist with vehicle purchases.

Interior of The House of GM on the 2nd floor. GMC pickup trucks can only be test-driven here.

As vehicle electrification and software become more prominent, marketing that encompasses the entire brand portfolio rather than individual brands has become necessary. For example, the Ultium electrification platform, applied commonly across GM’s brands, is one such target. The corporate mid-to-long-term strategy called Triple Zero (carbon emissions, accidents, traffic congestion) is another.

Yoon Myung-ok, Executive Director of Korea GM, said, “In the past, the GM corporate brand did not significantly benefit each product brand, but now it is becoming a brand that leads transformation and focuses on the future, thus providing support.” CMO Jung said, “As a true American brand, we have unique values that others do not. Under a multi-brand strategy, we plan to simultaneously carry out individual brand strategies and marketing.”

This content was produced with the assistance of AI translation services.