Great Wall Succeeds in China’s Auto Market With Starter SUV
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China is the world’s largest car market, and it’s dominated by foreign brands. But among local automakers, Great Wall Motors stands out for a business strategy that illustrates the old adage about keeping it simple.
Great Wall came onto the scene as automakers were churning out sedans, by far the most popular type of vehicle among Chinese consumers. But while some foreign companies sold SUVs, no one offered a low-cost SUV that fit the budget of many first-time buyers.
“As a latecomer to the market, it’s not about what you want to do, but what the competition will allow you to do,” said Simon Chuang, general manager of Ries & Ries & Chuang & Wong, China affiliate of Atlanta-based marketing strategy consultancy Ries & Ries. It began working with Great Wall in 2008.
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