International Automobile giant’s slim and the expansion of own emblems
Beijing Xinhua April 19 opening of the Shanghai International Auto Show, a brand is thought-provoking: the face of rare international financial crisis, General Motors, Ford and other international auto giants to sell the brand in the busy downsizing, and Geely, Chery and other independent brands the brand’s rapid expansion in.
Prior to this, GM bosses said the Hummer emblem is negotiating with promise purchasers, as asserted by U.S. newspapers accounts, in alignment to decrease charges in alignment to obtain government aid borrowings, General Motors Corp. is revising if to deal its Saab, Pontiac and Saturn brand. Ford is in economic turmoil will be thriving before the appearance of Land Rover, Jaguar traded to Tata of India was a gigantic allowance of precious cash. In supplement, Ford demonstrated that they had with several promise bidders on the sale of its Volvo emblem vehicles to perform in-depth discussions to start. In supplement, the reporter furthermore wise that some luxury emblems are engaged for the constructor of the brand’s decrease to find buyers.
In contrast, the rapid expansion of their own brands. Shanghai Auto Show Geely at this alone should show the Global Hawk, Imperial, Shanghai, the three major brands of England, and the Chery brand to be unveiled there are micro-car brand Kairui, passenger car brand Chery, in high-end cars ruilin brand and business car brands, such as Wei-lun. In addition, Lifan, Pentium, Roewe, MG, such as own brand products are increasingly complex code sequence. For example, there are 320,520,620 Lifan, FAW Benteng have B70, B50, there are 550,750 Roewe Roewe concept cars and N1, MG has MG6, MG7, MG3SW, MGTF, etc.. Brand new, brand new car standard, the new product, code-named series, let alone to see this on the show’s general audience is a test of professional automotive journalists and some dizzying taste.
Journalists believe that the current treatment of its own brand of high-speed expansion from a look at two aspects. One is the independent brands with a century of international auto brands as compared to a small calf, in the brand development process, often have experience from the first series of a single brand to brand and product expansion phase sequence.
To Lifan, the first on a Lifan 520, then continuation of “a number of +20″ the title, and step-by-step with 620,320. Yin Mingshan, head individual of Lifan Group has presented humorously notified reporters: “It has been Lifan 320,520,620, a famous person inquired me, this calling procedure you can only have a total of nine titles, how to do after 920? Recently by the G20 source of inspiration, I abruptly glimpse the lightweight, rapidly listed ‘+20′ letters. the future may be called A20, B20, etc.. ”
From another issue of outlook, its own emblem of “two locations at one time inflation” is the early start of its goods from low-cost low-quality emblem likeness of the inescapable choice. To Chery for demonstration, and scale up output, and furthermore a certain improvement method, but the regulations of the market emblem likeness by imprisonment of 10 million variety, when the alternative of emblem expansion, re-shaping the likeness is not tough to understand.
It is worth noting that the brand must not own the expansion of the brand as a simple, no matter the risk. From GM, Ford and other auto giants to see examples, whether the acquisition of brand or brand, its brand if they can not form a cohesive force between, as well as Hyundai Motor platform strategy to rely on common core components to reduce costs, it will become cumbersome and stronger .
Especially in high-end emblems to the method of transition, the most very easy to overlook the value of service and status enhancing the synchronization. The market is merciless, do not you wearing a vest of high-end buyers will get identified, manufacturers need to enhance the emblem likeness, enhance the value of after-sales service, trading, pay a gigantic mesh improvement investments. To the achievement of emblem integrity, emblem status and emblem DNA, to aim the next ten years, two decades years and even impersonated layout. Ignore these, the fast expansion of the emblem will not conceive long-term vitality of the “Expanded brand” their own emblems to draw courses from this car.
Journalists possess toured within Germany, Mercedes-Benz, BMW, Audi and else prominent brand of the museum, which predetermined the course of a century brand brief one. A certain point of look, it is a century long history of car and classic “show.” These prominent car within the procedure of brand industry, cars spotted, also named Gradient Series; the equivalent brand of it is content and technical design of the DNA, and that is the brand energies for centuries.
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