Lucire
The global fashion magazine March 28, 2024 
Out now: Lucire issue 48, with free shipping for UK and US



 

Mike Simcoe on an ‘aspirational’ Daewoo


News

December 11, 2009/23.03


Mike Simcoe is probably GM’s best North American design boss for years, and the way he gave Holden a sense of style is to be commended. However, as all bosses must do, he must defend things that were started by other GM staffers. (I remember well when Ian Callum of Jaguar had to talk up the X-type and the last Geoff Lawson-designed XJ, knowing that he liked neither.)
   Here’s Mike talking about the Daewoo Lacetti Premiere, and it’s the first time I have ever heard anyone call a Daewoo ‘aspirational’. It is, of course, sold in most countries as the Chevrolet Cruze—a name once given to a rebodied Suzuki Wagon R—and Down Under as the Holden Cruze.
   It’s much smarter than the outgoing Lacetti and chief designer Taewan Kim has done an amazing job on how sharp this car looks, but I’m still not sure if ‘aspirational’ is a tag that can be applied to anything bearing Daewoo or Chevrolet badges. It’s just a market positioning thing. If I had to buy anything on this platform, make it the Opel Astra J.


You may also like
Categories
branding / design / living / Los Angeles / Lucire / media / TV
Filed by Jack Yan

4 thoughts on ‘Mike Simcoe on an ‘aspirational’ Daewoo

  1. Pingback: Jack Yan 甄爵恩
  2. Pingback: Jack Yan 甄爵恩
  3. Pingback: Lucire

Leave a Reply

Your email address will not be published. Required fields are marked *