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