GM's Alphaeon Brand

In 2010, GM was out of bankruptcy and had/was dispensing with Hummer, Pontiac, Saab and Saturn brands. Rationalisation is normal after financial problems so after this culling spree a new brand wasn't expected. At this time, GM wanted a large saloon car for Korea and the only suitable option was the Buick LaCrosse. It was the second generation of the model that had just been released. 

With the Daewoo brand name not deemed suitable, it needed one to set it apart as something a bit special. Introducing the Buick marque wasn't what GM wanted to do so they decided on a new brand altogether and Alphaeon marque was born. Either way, GM was still having to introduce a new brand in Korea so I don't understand the thinking there. 

It was a one model marque and was produced at a Daewoo plant in Korea, sold through Daewoo dealerships. There was a problem getting enough parts to make them but what they made they sold. During Alphaeon's run in Korea, the Daewoo brand was replaced by Chevrolet and the Alphaeon (Buick LaCrosse) model was replaced by the Chevrolet Impala and the new car went under that name. 

The Alphaeon marque was therefore retired and its brief existence was over. Was it a success? They sold what was made and better supply would have enhanced the sales figures (see the chart to the right) but maybe not by that much. 

In hindsight, Alphaeon was a stopgap measure but I'm sure that wasn't the plan back in 2010. It's easy to comment with the benefit of time but it comes across to me as muddled thinking by GM. 'Nothing ventured, nothing gained' could be GM's reposte.