Being a western brand in China is now no longer a licence for success
Piece by piece, western brands have seen their perceived advantages over Chinese car companies eroded. As was evident at the recent Beijing motor show, several Chinese car companies are now there or thereabouts with quality cars with international appeal yet that key issue of the quality and appeal of the brands and branding is very much a live argument.
One of Geely’s new brands is Zeekr, which has been making cars for less than three years but plans to double sales to almost 250,000 units this year on its 2023 performance. Geely design director Stefan Sielaff - formerly of brands including Volkswagen, Audi and Bentley - oversees Zeekr design and described the process of creating a new brand. “In the beginning, you define the brand, the brand philosophy, the corporate identity, the birthmark, the visual identity.
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