SGM counts on Buick for economy roll-out

<p>SHANGHAI: General Motors has chosen to ride on Buick's success in </p><p>China, opting to launch its under 1.6 litre economy sedan as a Buick </p><p>instead of the lesser-known Chevrolet brand. </p><p><BR><BR> </p><p>Market observers say the direction is significant as it will allow GM's </p><p>Shanghai General Motors (SGM) joint-venture to capitalise on Buick's </p><p>mainland success of the past three years to help the car maker expand </p><p>its reach beyond the traditional car customer base of the government and </p><p>corporate sectors. </p><p><BR><BR> </p><p>The Chevrolet brand is manufactured by a different joint-venture, the </p><p>Shenyang-based Jinbei GM, and is still an unknown name in China, with </p><p>the first Chevrolet rollout only due at mid-year. </p><p><BR><BR> </p><p>BGX managing/creative director Simon Siu said: "Research showed that </p><p>Buick is seen as a premier brand in China. That is why SGM has chosen to </p><p>use Buick as the core brand for the small car." </p><p><BR><BR> </p><p>Siu said the market for economy vehicles in the 100,000 Rmb price range </p><p>offered huge potential as growing affluence is allowing individuals to </p><p>own their own cars. </p><p><BR><BR> </p><p>BGX, the integrated branding and design subsidiary of SGM's advertising </p><p>agency Bates, produced a glossy catalogue for distribution next month, </p><p>ahead of the mid-year roll-out of Buick's Sail model. </p><p><BR><BR> </p><p>Barry Leung, national managing director for Bates, which will handle the </p><p>launch campaign, said the economy Buick will launch in a fairly open </p><p>field since competitors like Volkswagen and Toyota are only introducing </p><p>their models next year. "Unlike the executive sedan, we will need to </p><p>speak more to consumers for the Buick Sail so it may not be a </p><p>traditional advertising approach although advertising will be part of </p><p>it," he said. </p><p><BR><BR> </p><p>SGM is positioning the Sail as "My first Buick" to share with family and </p><p>friends. This platform was deemed the most appropriate of the four </p><p>variations of this positioning, which its inhouse research unit tested </p><p>on the market. </p><p><BR><BR> </p><p>With direct consumer communications being a priority, SGM invested </p><p>heavily in the brochure, commissioning a top car photographer, Mark </p><p>Preston, and US' car prep company, Focus On Car, for the pictorial. In </p><p>China's emerging car market, Siu said the brochure serves as a "vital </p><p>marketing tool" since local customers require far more information than </p><p>is needed in more developed markets. </p><p><BR><BR> </p>