Looking Upward: Change of HAVAL SUV’s Overseas Strategy
When export volume of China's automobile is rising unceasingly, the export quality is also undergoing a change silently.
When export volume of China's automobile is rising unceasingly, the export quality is also undergoing a change silently. Exporting to the high-end market has become the best channel to demonstrate the power of China's automobiles in the international market. HAVAL, China’s SUV leader, has made a breakthrough, and has gradually kept its legs in the first-tier international automobile markets such as Europe and Australia.
In April, the sales volume of HAVAL SUV exceeded 550,000, and this result is owing to the trust of domestic consumers as well as the support of overseas customers. Statics show that, in 2010, there are in total 25,000 units of Haval SUV was exported with a YoY increase of 432%, the export value exceeded USD 200 million, reaching over 120 countries and regions including the markets in the Middle-East, Africa and South America as well as the developed markets in Australia and Italy. Today, in the present article we will lead you to visit Australia and Italy to see how the HAVAL SUV automobiles of a independent brand are warmly welcomed in overseas markets.
The first station: Australia
As early as in July 2009, HAVAL SUV has passed the strict ADR homologation in Australia and become the first Chinese brand sold in Australia.
In April 2010, HAVAL SUV obtained Australian A-Ncap 4-star crash standard, and its crash score was the same as those of Toyota RAV4, Hyundai Tucson and Nissan X-Trial. Within a short time, HAVAL SUV's sales volume exceeded those of Kia Sportage and Hyundai Tucson, becoming a famous SUV brand in Australia, and its average monthly sales volume exceeded 400. Only 18 months after HAVAL SUV's setting feet in Australia in March 2011, the Great Wall Motors sold in Sydney has witnessed its 10,000th customer, who chose HAVAL SUV.
The Second Station: Italy
In 2006, 500 sets of HAVAL were exported to Italy in a batch, and this was the first time that China's automobiles were sold to the first-tier international automobile market in a batch. Italy has become a Promised Land for HAVAL SUV, and in 2010, 2,000 HAVAL H5 European-style Version were exported to Europe Union in a batch, which became a classic case of exporting to the highest level target market with the biggest volume, and this was a powerful proof that the Great Wall Motors has taken a firm stand in the high-end market.
In Italy, where the automobile R & D and manufacturing are very developed, HAVAL SUV's achievement is very attention-getting, and its success has become a model for the overseas export of China's automobiles. At the present, HAVAL SUV has become one of the famous SUV brands in Italy, and has received more and more customers' recognition and acknowledgment.
Now the Italian Serie A 2010 - 2011 is still under way, and the Great Wall Motors, as an official sponsor of Brescia, has made its electronic advertising board, brand logo and physical automobiles frequently appearing in all the competition fields of the home matches, background boards of news release conferences and its official website and other platforms. The products of the Great Wall Motors including HAVAL have received more friends through the football match and greatly enhanced the Great Wall Motors' brand recognition in Europe and even in the whole international market.
The success of HAVAL SUV in Australia and Italia has a great significance, not only because it has pointed a direction for HAVAL SUV's future development in overseas market but also laid a foundation. Just as the quality-oriented marketing strategy of HAVAL SUV shows, the strategy of marching toward the high-end market has become the only way for HAVAL SUV to become bigger, stronger and better.