Launching a new car model in China involves several key steps that car companies must follow to successfully introduce their new product to consumers. From unveiling the brand to officially launching the model and delivering it to customers, each step plays a crucial role in the overall marketing strategy.
The first step for a car company is to unveil a new brand, which involves making the name and concept of the brand public for the first time. This may be done through a launch event or social media announcement, allowing the brand to gain visibility and generate interest among consumers. Once the brand is unveiled, the next step is to launch the new car model under that brand.
The launch of a new model typically involves a longer process than launching a brand, starting with the unveiling of the model itself. This can take place at a special event or through social media platforms, where limited information about the model is provided without pricing details. This step, known as “unveiling” in Chinese, is crucial in generating excitement and anticipation for the new model.
Following the unveiling, some car companies may start pre-sales of the new model, highlighting its features and pricing to attract potential buyers. The pre-sales event is an important marketing point and may include announcements of pricing for different variants or price ranges. This step, known as “start of pre-sales” in Chinese, helps generate early interest and gauge market demand for the new model.
The official launch of the new model typically takes place a few months after pre-sales begin, allowing car companies to gather feedback and optimize the product details before its official release. At the launch event, details about the vehicle, pricing, and purchase benefits are announced, with the price usually slightly lower than the pre-sales price. This step, known as “official launch” in Chinese, marks the model’s entry into the market.
Once the model is officially launched, car companies must arrange for deliveries to customers. Many EV makers in China follow a build-to-order and direct sales model, requiring them to produce customized vehicles before arranging deliveries. However, as competition intensifies, fast delivery after the launch of a new model is becoming more common, with some companies producing non-customized vehicles in advance to streamline the delivery process.
Overall, the process of launching a new car model in China involves multiple steps, each essential in building anticipation, generating interest, and ultimately delivering the product to customers. By following these steps and adapting to market trends, car companies can successfully introduce their new models to Chinese consumers and compete in the competitive automotive industry.
