AMERICAN AUTO BRANDS NEED SENSITIVITY TO CHINESE CULTURE TO SUCCEED AS ‘GUOCHAO’ TRENDS GROW IN STRENGTH
July 1st, 2021
AMERICAN automobile designers and marketers need to take a serious account of China’s nationalistic ‘guochao’ trend to buttress sales and protect their market share against strengthening all-Chinese marques, industry experts are warning.
Guochao, which literately translates as ‘national tide’, has seen Chinese companies conquering domestic market shares from foreign rivals in sectors from a wide range of sectors that have long been dominated by international brands, from cosmetics and fashion, yes, to cars. Guochao is especially captivating ...
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