From Venus To Everus: Foreign Makers Create Fake Chinese Brands
Japanese makers are jumping on the Made for China (or possibly Made for Export from China) trend that was started by GM with the Bao Jun.
Both Nissan and Honda are showing (allegedly) Made for China brands at the Guangzhou Auto Show.
Nissan’s joint venture with Dongfeng shows a concept car for its Venucia brand, or “Qi Chen” in Chinese.
Honda’s Chinese joint venture, Guangqi Honda, displays a protoytype under the new Li Nian (Everus in English) brand for the Chinese market.
“While these models are to be manufactured at the plants of the joint ventures, they do not carry the names of the Japanese makers,” notes The Nikkei [sub].
Speaking of names, the Qi Chen and the Li Nian also carry their non-Chinese brand names, which are (see below) carefully chosen. Another indicator that these cars are also intended for the export market, just like the Bao Jun?
According to the Nikkei, Toyota “is paying close attention to the new local brands.” Top brass at Toyota’s joint venture with FAW sent its troops to Guangzhou with marching orders “to take a close look at these proprietary brands.”
According to The Nikkei, Toyota showed a lower cost model to Chinese government officials at the opening ceremony for the new FAW-Toyota research center in Tianjin on July 5. I bet it looked something like this.
As far as Chinese branding goes, the Japanese are quick to adapt from the restrained and low key Japanese style to the more flowery and effusive Chinese speak. Quote from the Venucia press release.
“The brand name, “VENUCIA,” is derived from the Roman “Venus.” The five stars of the brand logo represent the company’s five brand promises. VENUCIA aims to respect customers, create value, do the best, achieve world-class quality, and seek the dream.”
Bertel Schmitt comes back to journalism after taking a 35 year break in advertising and marketing. He ran and owned advertising agencies in Duesseldorf, Germany, and New York City. Volkswagen A.G. was Bertel's most important corporate account. Schmitt's advertising and marketing career touched many corners of the industry with a special focus on automotive products and services. Since 2004, he lives in Japan and China with his wife <a href="http://www.tomokoandbertel.com"> Tomoko </a>. Bertel Schmitt is a founding board member of the <a href="http://www.offshoresuperseries.com"> Offshore Super Series </a>, an American offshore powerboat racing organization. He is co-owner of the racing team Typhoon.
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I stand corrected, although Honda called the concept version of the S1 the Everus, so it's sort of understandable, I suppose.
Ah, I stand corrected, although Honda called the concept version of the S1 the Everus, so it's sort of understandable, I suppose.