GAC Motor aims to be a competitive global player in the automotive industry

MANILA: When Filipinos hear the phrase “made in China,” words that would instinctively come to mind are “cheap,” “knock-off,” or “poor quality.” Such connotation is what GAC Motor is trying to disprove as they attempt to penetrate the automotive industry here in the Philippines.

It is not a secret that China has had difficulty penetrating the global automotive market in the past because of the general lack of trust and confidence. Especially when it comes to their products as compared to well-established players like Mitsubishi, Toyota, Hyundai, Chevrolet, Mercedes-Benz, Ford, Honda, and Nissan.

But a young Chinese automotive company wants to change all that. GAC Motor, founded in 2008, envisions the brand to be about craftsmanship and excellence. All this, along with a company proposition of “sparing no effort to create value for consumers,

employees, investment partners, industry, and the whole society by craftsmanship” through its 'high-end-focused, quality first, and innovation-driven' strategy. Fast forward to more than a decade later, and the Guangzhou-born car company is now considered as the leading car brand in China, with a lineup of strong nameplates that have gained international recognition.

To achieve this, GAC heavily invested in research and development (R&D), production, sales, and after-sales processes. Its R&D was able to keep up and meet the ever-changing demands of the consumers through a comprehensive product portfolio. To make sure that these products are of high standards,

the brand controls every detail of the process. From automobile design and production procedures to marketing and after-sales service. In fact, by simply making sure that all the processes are done in-house, the company consistently topped the J.D. Power Initial Quality Study (IQS) and J.D. Power Sales Satisfaction Index (SSI) since 2013, making it the no. 1 car brand in China.

Another factor in GAC Motor's success and its way of becoming globally competitive is price differentiation. The Chinese automaker wants to make luxury affordable through innovation. It is through this continued pursuit of innovation that the company was able to expand overseas in a relatively short amount of time to build a global marketing and service system.

Today, GAC Motor has an established presence in 15 countries worldwide, including the Middle East, Southeast Asia, East Europe, Africa, and America. Looking ahead, the company wants to keep the spirit of 'dare to dream and dare to achieve' as their battle cry in reaching out to more markets and become a significant global player in the automotive industry.

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