Han Dehong, senior sales manager at SGMW, said the venture had been exploring a makeover of the Baojun brand since 2014 in tandem with a wide-ranging overhaul of its r&d, supply chain and distribution system.
“Younger groups have become the main force of consumer spending in our society and we need to respond to this new younger wave with brand upgrades and revamped models,” he said.
Compared to 10 years ago when there few models in the mid-market price range, competition has become fierce. Popular models include Toyota Motor Corp.’s Corolla and Volkswagen’s Lavida. VW’s newly launched Jetta brand, which like Baojun is a China-only brand, is expected to also be sold in the same range.
“Baojun will need a competitive edge,” said Yale Zhang, head of Shanghai-based consultancy Automotive Foresight, noting that Volkswagen is known for quality, Geely Autombile Holdings is known for design while Great Wall Motor vehicles offer roomy interiors.
To set itself apart, the…
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