October is China’s traditional harvest season, while in New Zealand it is flourishing spring. Similarly, SAIC MAXUS has created unique landscapes in the two countries thanks to its global strategy.
MAXUS launched the “test-drive and win a trip to New Zealand” campaign in China on December 15, 2014, which drew wide attention from Chinese consumers. The event lasted a year, and each month one participant would be chosen through a lucky draw for a trip to New Zealand.
In late October, the first batch of lucky consumers made the incredible dream trip. They attributed it to good luck, while to MAXUS🥀 it was a natural choice out of its global strategy and social responsibility.
In New Zealand, the visitors, including journalists, paid a visit to MAXUS’ LDV flagship store in the “City Of Sails” Auckland. So far, MAXUS has made the top three on New Zealand’s wide-body light buses market. Through cooperation with New Zealand’s Great Lake Motor Distributor, MAXUS has set up 20 sales service outlets, covering the whole country.
New Zealand is one of the markets in developed countries MAXUS has successfully tapped. In recent years, developed markets have accounted for the majority of the company’s overseas sales. Competition in developed markets is fierce and the entry threshold is relatively high. For example, the European Union requires ECE and WVTA certifications and Australia demands as many as 41 ADR certifications. In these markets, carmakers will have to face rigorous scrutiny on their products as well as challenges from global rivals. Following winning an order for nearly 100 vans from Ireland in 2014, that marked a breakthrough for a Chinese light bus brand to enter the EU market ever, MAXUS came to the fore while competing with 12 mainstream European and American brands to get another order for 260 vans from the Irish government last year. In Australia, MAXUS secured orders for a total of 1,200 units from January to September. In the first nine months of 2015, MAXUS sold 24,896 units, with 3,083 exported abroad, accounting for more than 10 percent of its total sales.
MAXUS has forged an image of “high technology, high-end manufacturing and high quality” in overseas markets, showing to the world the Chinese carmaker’s cutting-edge technologies and advanced manufacturing levels.
In Chile, MAXUS has set the national school bus safety standard. In Colombia, local distributors have given up Ford to embrace MAXUS. In the United Arab Emirates, MAXUS vehicles have passed tests under high temperatures and humidity in deserts and are hugely popular among local consumers. In Thailand, MAXUS has set up a subsidiary, becoming a mainstream brand for high-end tour buses, business reception vehicles and ambulances. In Malaysia, MAXUS has set up a plant and occupied high-end markets in a variety of fields through making innovations in production and marketing.
Ever since its birth, MAXUS has been defined as an international brand. With strong support from SAIC Motor, its powerful parent company, in manufacturing, research and development, technology and services, MAXUS has grown rapidly into an industry leader. The company has completed construction of production facilities in three phases and integrated SAIC’s key R&D resources both home and abroad. In addition to wide-body light buses, it also has entered the MPV segment, rolling out both conventionally powered and new energy models – V80 and G10 MPV as well as their pure electric versions EV80 and EG10 MPV. In the future, MAXUS plans to release medium and large SUV models and higher-end pickups. MAXUS has also taken the lead in introducing a variety of cutting-edge technologies, such as the intelligent air suspension system and dual mass flywheel technology, to improve the comfort of its products. Besides, the company offers consumers services that live up to international standards.
The recreational vehicle modification company under the THL group, which bought 50 vans from MAXUS, said the V80 suits the needs of RVs very well with its fashionable design, spacious room, powerful engine and low emissions. Dave Hall, the courier, was satisfied with his V80, saying the van coped for 250,000 kilometers with no breakdowns for more than 200 days and he had only replaced the brake pedals once. In Malaysian resort Genting, MAXUS vans provide safe and comfortable transport services to tourists, giving a boost to Genting’s image.
Plans for a new round of overseas expansion are in the pipeline as MAXUS aspires to become a truly international brand through boosting its overseas sales to 20 to 30 percent of its total by 2020. In New Zealand, it aims to roll out higher-end SUVs and pickups, increase market share and move up the local market rankings. In the EU, it will expand from Ireland to the United Kingdom, the Netherlands and Turkey. In Southeast Asia and the Middle East, MAXUS will speed up product introduction and further tap local markets.
