BAIC off on bumpy ride in global push
Despite stiff challenges from renowned foreign brands, mainland carmaker is determined to make its presence felt in the global market through after-sales service
Travelling a bumpy road in bringing a young brand to the world stage, carmaker BAIC is seeking to strengthen after-sales service and expand sales channels through partnerships in its go-global push.
"Compared with competitors such as Japanese and South Korean carmakers that have more than 30 years' experience in the global market, China's brands are like primary school pupils," said Dong Haiyang, the president and chief executive of BAIC International Corp, set up by China's fifth-largest carmaker in June last year with the aim of boosting its presence overseas.
BAIC’s aim is to become a multinational carmaker
Dong said BAIC was still "groping in the dark" and faced fierce competition from dominant players in the global market while its marque was little-known.
BAIC bought technology from General Motors' Saab unit in 2009 in a deal that allowed it to launch Saab-based vehicles under the Senova brand.
"The quality and technology of our [Saab-based] vehicles are good," Dong said. "However, we do not have any brand advantage, so we have to strengthen our after-sales service to let customers remember us."
Dong said the company was targeting markets in Brazil, Russia, Indonesia, Mexico and South Africa, and was upbeat on growth potential in North Africa, the Middle East, Southeast Asia and South America's Andean nations.