TalentZoo.com |  Flack Me |  Digital Pivot |  Beneath the Brand Archives  |  Categories
GM Introduces a 'Treasured Horse' to China
By: Jeff Louis
Bookmark and Share Subscribe to the Beneath the Brand RSS Feed Share
Bao Jun LogoGeneral Motors Corp. recently announced the introduction of a new brand for the Chinese market: Bao Jun. It translates as "treasured horse" and falls under the U.S. automaker's joint venture with Shanghai Automotive Industry Corporation Group and Wuling (SGMW). 

GM entered the partnership in 2002 to market vehicles to China's growing population -- one of the fastest growing auto markets in the world. The U.S. automaker owns 34 percent of the joint venture, which has been China's top-selling brand for the past four years.  

The new brand positions itself as a low-cost manufacturer of dependable cars. According to GM, Bao Jun's first offering is a midsize sedan targeted to buyers who reside outside China's major cities, and the sedan will offer basic sound engineering and mechanical systems comparable to older American models. The safety and emission standards will use up-to-date technology.

“Baojun will complement our other brands sold in China including our fastest-growing mainstream nameplate, Chevrolet," said Kevin Wale, president and managing director of the GM China Group. "It will enable us to better address the increasingly segmented Chinese vehicle market."
Wuling_SedanThe price for the midsize Bao Jun is lower than GM's other in-country brands (Chevrolet, Buick, and Cadillac) and offers rural citizens a catered maintenance and upkeep schedule that allows fewer visits into major metropolitan areas.  

According to Bloomberg Businessweek, GM and their Chinese partners expect to sell at least two million cars in 2010, another positive venture for the partnership. 

SGMW sold more than one million cars in 2009, the first automaker to surpass the million mark in one year.


Bookmark and Share Subscribe to the Beneath the Brand RSS Feed Share
blog comments powered by Disqus
About the Author

Jeff Louis: Media Planner, Brand Project Manager, blogger, and aspiring writer. Please leave a comment or get in touch with Jeff on Twitter. As always, thank you for reading!

Beyond Madison Avenue on

Advertise on Beyond Madison Avenue
Return to Top