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Ford Explains: How To Sell Cars In China
The world's largest automakers are hugely dependent on China. More than a quarter of GM's and Volkswagen's global sales are coming from China. With Europe's market predicted to be flat or negative, and with only modest growth expected for the U.S., automakers are looking to the BRIC countries for long-term growth. Currently, the growth in China has more or less stopped. Are automakers betting on the wrong horse?
At the same time, the marketing of cars in China is badly understood, sometimes even in the companies themselves. If you are interested in these matters (and you might not be), then we recommend this rather lengthy interview with Nigel Harris, Ford's VP of China Distribution Operations.
Once you get through the requisite verbiage of how well Ford trains its dealers and mechanics, you will find interesting insights. The use of traditional media, of the internet, of social networks and even product placement is discussed. In the end, you might feel that us and China are closer than we think – at least when it comes to selling cars.
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Ford Explains: How To Sell Cars In China
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