Does a major automotive player need to adapt its communication to china’s lower tier target groups in order to position its brand with them effectively?

Situation:

The less developed markets in China, called lower tiers, are key growth markets for the automotive industry. A major automotive player wanted to better understand purchase drivers of lower-tier Chinese consumers to understand how the communication strategy needed to be adapted for these markets.

Result:

Globeone conducted an in-depth investigation of Chinese consumers in selected lower-tier markets and developed a guideline that defined the principles for an adapted communication strategy.