Jin Bo
Mar 10, 2011

Dongfeng Yueda Kia calls digital pitch for new QB model

SHANGHAI – Dongfeng Yueda Kia Motors, a joint venture between Kia Motors and Chinese auto producers Dongfeng Motor and Jiangsu Yueda Group, has called a digital pitch in China earlier this week, according to industry sources.

DYK is a joint venture between Kia, Dongfeng and Yueda.
DYK is a joint venture between Kia, Dongfeng and Yueda.

At least three Chinese agencies are believed to have been invited to submit proposals, including the incumbent CIG.

The pitch is for the new QB model, which will be introduced to the Chinese market this summer. The estimated retail price for the family sedan targeting a younger generation of consumers in cities is under RMB100,000 (US$15, 000).

The work scope includes an online marketing platform, ad campaign, promotion, CRM and PRM strategies. The selected agency will also be providing online assistance for offline promotional events.

Last year, overall auto sales in China surged 32 per cent to a record 18.06 million, consolidating the country's position as the world's largest vehicle market for two consecutive years. This has encouraged automakers, including Kia, to seek further expansion.

According to a Bloomberg report released on Tuesday, DYK will invest about US$150 million on a research and development center to produce its own brand of cars. Sales are expected to double to RMB120 billion (US$18 billion) by 2015, up from RMB62.3 billion last year.

Campaign China

Related Articles

Just Published

1 hour ago

Creative Minds: Charlene Chua on architecture, ...

From once being suspended at school to traveling the world for inspiration, Charlene Chua's "fairytale start" as a creative has turned into a lifelong pursuit for growth, underscored by fantasy and passion.

2 hours ago

New SkillsFuture campaign encourages Singaporeans ...

Created in partnership with Fiftyfull, the timely film and adjacent assets shine a spotlight on the significance of overcoming learning barriers in a precarious economic climate, and giving yourself and your family a chance at a better future.

6 hours ago

Woes for Woolies: Woolworths CEO Brad Banducci ...

Australian supermarket Woolworths found itself in the midst of a reputational blitz this week, as CEO Brad Banducci walked out of a major Australian interview when pressed on unfair pricing tactics, then announced his retirement days after.

7 hours ago

TBWA Thailand appoints Wolf BKK co-founder as group CEO

Effective immediately, Phannika Vongsayan, an Ogilvy and Wolf BKK veteran, will work with the existing executive leadership to drive the transformation of TBWA Thailand.