Alexander Demuth：an independent auto brand

【Editors' Notes】On September 23rd, the China-Europe Auto Symposium (CEAS) was held in Shanghai. Authorities and experts from various fields of European automotive industry gathered in China to share their insights and opinions. Alexander Demuth, Managing Director, Demuth Corporate, offered valuable suggestions for Chinese automakers about how to develop business in Europe.

Alexander Demuth, Managing Director, Demuth Corporate

Alexander Demuth：What I want to say in terms of the future development is before entering into a new market, you must first make sure to establish your own brand and then promote it.

First, the reason why must have to establish an independent brand is due to the highly competitive society. Additionally, we should continue to cultivate it.

To build a strong and powerful pattern with customers through your own brand. Then to have a clear position for the brand, which can help to raise the brand awareness. A clear brand positioning and consistency are the basis for the brand. So what is a brand? A brand is a cognitive reckoning and views of products and services coming from customers.

Second, how to show the image of a brand?

Third, how to establish a emotional link of a brand?

Finally, what kind of quality products and services should be provided for the customers? It's a question of brand performance.

A brand has a strong value, so how to build a long-term auto brand? One is the brand positioning, and the other is the brand image as well as the brand publicity. Particularly, you must have a much clarified signal when doing the brand publicity.

Then, let's look at the powerful brand effect, which can help to build a brand awareness and preference. This is to allow customers to consider your brand before buying a car, which, however, is the first step. Second, consider your brand when taking the action. In this situation, you are building a relationship with your customer. Then comes a fourth step, that is a customer are willing to promote your brand to other customers, like the success of Hyundai Motor in the European market. I wish Chinese auto industry will achieve the same success when entering the European market. Thank you!

Xing Wenjun: Thank you very much for your impressive speech. Mr.Demuth has been talking about the operation in the Euro market just now. I think no matter the Euro market or the North American market, what we should do is just the same. What he emphasis most are two patterns of a brand building by Hyundai Motor. One is the attention to detail; the other is producing cars for customers instead of producing locally, which is the core idea for our Chinese auto industries to learn. I think another important factor for the success achieved by Hyundai Motor that Mr.Demuth not mentioned is their Quality Makes the Brand Philosophy.Thanks to the high goals they set their quality continue to improve in the North America and European market.

Finally, I would like to talk about several thoughts of this meeting: first, under the framework of WTO, the global auto market, especially the ones in the developed counties are a protection market. Second, the most important for our Chinese auto industry is to accumulate as much as possible. Third, some advice by consultants from the European industry is we should obtain the WVTA Certification of European Union first and then make sure the consistency of production. Finally we can choose a market combined with both developed and developing countries, and make it as a template and accumulate as much as possible. Thank you! (Translated by Shanglai)