Build Your Dreams: New Energy Cars for the World--BYD Auto Co. Ltd Approach for Branding Chinese Cars Globally

Waldemar A. Pförtsch. (Participant Author), Fang Han (Participant Author), Jeffrey Mock (Participant Author)

科研成果: 其它稿件案例

摘要

As the second leading independent car manufacturer in China, BYD (Build Your Dreams) aimed to become a recognized global automotive manufacturer by 2025. Having first entered the battery market in 1995 and the mobile phone components market in 2000, BYD entered automotive manufacturing by purchasing the Qinchuan Auto Company in 2002. Though it was a latecomer, BYD went on to lead the “green” initiative in the automotive industry capitalizing on BYD’s greatest strengths in R&D and process improvement it developed in the first two successful divisions. Henry Li, the head of the Auto Export Trade Division at BYD, was convinced that the combination of these assets could help BYD to provide the world with environmentally friendly cars. At the same time, he had the challenge of convincing international customers that this technology coming from China was a cheap and innovative way to bring the automotive world into a greener future.
源语言英语
页数22
出版状态已出版 - 1 1月 2010

案例编号

MKT-14-084

案例规范编号

MKT-14-084-CE

案例类型

Library

更新日期

2016-06-23

来源

China Europe International Business School

关键词

  • Brand building
  • Build Your Dream(BYD)
  • Global Market
  • Market Penetration
  • New Energy Cars

案例学科表

  • 市场营销

案例行业表

  • 制造

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