Lee Min-hyung joined The Korea Times in 2014 and has worked as a journalist mainly in Korea’s finance, tech and automotive industry. He specializes in content creation, breaking news and in-depth analysis currently on transportation and mobility. You can reach him via mhlee@koreatimes.co.kr.
GM, Renault take different paths in Korea
From left are GMC's Canyon pickup truck, Hummer EV and Arcadia SUV, displayed at the automaker's media event in Gimpo, Gyeonggi Province, Jan. 27. Yonhap
By Lee Min-hyung
General Motors (GM) Korea is accelerating its import-based sales strategy, in what critics argue stands in contrast with Renault Korea’s strong localization drive, according to industry officials Sunday.
Last week, General Motors Truck Company (GMC), owned by GM, unveiled three premium models — the Arcadia SUV, the Canyon pickup truck and the Hummer EV all-electric SUV.
The introduction of the three new models to Korea is part of GM’s multi-brand strategy aimed at building the carmaker's footing for sustainable growth in Korea. The U.S. carmaker also shared its plan to introduce its Buick premium brand here by the end of this year.
This will expand GM's foothold in the local market to four brands — Chevrolet, Cadillac, GMC and Buick — which the carmaker touted as a symbolic outcome, as Korea will become the first market outside North America where all four brands are sold.
GMC’s launch of the diverse models made headlines, but it leaves much to be desired that the carmaker relies on imports of new vehicles, rather than expanding the number of models produced here, at a time when the carmaker still grapples with a rumor of its potential exit from the Korean market.
Renault Korea, one of the three mid-tier carmakers here along with GM Korea and KGM, however, sticks to localized production for its strategic vehicles. The carmaker recently unveiled its Filante premium SUV, also known as the Aurora 2 project.
Renault Korea's Filante premium SUV is unveiled at its launch event in Seoul, Jan. 13. Yonhap
The French carmaker identifies Korea as a strategic hub for vehicle production and exports, expanding investment for its manufacturing facility in the nation’s southeastern city of Busan. Filante vehicles are also assembled and exported after production here.
GM Korea also utilizes Korea as a base for its U.S. exports for some models, such as Trax and Trailblazer SUVs, but has not shared any specific vision to expand its lineup for local production. All three GMC models will be imported from the United States.
“The introduction of the three new models is still a good sign in that this has diversified customer choice, but the carmaker cannot completely quell exit rumors without expanding the number of newly produced models at its production line here,” an official from the industry said.
Renault Korea has avoided similar controversy in recent years after the successful launch of the Grand Koleos SUV which is produced here, after having also faced its own exit rumor a few years ago due to the lack of new models, according to the official.
The launch of price-competitive new models is another major task for GM Korea to revive its falling domestic sales, the official said.
According to data from the Korea Automobile and Mobility Association (KAMA), GM Korea’s local market share accounted for 5.1 percent in 2020, but the figure nosedived to 0.9 percent as of 2025, apparently due to the carmaker’s lack of affordable new models.