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

Beijing Xinhua April 19 gate of the Shanghai International Auto Show, a brand is thought-provoking: the face of rare international financial crisis, General Motors, Ford and else international auto giants towards sell the brand within the bustling downsizing, and Geely, Chery and else independent brands the brand’s rapid growth in.

Prior towards this, GM executives remarked the Hummer brand is negotiating with prospect buyers, according towards U.S. media reports, within order towards dampen prices within order towards obtain government assistance loans, General Motors Corp. is contemplating whether towards sell its Saab, Pontiac and Saturn brand. Ford is within financial turmoil shall succeed ahead of the arrival of Land Rover, Jaguar sold towards Tata of India was a huge size of precious cash. In contribution, Ford indicated that they had with a number of prospect bidders onto the sale of its Volvo brand cars towards behave in-depth deals towards start. In contribution, the reporter also knowledgeable that a number of luxury brands are bustling for the manufacturer of the brand’s loss towards encounter buyers.

In compare, the fast expansion of their own brands. Shanghai Auto Show Geely at this solely should display the Global Hawk, Imperial, Shanghai, the three foremost emblems of England, and the Chery emblem to be revealed there are micro-car emblem Kairui, traveller vehicle emblem Chery, in high-end vehicles ruilin emblem and enterprise vehicle emblems, for example Wei-lun. In supplement, Lifan, Pentium, Roewe, MG, for example own emblem goods are progressively convoluted cipher sequence. For demonstration, there are 320,520,620 Lifan, FAW Benteng have B70, B50, there are 550,750 Roewe Roewe notion vehicles and N1, MG has MG6, MG7, MG3SW, MGTF, etc.. Brand new, emblem new vehicle benchmark, the new merchandise, code-named sequence, let solely to glimpse this on the show’s general assembly is a check of expert automotive reporters and some dizzying taste.

Journalists believe that the current treatment of its own brand of high-speed expansion from a look at two aspects. One is the independent brands with a century of international auto brands as compared to a small calf, in the brand development process, often have experience from the first series of a single brand to brand and product expansion phase sequence.

To Lifan, the former onto a Lifan 520, otherwise continuation of “a number of +20″ the name, and gradually with 620,320. Yin Mingshan, chiefs of Lifan Group has introduced humorously told reporters: “It has been Lifan 320,520,620, somebody asked me, this naming mechanism you can alone possess a gross of nine names, how towards do as soon as 920? Recently via the G20 cause of inspiration, I suddenly see the light, hastily listed ‘+20′ letters. the future may be branded 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 in high-end brands to the process of transition, the most easy to overlook the quality of service and reputation enhancing the synchronization. The market is merciless, do not you wearing a vest of high-end consumers will get recognized, manufacturers need to enhance the brand image, enhance the quality of after-sales service, marketing, pay a huge network upgrade investments. To the success of brand integrity, brand reputation and brand DNA, to focus the next decade, two decades years and even posed layout. Ignore these, the rapid expansion of the brand will not create long-term vitality of the “Expanded brand” their own brands to draw lessons from this car.

Journalists have visited in Germany, Mercedes-Benz, BMW, Audi and other well-known brand of the museum, which set the course of a century brand condensed one. A certain point of view, it is a century long history of car and classic “show.” These well-known car in the process of brand development, cars marked, also named Gradient Series; the same brand of it is content and technical design of the DNA, and that is the brand vitality for centuries.