In­ter­na­tional fo­cus of­fers new op­por­tu­ni­ties for GAC Mo­tor

China Daily (Hong Kong) - - BUSINESS - By HAO NAN hao­nan@chi­nadaily.com.cn

GAC Mo­tor, a sub­sidiary of Guangzhou Au­to­mo­bile Group, made a big com­mit­ment to ex­pand its Bahrain mar­ket share last week, or­ga­niz­ing the largest new car launch cer­e­mony in the coun­try’s history to in­tro­duce its flag­ship GS4 model.

The event not only demon­strated Bahrain’s im­por­tance i n G A C Mo t o r ’s o v e r s e a s busi­ness strateg y, but also pro­vided a solid foun­da­tion for ex­plor­ing the Mid­dle East mar­ket fur­ther, the com­pany said.

“The GS4 launch gained wide­spread at­ten­tion from the Bahraini pub­lic and lo­cal cus­tomers spoke very highly of the flag­ship SUV and GAC Mo­tor. A s a lo­cal dealer, I have great con­fi­dence in GS4’s fu­ture per­for­mance in Bahrain,” said Adel Hubail, CEO of Bahrain Com­mer­cial Fa­cil­i­ties.

De­but­ing in 2015 at the North Amer­i­can In­ter­na­tional Auto Show, GAC Mo­tor cre­ated the GS4 with its best tech­nolo­gies and global re­sources.

It fea­tures a world-lead­ing en­gine, a large in­te­rior, el­e­gant ex­te­rior de­sign and low fuel con­sump­tion.

“In­te­grat­ing re­struc­tured Chi­nese el­e­ments and Euro­pean aes­thet­ics, the GS4 tells a stor y of del­i­cacy through ev­ery de­tail and de­picts an out­line of dy­namic ve­hi­cle move­ment,” said Yu Jun, gen­eral man­ager of GAC Mo­tor.

In China, more than 420,000 GS4 cars have been sold in 19 months since its of­fi­cial mar­ket re­lease. It ranked sec­ond in terms of sales among sport util­ity ve­hi­cles.

Bahrain is an im­por tant fi­nan­cial and trad­ing cen­ter in the Ara­bian Gulf.

As a countr y along the routes of the China-led Belt and Road Ini­tia­tive, it of­fers GS4 cars an open and free busi­ness en­vi­ron­ment for multi­na­tional com­pa­nies.

Liu Geng­sheng, coun­selor at the Chi­nese Em­bassy in Bahrain, said at the cer­e­mony that Bahrain and other Mid­dle East­ern coun­tries are seek­ing new eco­nomic growth driv­ers, and so high-qual­ity prod­ucts which meet in­ter­na­tional stan­dards will en­joy very broad mar­ket prospects.

First tap­ping into the Bahraini mar­ket in Oc­to­ber 2015, GAC Mo­tor now boasts one main show­room and 13 sec­ondary dis­trib­u­tors across the coun­try.

It has also launched a wide va­ri­ety of car mod­els this year, such as the GA3S, GS5 Su­per and GA6.

With qual­i­fied prod­ucts and ser vices, the com­pany has achieved strong re­sults in Bahrain.

It now ac­counts for 1 per­cent of the lo­cal auto mar­ket. The com­pany ex­pects the fig­ure to rise to 1.5 per­cent next year.

In 2017, the com­pany plans to in­tro­duce sev­eral pre­mium car mod­els in Bahrain, in­clud­ing the GS8 and GA8. It will also re­in­force its fu­ture in­vest­ment with lo­cal part­ners, to fur­ther in­crease car sales.

The African mar­ket

In ad­di­tion to eye­ing the Mid­dle East marke t, GAC Mo­tor is also speed­ing up its devel­op­ment in Africa. On Dec 12, three days af­ter the GS4 launched in Bahrain, the com­pany re­leased the same sig­na­ture SUV in Lagos, Nige­ria.

The event at­tracted a large group of gov­ern­ment of­fi­cials, dis­trib­u­tors, in­dus­try in­sid­ers, celebri­ties and me­dia. Dis­tin­guished guests in­cluded Chi­nese Con­sul Gen­eral to Lagos State Chao Xiaoliang, Lagos State Gov­er­nor Ak­in­wunmi Am­bode, No­bel lau­re­ate for lit­er­a­ture Wole Soyinka, the Oba of Lagos Ril­wan Aki­olu, rep­re­sen­ta­tives of Aliko Dan­gote’s com­pany, eco­nomic and com­mer­cial coun­selor of Chi­nese Con­sulate Gen­eral in Lagos Liu Jun­sheng.

Nige­ria is an im­por­tant po­lit­i­cal and eco­nomic power in Africa and plays a de­ci­sive role in the Eco­nomic Com­mu­nity of West African States.

The coun­try has main­tained over 60 years of friendly rela- tions with China and is one of China’s vi­tal eco­nomic part­ners.

“As strate­gic part­ners, we have rel­ished the sweet­ness of the fruits from our mu­tu­ally ben­e­fi­cial co­op­er­a­tion for many years,” Chao said at the launch event.

“Un­der the back­drop of the slug­gish world economy, China is re­struc­tur­ing its in­dus­tries while Nige­ria is di­ver­si­fy­ing its economy. The highly com­ple­men­tary economies and devel­op­ment strate­gies of our two coun­tries will en­sure that our co­op­er­a­tion will achieve win­win re­sults,” he added.

Chao en­cour­aged more qual­i­fied Chi­nese en­ter­prises like GAC Mo­tor to in­vest in Nige­ria.

“We will pro­vide strong sup­port to help GAC Mo­tor achieve bet­ter devel­op­ment in the African mar­ket and also hope the com­pany will con­tinue to bring high-qual­ity prod­ucts to Nige­ria and Africa.”

GAC Mo­tor’s Gen­eral Man­ager Yu said the GS4 launch in Nige­ria re­in­forced the com­pany’s brand in both the Nige­rian and African mar­kets.

“We are bring­ing pre­mium prod­ucts and ser vices that will ex­ceed the ex­pec­ta­tions of Nige­ria and cus­tomers in Africa. Our best-sell­ing GS4 will bring safer and more com­fort­able jour­neys and an all-new driv­ing ex­pe­ri­ence,” Yu said.

In­stead of im­port­ing ve­hi­cles di­rectly from China, the GS4 sold in Africa will be lo­cally as­sem­bled, as GAC Mo­tor’s semi-knocked-down proj - ect was put into op­er­a­tion in Novem­ber.

It was built to op­ti­mize the com­pany’s sup­ply chain, shorten pro­duc­tion time and re­duce cost, ac­cord­ing to the com­pany.

The first time for Chi­nese ve­hi­cles to have parts as­sem­bled in Nige­ria, the project greatly pro­motes China-Africa in­dus­trial co­op­er­a­tion and High­lights

The GS4 tells a story of del­i­cacy through ev­ery de­tail and de­picts an out­line of dy­namic ve­hi­cle move­ment.” Yu Jun, gen­eral man­ager of GAC Mo­tor have been sold in China in 19 months since its of­fi­cial mar­ket re­lease

As one of lead­ing au­tomak­ers in China, GAC Mo­tor Mo­tor de­vel­ops and man­u­fac­tures pre­mium ve­hi­cles, en­gines, com­po­nents and car ac­ces­sories. It has con­structed a global sales and ser­vice net­work that cov­ers 14 coun­tries and is con­tin­u­ing to strengthen its in­ter­na­tional strat­egy.

The com­pany has re­al­ized an an­nual com­pound growth rate of 80 per­cent over the past five years. This year, GAC Mo­tor sold 335,000 cars from Jan­uary to Novem­ber, an in­crease of 111 per­cent from the same pe­riod last year.

sets a prece­dent for Chi­nese ve­hi­cles in the Nige­rian mar­ket, Yu said.

Kanayo Iwuchukwu, as­sis­tant di­rec­tor of the Man­u­fac­tur­ers As­so­ci­a­tion of Nige­ria, said the project not only brings ad­vanced tech­nol­ogy to the Nige­rian auto mar­ket, but also in­creases lo­cal job op­por­tu­ni­ties.

En­ter­ing the Nige­rian mar­ket in 2014, GAC Mo­tor was wel­comed by both or­di­nary cus­tomers and gov­ern­ment agencies.

It won bulk pur­chase or­ders from the Lagos gov­ern­ment and po­lice sta­tions in 2015 af­ter best­ing many global com­peti­tors.

Due to its ris­ing rep­u­ta­tion, the com­pany was cho­sen as the sole spon­sor of the Africa Magic View­ers’ Choice Awards, also known as “the Os­cars of Africa”, in March, with its GS5 model wow­ing many par­tic­i­pants and au­di­ences.

PHOTOS PRO­VIDED TO CHINA DAILY

Se­nior ex­ec­u­tives from GAC Mo­tor and gov­ern­ment of­fi­cials from Nige­ria at­tend the re­lease cer­e­mony of the GS4 model in Lagos, Nige­ria, on Mon­day.

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