Project concept：cars drives the world, ideas drives the future.


Background

Geely automobiles holds an indisputed leading position among Chinese people. The company has come to symbolize the current spectacular economical expansion of China. Facing, both, challenges and opportunities, Geely requested Bang to create a fresh new VI system, fully understanding the necessity of a clear brand strategy is the key to win new markets.

Challenges

According to the industrial research department of the state counsel R&D center, the high demand for car ownership will continue to grow steadily until 2020. For instance, the total volume of cars owned by the entire Chinese population will jump from 21.24 million in 2002 to 133.41 million in 2020 (a 35% growing rate) with an average demand of 12.85 million.    
Without a doubt, the car industry has now become one of the most influential factor in the Chinese macro economy.  China is entering a mass-production period while becoming the biggest car consummer in the world. The Chinese car market is segmented between local brands, foreign brands and joint capital brands. Local independent brands have less than 40% market shares.

Solutions

After research and analysis Bang found Geely cars was somehow trapped in a series of dilemmas: Their sales were up while profits were down. A stubborn and deep-rooted prejudice about local automobile brands seems to be held by a majority of consumers. The biggest difficulty Geely faced was neither about quality of technology, products or services but a general doubtful customer perception. When we understood the root of the problem, we helped the Geely clarify the strategic vision about their products and services. We first provided different level of brand positioning for each brand category matching the brand architecture. We used our design expertise to provide each brand specific VI guidelines.

With Bang consultants and the Bang VI department we conducted a 2nd stage of clarification and guidelines for each brand image. The Bang sign department provided environmental design for their spareparts service shops. The pragmatic implementation does not only help meet brand requirement for coherence, it provides a complete brand experience involving all senses.

 

Expectation

Honestly speaking, it was a great honor for us to serve such a famous Chinese brand. We fully understand that under the foreign auto brands’ competition and crunch, a stunning courage and decisive mind is all elemental to strive in the market for our own brands. We wish that, Geely will have better performances in the future and will become a trusting mark in the customers’ mind.