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Originally posted by schreiber at 2007-9-3 08:54
First, I have to laugh: there is no such thing as "strong competition" from NA car makers (perhaps excluding a revived Chrysler) because they are low quality, low ingenuity c ...
I'd agree with you that nth American cars aren't too flash, but your country has a brilliant marketing industry which compensates for technical deficiecies of the cars. For cars, image is extremely important as it is more of the image of the car, rather than what is under the bonnet, that really matters to consumers. (In Australia, Holden and Ford have strong customer loyalty, but compared to the Japanese and German brands they really are garbage.)
I think China will always struggle to build strong brands internationally because they don't have a strong communications industry that helps brands to grow. (It is one of the side effects of having too much state control of the media.)
Admitedly, when marketing internationally, Chinese business leaders can just hire foreign experts and use foreign media. However, if the Chinese business leaders have not grown up in an environment with strong communication theory, they may have some trouble communication with these marketing leaders and therefore not make good decisions.
Consequently, I can see the Chinese cars being popular in China because they are Chinese. Internationally; however, I don't see the Chinese brands competiting with the Japanese, Germans, Koreans or Americans while Chinese patrioticism remains the car's selling point.