GM Invests More Into Fake Chinese Brand
GM added more capacity to its Chinese Baojun brand by opening a factory in Liuzhou, southern China. Plant and brand are part of the SAIC GM Wuling joint venture, where GM holds 44 percent, SAIC 50 percent, with 6 percent held by Wuling.
Baojun started with the Baojun 630, a compact sedan based on an older Buick Excelle/Daewoo Lancetti platform, later the Le Chi was added, a rebadged Chevrolet Spark. By 2015, Baojun wants to have a total of five models, Reuters says.
Baojun is one of China’s joint venture brands, which we at TTAC like to call “fake Chinese brands.”
The joint venture brands saw mixed success. Much to the chagrin of Chinese planners, the foreigners only handed outdated technology down to the joint venture brands. The Baojun brand saw sales as high as 9000 in January, in September, it was down to 6,000 units. Nissan’s Venucia brand likewise saw encouraging sales initially, which soon petered off.
On Matt Gasnier’s list of best-selling cars in China, the Baojun 630 ranked 46th in October 2012.
Brands with a Chinese identity sound like a good idea to protect against the sudden ill will against Japanese products, but it did not work out that way: Sales of Nissan’s Venucia brand more than halved from August to September, while sales of Baojuns rose from some 4,000 in August to over 6,000 in September: Chinese car buyers are not stupid, and are well-informed Internet users. They know exactly that a Venucia is a last generation Nissan Tiida.
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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