Korea GM Changes CEO, Targets Second Half with Trailblazer Launch

Hector Vizareal to Replace Rempel as President Starting Next Month
Trailblazer Facelift Model Targets Export and Domestic Markets
Consumer Persuasion Crucial Due to Price Increase
"Aiming for Synergy with Trax"

Korea GM unveiled the facelifted model of the Chevrolet Trailblazer on the 19th. Many aspects have changed, and the price has also increased.

Roberto Rempel, President of Korea GM, stepped down from his position after the unveiling event of the facelifted Trailblazer model on the 19th. He had been with Korea GM for eight years. President Rempel said, “During my term, Korea GM underwent significant changes such as brand restructuring and the launch of four new models, standing at a turning point for a new beginning. I look forward to the future and believe that the new President Hector and Brian MacMurray, head of Korea GM R&D Corporation, will lead well.”

(From left) Honey J, Roberto Rempel, President and CEO of GM Korea Operations, pose during the media showcase photo session for the refreshed Trailblazer model. Photo by GM Korea

Earlier this year, President Rempel achieved the major goal he set for himself: reaching an annual production target of 500,000 units (at Bupyeong and Changwon plants). The Trax Crossover, launched in the first half of the year, sold over 70,000 units overseas. Nearly 10,000 units (9,481 units) were sold domestically as well. The Trax Crossover has received favorable reviews both domestically and internationally. Korea GM also launched the GMC brand by introducing the GMC Sierra (full-size pickup truck). In Gangnam, Seoul, they opened ‘The House of GM’ store to reestablish the brand image of GM subsidiaries such as Chevrolet and GMC.

The vacancy left by President Rempel is filled by Hector Vizarral, Vice President of Sales and Service for GM Mexico, Central America, and the Caribbean. He is known as a ‘Korea expert’ as he worked in Korea for about three years from 2012 as Vice President of Planning and Program Management. Since then, he has worked in the U.S., Uzbekistan, Russia, and Southeast Asia. He said, “The recent success of the Chevrolet Trax Crossover is a case that the global GM organization should benchmark. It has opened a new chapter for Korea’s business.”

Hector Vizareal, New President of Korea GM
[Photo by Korea GM]

Korea GM plans to continue its upward trend in the second half of the year with the facelifted Trailblazer. The interior now features an 8-inch color cluster and an 11-inch color touchscreen. First-row ventilated seats and other features have been added to cater to Korean consumers’ preferences. On the exterior, LED tail lamps replaced halogen lamps at the rear of the vehicle. The front now sports Chevrolet’s signature design, the ‘Dual Port Grille.’

The downside is the price. Although a new entry trim (LT trim, 26.99 million KRW) was introduced, it is 1.1 million KRW higher than the previous entry trim, the Premier trim (25.89 million KRW). Even comparing the same Premier trim, the price increased by 2.1 million KRW, and for the premium trims Active and RS, prices rose by 3.52 million KRW and 3.08 million KRW respectively.

Regarding the driving assistance system, basic features such as lane departure warning, forward distance detection, and lane keeping assist are standard on the entry trim, but adaptive cruise control, which can be used on highways and main roads, is an optional feature. On this, Jung Jeong-yoon, Executive Vice President and Chief Marketing Officer of Korea GM, stated, “The price reflects increases in raw materials, logistics costs, and exchange rates. Considering the application of 19-inch wheels and the addition of various convenience features compared to before, we set the optimal price.”

Yoon Myung-ok, Executive Director of Public Relations at Korea GM, Jung Jung-yoon, Chief Marketing Officer (CMO), Gustavo Colosi, Vice President of Sales & Service, Roberto Rempel, President and CEO, Hwang Bo-young, Designer (Executive Director), Rodolfo Campos, Head of Vehicle Performance Development, Ko Jin, Senior Engineer of Global Product Planning answering questions during the Q&A session
[Photo by Korea GM]

The reason for the price increase seems to be to emphasize the differences between the two vehicles and expect a synergy effect. Executive Vice President Jung said, “After the launch of the Trax, Trailblazer sales tripled compared to January. We believe there is a synergy effect, as the Trax and Trailblazer form a ‘dynamic duo’ that can be chosen according to each lifestyle.” President Rempel also said, “Since the Korean market itself is highly competitive, we aim to increase competitiveness by launching the Trax and upgrading the Trailblazer.”

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