Self-owned brands want to show strength rather than make fun

Compared with luxury brands and joint venture brands, this year's independent brands at the Guangzhou Auto Show are clearly low-key. Regardless of the scale of the booth, the number of new cars, or the line-up of the stars, the independent brands cannot compete with multinational car companies. There is a voice saying that at the International Auto Show and global car companies competing on the same stage, their own brands are just wasting their expressions. However, in fact, for self-owned brand with many years of transformation, the main purpose of participating in a large-scale auto show is not to make fun, and the only way to truly demonstrate its technical strength and determination to make breakthroughs is the key.

The self-owned brands started late and started at a low level. Early in the process, there were frequent problems with design and quality. Over the years, independent brands have participated in the auto show. Although the scale has been continuously expanded and new cars are intensively released, the effect is often not obvious. The independent high-end products that were once vigorously released are now still in an embarrassing position.

What is gratifying is that in recent years, the new round of high-end strategies of major auto makers have started one after another. Can independent brands break through the ceiling of brand value? From this year's Guangzhou Auto Show, the answer is yes. With the gradual accumulation of R&D strength, product quality, and technical talents, some independent brands are looking for ways to improve the core design content, such as styling design and quality craftsmanship, and try their best to get rid of the previous image.

From the published content of the exhibition, it can be seen that the independent brands are eager to break through the ceiling of prices and raise consumers' awareness of their own brand image and product quality to another level. For example, in the new model, Great Wall's high-end SUV model, the Haval H8, raises the price of its own-brand SUV to more than 200,000 yuan, and the overall quality of the model is comparable to that of some joint-venture SUV rivals. The Haval H8 is the only model on the booth. Great Wall Motor’s confidence and determination are evident.

In fact, through hard work, the quality of self-owned brand models has been greatly improved. According to the 2013 China New Car Quality Study SM (IQS) report released by JDPower, the average new car quality of self-owned brands is 155 PP100, which is a decrease of 57 PP100 year-on-year. This means that compared with previous years, autonomous models have significantly reduced the gap with international competitors. In the next step, the focus of self-owned brand's work is to enhance the brand image and break through the upward ceiling. The Guangzhou Auto Show is precisely the stage for its strength.

Therefore, self-owned brands can not always be seen on the auto show. The auto show is a platform for regional market promotion. Instead, it should boldly display its own strength and return to a rational, stable and difficult upward breakthrough.

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