PALAZZOLO SULL’OGLIO, Italy — They have names like the Brilliance BS6, the Landwind Fashion or the improbable Hover Wingle, and though these sedans, vans and sport utility vehicles are hardly as familiar to Europeans as, say, a Volkswagen Golf, they are beginning to show up on European roads.
“I’ve got air-conditioning, ABS brakes and air bags,” said Carlo Scalvini, describing his Hover, a big and boxy sport utility vehicle built by the Great Wall Motor Company, with headquarters in Baoding in eastern China. “And the price is competitive: you pay 10,000 euros less in the end,” more than $13,000.
The enthusiasm of people like Mr. Scalvini could influence the global auto industry and China’s place in it. China’s quiet inroads into Europe are the first test of rich markets by Chinese automakers as they build dealer networks and deliver small shipments of cars to test the reaction of drivers and auto industry experts.
Low-Cost Chinese Cars Making Restrained Entry to European Market (New York Times, 13 July 2007)
Great Wall Motor Company Limited (Baoding, China)... where, in addition to the Wingle, you can learn about other models called (I am not making this up) the Safe, the Sing, the Pegasus, the Deer, the Sailor and the Socool.
China is making huge strides in economic development, but it's clear that sixty years of Communist rule have stunted their vital, strategic branding skills:
The first high-pressure common rail & high-end diesel pickup in China. Creation embodies charm, technology fulfills leadership. As China's first high-end diesel pickup, Great Wall-Wingle creates a new realm of high-grade Pick-up, and goes forward towards the world as the Chinese Pickup leader. Fashion in every detail demonstrates innovative design concepts, creative design and avant-garde daring style, without any meaningless decoration. Brilliant achievements in their careers enjoy life passion.Yeah!