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Despite its flagging fortunes at home, General Motors doubled its sales in China during the third quarter of 2009, compared with the same period in 2008 (Stoll 2009). Although GM may be associated with government bailouts and failure in the U.S., in China GM has been able to successful craft an attractive and affluent image for China's emerging financial elite. Significantly, when GM was forced to sell off its 'uber-luxury' brand, the massive Hummer, a Chinese firm was the first to 'bite.'
Marketing in China, GM's example suggests, requires a two-pronged strategy. To the affluent, the attractiveness of a foreign vehicle that can give the driver the luxury experience he or she has long desired but never possessed will be compelling. Driving a foreign vehicle connotes wealth and prosperity. To the rural population, who may desire more moderately-priced vehicles, the ideal of affluence, convenience, and affordable luxury can be the target strategy of the marketing campaign. Smaller vehicles must be touted to this population, and a savvy marketer can learn from Toyota's example. In contrast to GM: "Toyota's China sales have suffered this year after a failure to anticipate...
The emerging Chinese middle-class is shifting its lifestyle habits to accommodate fast food, shopping for pleasure, and other Western pleasures in a nation that has long been focused on savings. The ideal strategy would be to tout a small or mid-sized car that is branded as distinctly American in its attitude and projection of affluence, without pricing the vehicle beyond the consumer's comfort zone. This could give an automotive company a clear edge in this exciting global marketing frontier.
Works Cited
Bradsher, Keith. "China's economy takes a sharp domestic turn." June 12, 2009. The New York
Times. November 21, 2009.
http://www.nytimes.com/2009/06/12/business/global/12yuan.html
Stoll, John. "GM turnaround strategy gets lift in China." The Wall Street Journal. November 15, 2009. November 21, 2009.
http://online.wsj.com/article/SB10001424052748704538404574537600105724632.html
Works Cited
Bradsher, Keith. "China's economy takes a sharp domestic turn." June 12, 2009. The New York
Times. November 21, 2009.
http://www.nytimes.com/2009/06/12/business/global/12yuan.html
Stoll, John. "GM turnaround strategy gets lift in China." The Wall Street Journal. November 15, 2009. November 21, 2009.
http://online.wsj.com/article/SB10001424052748704538404574537600105724632.html
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