I'm new to this forum. I love cars and being a Chinese-American, I have a soft spot for anything Chinese. I'm even toying with the idea of opening a car dealer if and when a Chinese car company reaches our shores.
Anywho, I want to get some ideas on what would make Chinese cars successful in the US - arguably one of the toughest market in the world.
Here's what I think - and you guys can add to it:
- Cars MUST be well designed, well put together, and last a long time. No need to be industry leading, but must, at a minimum, be average. (Think Ford and Hyundai). To come into this market and rank at the bottom is disasterous, but to be industry leading is unrealistic, so shoot for average is the best bet.
- Cars must be cheap to run, maintain, and replace (parts). Use as much as possible, parts that are already available in autopart stores - belts, hoses, nuts, bolts, bulbs, fuses, shocks, brakes, gaskets, seals, etc. etc. The easier to find parts, the more likely people will buy the car.
- Must come with long warranties. Matches or bests anything others offer. Jack up the sticker price if needed, but these super long warranties does magic to ease people's fears of trying out a brand new line of un-proven cars. Heck, throw in free maintenance for 5 years too. Why the heck not? Imagine the customer satisfaction ratings - and repeat customers for future services and sales.
- The sticker price only need to be slightly lower than the next lowest competitor. Being lower is key, but not much lower. Put more money into warranties and free services such as 24hr road-side and oil change; heck, free car washes for the first year.
- Market smartly. Target the import buying crowd. Target the immigrant crowd. Target the mid to low income crowd. I would market heavily in Chinese and Spanish newspapers, and East and West coasts. Go after the "domestic" buying crowd later.
- More on marketing - a positive image must be clearly delivered. Whether it be cool and hip, smart and intelligent, or all of the above.
- Be ready to provide great service for recalls and warranty repairs. Give free car rentals, free car washes, free oil changes, or whatever other freebies when the customer is inconvenienced.
Anywho, I want to get some ideas on what would make Chinese cars successful in the US - arguably one of the toughest market in the world.
Here's what I think - and you guys can add to it:
- Cars MUST be well designed, well put together, and last a long time. No need to be industry leading, but must, at a minimum, be average. (Think Ford and Hyundai). To come into this market and rank at the bottom is disasterous, but to be industry leading is unrealistic, so shoot for average is the best bet.
- Cars must be cheap to run, maintain, and replace (parts). Use as much as possible, parts that are already available in autopart stores - belts, hoses, nuts, bolts, bulbs, fuses, shocks, brakes, gaskets, seals, etc. etc. The easier to find parts, the more likely people will buy the car.
- Must come with long warranties. Matches or bests anything others offer. Jack up the sticker price if needed, but these super long warranties does magic to ease people's fears of trying out a brand new line of un-proven cars. Heck, throw in free maintenance for 5 years too. Why the heck not? Imagine the customer satisfaction ratings - and repeat customers for future services and sales.
- The sticker price only need to be slightly lower than the next lowest competitor. Being lower is key, but not much lower. Put more money into warranties and free services such as 24hr road-side and oil change; heck, free car washes for the first year.
- Market smartly. Target the import buying crowd. Target the immigrant crowd. Target the mid to low income crowd. I would market heavily in Chinese and Spanish newspapers, and East and West coasts. Go after the "domestic" buying crowd later.
- More on marketing - a positive image must be clearly delivered. Whether it be cool and hip, smart and intelligent, or all of the above.
- Be ready to provide great service for recalls and warranty repairs. Give free car rentals, free car washes, free oil changes, or whatever other freebies when the customer is inconvenienced.