China has been referred to as the “New Detroit,” and it is. Aside from attracting famous automobile manufacturers, it has recently attracted Fiat’s “futuristic concept” for a brand, and the concept is becoming a new trend in China’s automobile industry.
Fiat, began to sell its vehicles in the US market in 1908. It pulled out in 1983, but it will re-enter in 2012 as a joint venture, and it is expected to stay. The Italian company 'Gucci and part Fiat', have collaborated to create the “500 by Gucci”- a luxury vehicle which combines the two stylistic approaches.
Quality materials and simple, but yet refined elegance can go a long way, especially in a market that no longer wants to only produce conventional models.
As companies compete to brand new vehicles, each company searches for a new formula, a new way to combine stylistic approaches, while Fiat searches for new channels to promote its models. Aside from being promoted by a BMW commercial, which featured a porch that plays a nostalgia Fiat, Fiat promotes its new concept in its own commercial, and it is gaining public interest.
Fiat’s marketing strategy is simple, but yet effective. It aims at delivering a lot of information in a simple way. The simpler the strategy, the better, but how effective will it be if other automakers take on similar strategy partnering with Brands and Celebrities?
For instance, Land Rover and Victoria Beckham unveiled the exclusive new Range Rover Evoque Special Edition at the 2012 Beijing Automobile Show on April 22nd. Victoria Beckham, who was the winner of the Designer Brand of the Year award at the 2011 British Fashion Awards, collaborated with Land Rover Design and Gerry McGovern to create this luxury vehicle, which boasts custom, hand-finished details and a “His and Her” luggage set, among many other bespoke additions.
Will it affect the image of branding, or contribute to the greater Detroit 'China', for all the branding done in China?
Rumour has it, that Amsia Motors is working on some new models for the International market, which will be introduced exclusively without any Celebrity endorsement.
By Nour Saqqa.
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