International Automobile giant’s thin and the growth of own brands

Beijing Xinhua April 19 unfastening of the Shanghai International Auto Show, a emblem is thought-provoking: the face of uncommon worldwide economic urgent position, General Motors, Ford and other worldwide auto monsters to deal the emblem in the engaged downsizing, and Geely, Chery and other unaligned emblems the brand’s fast expansion in.

Prior to this, GM executives said the Hummer brand is negotiating with potential buyers, according to U.S. media reports, in order to reduce costs in order to receive government assistance loans, General Motors Corp. is studying whether to sell its Saab, Pontiac and Saturn brand. Ford is in financial turmoil will be successful before the arrival of Land Rover, Jaguar sold to Tata of India was a huge amount of valuable cash. In addition, Ford indicated that they had with a number of potential bidders on the sale of its Volvo brand cars to conduct in-depth negotiations to start. In addition, the reporter also learned that some luxury brands are busy for the manufacturer of the brand’s loss to find buyers.

In contrast, the rapid growth of their own brands. Shanghai Auto Show Geely at this independently should appear the Global Hawk, Imperial, Shanghai, the three principal brands of England, and the Chery brand towards be unveiled there are micro-car brand Kairui, passenger car brand Chery, within high-end cars ruilin brand and corporation car brands, such as Wei-lun. In contribution, Lifan, Pentium, Roewe, MG, such as own brand products are increasingly elaborate code sequence. For example, there are 320,520,620 Lifan, FAW Benteng possess B70, B50, there are 550,750 Roewe Roewe notion cars and N1, MG has MG6, MG7, MG3SW, MGTF, etc.. Brand novel, brand novel car regular, the novel product, code-named series, lent independently towards see this onto the show’s general audience is a experiment of businesswoman automotive journalists and a number of dizzying taste.

Journalists suspect that the latest counseling of its own brand of fast growth from a glance at two aspects. One is the independent brands with a century of international auto brands as contrasted towards a low calf, within the brand industry procedure, often possess experience from the former series of a single brand towards brand and product growth chapter sequence.

To Lifan, the first on a Lifan 520, then continuation of “a number of +20″ the name, and gradually with 620,320. Yin Mingshan, chairman of Lifan Group has introduced humorously told reporters: “It has been Lifan 320,520,620, somebody asked me, this naming method you can only have a total of nine names, how to do after 920? Recently by the G20 source of inspiration, I suddenly see the light, quickly registered ‘+20′ letters. the future may be called A20, B20, etc.. ”

From another issue of outlook, its own emblem of “two locations at one time inflation” is the early start of its goods from low-cost low-quality emblem likeness of the inescapable choice. To Chery for demonstration, and scale up output, and furthermore a certain improvement method, but the regulations of the market emblem likeness by imprisonment of 10 million variety, when the alternative of emblem expansion, re-shaping the likeness is not tough to understand.

It is quality noticing that the brand ought not own the growth of the brand as a mere, none matter the risk. From GM, Ford and else auto giants towards see examples, whether the acquisition of brand or brand, its brand whether they can not form a cohesive drag between, as well as Hyundai Motor platform strategy towards rely onto ordinary core fractions towards dampen prices, it shall become awkward and stronger .

Especially within high-end brands towards the procedure of transition, the most easy towards condone the quality of service and popularity boosting the synchronization. The market is merciless, do not you wearing a vest of high-end consumers shall get recognized, manufacturers need towards boost the brand photo, boost the quality of after-sales service, selling, wage a huge network upgrade investments. To the success of brand integrity, brand popularity and brand DNA, towards focus the next decade, two decades years and even posed layout. Ignore these, the rapid growth of the brand shall not design long-term energies of the “Expanded brand” their own brands towards draw lessons from this car.

Journalists have travelled to in Germany, Mercedes-Benz, BMW, Audi and other well-known emblem of the repository, which set the course of a 100 years emblem condensed one. A certain issue of outlook, it is a 100 years long annals of vehicle and classic “show.” These well-known vehicle in the method of emblem development, vehicles assessed, furthermore entitled Gradient Series; the identical emblem of it is content and mechanical conceive of the DNA, and that is the emblem vitality for centuries.