SPONSORING THE FOLLOWING ‘THE ROUTE OF HSUAN TZANG’JIANGLING MOTOR DEEPLY PLOUGHED BRAND STRATEGY

2006.11.18

China is a potential and largest motor market. However, when facing most independent motor brands, the consumers still show not enough confidence. Surrounded by powerful and offensive international brands, some independent brands have begun to tackle the most difficult hurdle, which is building up brands with great effort, to earn consumers’ trust, favor and support. Jiangling Motor Group Co.’s Landwind Motor now has started the brand tour of journey-to-the-west type and deeply ploughed its brand strategy.

On November 18th , the travelers in the CCTV’s Following ‘ the route of Hsuan Tzang’, the large-scale cultural expedition activity, after more than 12,000 kilometers of driving, finally arrived at its destination ---the Indian Nalanda, and received the cordial reception of President Hu Jintao who was paying a state visit in India.

While paying attention to the experience of Following ‘the route of Hsuan Tzang’, people also realized that it was the self-branding Landwind motor that has achieved the more than 12,000 kilometers’ journey as the ‘White Dragon Horse’. Starting from Xi’an, 40 persons, within 40 days, had driven through 6 countries and more than 30 cities, and finally reached India. Landwind cars ensured no fault in more than 10,000 kilometers. In this highly concerned expedition activity, Landwind as well gained a chance to show the elegance of independent brand.

One of the team members, Vanke Group Chairman Wang Shi, was the first person who suggested choosing national brands to sponsor the Following ‘ the route of Hsuan Tzang’ activity, as his answer at that moment was ‘ it is carrying forward national spirit and is of great significance.’ He also advised to set up a maintenance group for problems. But driving Landwind cars all the way across the desert and Gobi, had leapt Wangshi’s understanding of the independent brand.

During this thousand- kilometers journey, Landwind cars ran through the desert and Gobi, and galloped on the dangerous plateau, as if launching a moving ‘cross-country car show’. When the car fleet passed though some cities of foreign countries, the onlookers would all point to the Landwind cars and ask: “So beautiful, the Japanese car? ”And at this moment, all the team members would shout loudly:“NO, this is a Chinese car!”

Having personally participated in the Following ‘the route of Hsuan Tzang’ activity, Jiangling Motor Group Co. chairman Wang Xigao decided to extend the brand effect from the activity. Recently, as he highly lifted up the symbol of cooperation, the key to one Landwind SUV, Wangshi became the Landwind Motor brand “Whatever roads all over the world, be under my way” spokesman of image. Mr. Wang is the only one Chinese business man who has succeeded in climbing to the peaks in all the seven continents. Related personages of Landwind motorsay suggested that, viewing from the angle of brand spreads and appeals, Wangshi’s success in business and challenging to self-limit, can perfectly match with Landwind’s “independent, self-confident, innovative and enterprising”brand connotation. At the same time, Wangshi’s image and personality also accurately reflect Landwind’s value of advocating freedom, quality, taste and tenacity.

In the year 2006 of following “the route of Hsuan Tzang”, Landwind has finished the transition of cars of comprehensive use manufacturer in aspects such as products, sales, etc. .Compared to counterparts, who turned out a prestigious institution and constantly put out new cars, Landwind in 2006 did not seem very sharp. But, Landwind had formed an unique development idea, that is “brand strategy priority, and brand structure beyond product structure” In 2007,with a clear brand idea and value orientation, Landwind motor will present in China’s motor market, with a more comprehensive product portfolio, brand image and marketing strategy.