Landwind Motor Hires Wangshi to Speak and Launches Brand New Strategy
---following Hsuan Tzang route, returning with subduing talisman for branding

2006.12.11

As Jiangling Motor Group Co. chairman Wang Xigao passed the “betrothal gift”–---a key to one Landwind SUV which have participated in following “the route of Hsuan Tzang” , over to one member of the expedition team, Vanke Group Chairman Wangshi, it is declared that this legendary celebrity of business and adventure, has become the Landwind Motor brand “ Whatever roads all over the world, be under my way”spokesman of brand-new image.

On the night party of “Landwind returning from Husan Tzang route in triumph” of December 9th, over 200 honored guests and all the expedition team members of following “the route of Hsuan Tzang”, witnessed the touching scene that the national business elites spoke for a national car band.

“Sponsoring ‘the route of Hsuan Tzang ’, the large-scale cultural exchange activity, not only attached Landwind Motor brand with Mr. Wangshi, but also helped Landwind Motor understand the responsibility on national independent brands more comprehensively and profoundly.” Chairman Wang Xigao, who had participated in the following “the route of Hsuan Tzang” activity, sincerely felt grateful to the organizing committee for this precious chance for Landwind to go out of the country and show the elegance of our own branding cars. The car fleet, all composed of Landwind cars for the “the route of Hsuan Tzang”, started from Xi’an, China, in the more than 12,000 kilometers’ journey, passing through six countries and more than 30 cities, and finally arrived at its destination, the same destination as Hsuan Tzang 1,000 years ago---the Indian Nalanda, on November 18th. During this journey, Landwind cars ran through the desert and Gobi, galloped on the dangerous plateau, experiencing extraordinary hardships with their excellently stable performance and manful and resolute appearance. Landwind cars vividly launched a moving “cross-country car show”, and made every participants took a great pride in China’s own independent motor brands as well.

Wang Shi whom used to be a soldier in motor troops has driven Landwind cars and crossed over mountains after mountains all the way, fully sighing with deep feeling: “The impressions on the domestic cars have still largely stayed in era of Liberation Brand. It has been a long time since I have really experienced the national brand motors. Knowing that we will drive our independent brand cars that far, I resolved in desperation at that time. Thinking about even with driving and maintenance, we should drive China's own cars to follow the route of Hsuan Tzang. However, during the whole journey, I really deeply fell in love with this car. While considering the motivation and control system, safety, or comfortableness, I have leapt my understanding of our independent brand. ” Wang Shi phoned Chairman Wang Xigao at midnight, telling him, “Your car is terrific!”, which particularly became a much-told tale among the team members during the hard journey. The general secretary of “the route of Hsuan Tzang” Organizing Committee, CCTV famous host Qu Xiangdong, also informed us that, 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!”

Chairman Wang Xigao said: “To follow master Hsuan Tzang’s route more than 1,000 years ago to learn from else, makes us deeply realize that, for the development of national independent brands, it is undoubtedly crucial to go abroad and study, but insistence on the ideal, down-to-earth, daring and self-transcending, is the right and true way to make ourselves stronger. The Landwind cars have fully represented themselves in the ten-thousand-kilometers journey, while at the same time represented the honor and dream of the Chinese automobile industry. At the time we reached our destination, Chairman Hu Jintao was visiting India. He sent words to Landwind cordially while meeting everybody, and congratulated Landwind’s success in going out of our country, which strengthened our feeling of mission and responsibility for national independent brand over our shoulders.”

Speaking of Landwind Motor’s branding strategy, Chairman Wang said, Landwind is a fast-growing brand, in a period of four years from SUVs to cover the family sedan, SUV, MPV these three car series, and several product series of integrated uses vehicles. Landwind Motor established a brand-new image of ‘Whatever roads all over the world, be under my way’. Mr. Wang is invited to speak for Landwind this time, which is not only because he is a prominent member of the community, but more importantly he really knows and loves cars. He deeply understands Landwind Motor products and brand spirits, while at the same time, highly matches with the connotation of Landwind Motor “Independent, self-confident, innovative and enterprising”. Mr. Wang said that, as a national entrepreneur, it was duty-bound to support China's own brands. And this time, the reason he spoke for Landwind was completely out of his love of Landwind, and out of his fully support of national independent brands.

On the night party, the organizing committee entrusted Zhong Tuo to conduct the auction and donation of three honored cars which had participated in following “the route of Hsuan Tzang route’. Jiangxi Vanke finally won the navigating cars from the auction and transferred it to Landwind as a souvenir, pushing the activity to the climax. It is reported that on December 17th, the two sides will hold a ceremony for formally presenting the cars. Finally, in the song of The Blue Lotus by all the members, the activity came to its end.