JAC Motors Chairman An Jin: JAC Aims to Realize Brand Upgrading
The breakthrough does not mean the enlargement of business size, but the improvement of brand.
“JAC will transform its development strategy from operating products to operating brands.” This is a sentence selected from the 2017 strategy plan of JAC Motors, in which the company set a small target of sales: selling more than 700,000 vehicles next year compared to 650,000 vehicles last year. JAC Motors also blueprinted a goal – to enhance JAC brand influences and reputations through improved quality and services. This is because JAC people have always attached great importance to brand refinement. Making breakthroughs
The breakthrough does not mean the enlargement of business size, but the improvement of a brand. Breakthroughs will be fully made when JAC self-owned brands are able to compete with joint-venture brands.
The year 2016 is a year of well-grounded accumulation and development for China’s self-owned vehicle brands. These brands have maintained rapid growth following 2015 and the market share is climbing further. Selfowned vehicle sales have surpassed 10 million for the first time. JAC Motors Chairman An Jin said that after years of unrelenting effort, China’s self- owned vehicle brand companies have achieved encouraging progress. But the true breakthrough has not yet arrived even if the
market share has reached over 40%. “The reason is the lack of brand power. The breakthroughs will be truly realized when the brand improves, rather than the rise of sales volume. We will be successful only when it occurs to customers that Chinese self-owned brands are able to compete with world famous brands. The sales can be increased through various means, but the brand enhancement is the key to next- phase development of Chinese vehicle industry,” said An Jin.
A self- owned brand normally experiences four phases of development including: emergence, barbaric growth, business depression and re-invigoration. According to An Jin, the first three most difficult phases have been gone through already, and now Chinese vehicle makers have built up the R& D capability and realized the importance of brand quality. In the past, the whole industry was talking about the chance of survival for Chinese self-owned vehicle brands, and now the topic has shifted to brand future development. We shall not stay in the current comfort zone, but make further progress in product quality, technology and branding.
JAC Motors’ global business has become prosperous in 2016. By sticking to the sales strategy that focuses on key market, key customers and key products, JAC’S export volume has climbed to the fifth place of the industry.