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GM’s Baojun Brand Rolls Out in China

Posted by Mark J. Miller on August 9, 2011 12:00 PM

General Motors, already the “biggest overseas automaker in China,” launched a new brand Tuesday today designed to appeal to Chinese consumers — Baojun.

GM has had success with sales in China with its Buick and Chevrolet autos. Now, the introduction of the Baojun brand, with a slogan that translates in English to "Trustworthy Companion" across China with a "launch tour," Reuters reports, will provide direct competition for “indigenous players, such as Geely Automobile Holdings, which now dominates smaller cities and townships with affordable models.”Continue reading...

brand news

In the News: AOL, Comcast, GM & more

Posted by Chana Mayefsky on August 9, 2011 09:00 AM

In the News

AOL reports earnings, says brand has taken a "meaningful" step forward.

Budweiser tops beer advertising effectiveness ranking.

Channel 4 tests interactive advertising.

Comcast and DirecTV spat continues.

Disney theme parks concerns investors.

Facebook and Twitter users rally to clean up U.K. riots.

Fred Perry to release Amy Winehouse's final designs early.Continue reading...


GM Detroit Distances Itself From GM China's Role in Communist Party Ode

Posted by Dale Buss on May 19, 2011 12:00 PM

China has become a crucial growth market to General Motors, and its sales there are skyrocketing. But the company’s increasing dependence on the still-Communist-ruled state for new sales can create some discomfiting moments. 

One of them will come on June 15, when a new “documentary” whose English title translates to The Birth of a Party, will premiere in China – with sponsorship by GM China, which is GM’s Shanghai-based automotive joint venture.

China may have become a bare-knuckled  capitalist giant, but the Communist Party in charge believed it was time to produce a propaganda film celebrating the 90th anniversary of the nation’s rebirth as a socialist political entity.

Now, it’s one thing for GM to have accepted a bailout from the U.S. government. But it’s quite another thing to put its significant brand imprimatur in any way on the glorious revolution that yielded, among other things, the atrocities of the Chinese Cultural Revolution.Continue reading...

brand news

In the News: BP, HP, J. Crew and more

Posted by Shirley Brady on November 23, 2010 09:00 AM

In the News

Apple announces Black Friday sale.

BP's $2 billion Gulf compensation fund fails to quell critics.

Citi launches "financial capability" site to educate consumers.

Coty is buying Philosophy, one of of Oprah's "Ultimate Favorite Things" brands.

Disney's video games chief steps down.

Gawker forced to remove Sarah Palin book excerpts.

GM plans 100-dealer network for Baojun in China.Continue reading...

brand news

In the News: Conan, Delta, Fox and more

Posted by Dale Buss on November 22, 2010 09:00 AM

In the News

Allstate targets college-football road-trippers online.

Boston Market upgrades image.

Conan ratings level off but stay solid.

Dell refocuses brand, stops chasing Apple.

Delta flights suffer mishaps over weekend.

Fox moves American Idol to Wednesday-Thursday slots.

Gap launches in Italy.

GE and IBM lead green social-media efforts.

GM unveils Baojun brand in China.Continue reading...

Is China Overdosing on Brands?

Posted by Barry Silverstein on August 25, 2010 10:00 AM

Brandchannel readers have seen China mentioned numerous times of late. The reason: China's robust economy hasn't slowed. Even in the face of a global recession, retail sales grew more than 15% in 2009, according to official Chinese statistics. Consumers in what is now the world's second biggest economy are hungry for quality goods, and that makes the Asian giant a hotbed of brand activity.

Just in the last month, we've reported on Levi's new brand in China (dENiZEN), Merck's joint venture to market vaccines in China, Pabst beer's upmarket offering in China, GM's new Chinese car brand (Baojun), the launch of a new Hermes brand (Shang Xia), and Burberry's Chinese growth strategy.

With all of this activity, you have to wonder whether Chinese consumers are becoming, well, a little jaded. Indeed, the UK's Telegraph reports that, despite the frenetic retail activity, "the underlying hard data shows that margins are being increasingly squeezed by rising costs and intensified competition."

Of even greater concern, perhaps, is the fact that "shoppers are simply no longer wowed by any new launch."Continue reading...

brand revival

Saab Rebirth Anything But Easy

Posted by Barry Silverstein on July 28, 2010 01:00 PM

When GM announced it would first sell and then discontinue Saab, it was just another moniker like Hummer, Pontiac, and Saturn that was to be tossed onto the brand scrap heap. But somehow, Saab survived where the others didn't. The brand is now staging a comeback, but is it too little, too late?Continue reading...

start your engines

GM Debuts "Treasured Horse" Brand in China

Posted by Barry Silverstein on July 21, 2010 12:30 PM

You remember GM, don't you? The U.S. automaker that declared bankruptcy and killed off beloved brands like Pontiac and breakthrough brands like Saturn in America?

Well today GM is a very different company — and it seems to be pinning its hopes for growth in markets other than the United States.

GM, in a joint venture with Chinese partners SAIC and Wuling Motors, has announced the launch of a new Chinese car brand, Baojun (the Chinese word for "treasured horse"). We're sensing a trend here — GM's move also follows Hermès' announcement that it's launching a distinct brand, called Shang Xia, for China.Continue reading...

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