Challenge:
A leading Chinese OEM was ready to expand its operations in Germany but faced significant hurdles in terms of brand perception. Despite offering innovative vehicles, the manufacturer struggled with a negative perception of Chinese-made products, which many German consumers associated with lower quality. Additionally, the company had minimal brand recognition, which posed a challenge in a market that heavily favoured established European brands.
Objective:
The manufacturer sought a comprehensive strategy to change perceptions, enhance its brand image, and gain a foothold in Germany’s highly competitive automotive market. The goal was to build brand recognition, communicate technological advantages, and ultimately shift the narrative surrounding the brand.
Approach:
To address these issues, automodicted developed a multifaceted communication strategy, focusing on both traditional and digital channels. The consultancy first conducted in-depth market research to identify key drivers of brand perception and customer sentiment. Insights from this research revealed that while German consumers were sceptical about the quality of Chinese products, they were also highly interested in technology and innovation.
Based on these findings, automodicted recommended a two-pronged approach: emphasising the technological advancements in the company’s vehicles, particularly in areas such as electric mobility and autonomous driving features, and leveraging local influencers to build credibility.
automodicted helped the manufacturer partner with influential figures in the German automotive space who could authentically speak to the company’s technological edge. Additionally, targeted marketing campaigns were launched to showcase the performance, reliability, and environmental benefits of the vehicles. Public relations efforts also focused on transparency, highlighting the company’s commitment to quality control and sustainability.
Outcome:
Over the course of the first year, the brand’s recognition in Germany rose substantially. Consumer surveys indicated a significant shift in perception, with many respondents acknowledging the technological superiority of the vehicles. Customer satisfaction ratings improved, particularly among younger buyers who were more open to new and innovative brands.
automodicted’s communication strategy helped to position the company as a forward-thinking, environmentally responsible brand, successfully overcoming the initial barriers of skepticism and low brand awareness.
