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.

Source:
Campaign China

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