Creating a new (Chinese) car brand


An established Chinese automotive group wanted to create a new brand for the Chinese market, but one which had an import brand level of ‘premium-ness’

Research and Outputs:

Interviews with customers in Europe and China, and with auto and non-auto experts, analysis of different consumer market need states and the way other (auto and non-auto) brands satisfy these
A series of recommendations for the foundation of a new brand: its brand identity, core marketing approach, product portfolio, and associated costs and timelines