Chery Omoda 5 — Strategic UK Launch & Media Exposure

INTRODUCTION

Chery Automobile Co., Ltd., established in 1997, is one of China’s largest automobile manufacturers. Expanding into the UK market, Chery introduced its Omoda brand and the Omoda 5—a compact crossover SUV designed to compete with models like the Nissan Qashqai and Kia Sportage.

The Omoda 5 features a 1.6-liter turbocharged engine, advanced driver assistance systems, and modern connectivity options, including wireless Apple CarPlay and Android Auto. The vehicle is competitively priced, starting at £25,235 for the petrol model and £33,055 for the electric version, offering a compelling entry point for UK consumers.

BRIEF

Although Chery is well-known in China, it is a new automotive brand in the UK market. The launch of the Omoda 5 required strategic marketing and PR efforts to raise brand awareness, attract media attention, and engage potential buyers.

SOLUTIONS

For introducing a new automotive brand in an unfamiliar market, two approaches were considered:

  1. Independent Events: Organizing proprietary launch events involves venue booking, media invitations, and influencer engagement. While effective, this can be resource-intensive with uncertain ROI.

  2. Strategic Partnerships: Collaborating with well-established UK events provides immediate media visibility and public reach.

We recommended the strategic partnership approach, suggesting collaborations with London Tech Week, London Fashion Week, and Royal Ascot, leveraging their existing media coverage, influencer presence, and public engagement to maximize exposure.

RESULTS

Chery partnered with London Tech Week for the UK launch of the Omoda 5, marking their first official UK event. The brand secured a showcase booth, displaying the Omoda 5 to attendees, and successfully garnered significant attention from both media and potential customers, establishing a strong foundation for Chery’s presence in the UK automotive market.

奇瑞 Omoda 5 — 英国市场战略发布及媒体曝光

项目介绍

奇瑞汽车股份有限公司成立于1997年，是中国领先的汽车制造商之一。近期，奇瑞进军英国市场，推出 Omoda 品牌及最新车型 Omoda 5，这款紧凑型跨界 SUV 旨在与 日产 Qashqai、起亚 Sportage 等车型竞争。

Omoda 5 配备 1.6 升涡轮增压发动机、先进的 驾驶辅助系统，并支持 无线 Apple CarPlay 与 Android Auto 等现代智能互联功能。车型定价具有竞争力，燃油版起价 £25,235，电动版起价 £33,055，为英国消费者提供了高性价比选择。

项目需求

尽管奇瑞在中国市场知名度较高，但在英国属于 新兴汽车品牌。Omoda 5 的发布需要通过 市场推广和公关策略 提升品牌知名度、吸引媒体关注并触达潜在消费者。

解决方案

在陌生市场推出新车型，可采取两种策略：

  1. 自主活动：自行举办发布会，包括场地预订、媒体邀请及网红合作，但资源消耗大且投资回报存在不确定性。

  2. 战略合作：与 知名英国活动 合作，可快速获得媒体曝光和公众关注。

连接英伦建议采取 战略合作策略，推荐与 伦敦科技周、伦敦时装周及皇家阿斯科特赛马日 合作，利用活动本身的 媒体覆盖、网红影响力及公众参与度 最大化品牌曝光。

项目成果

奇瑞选择与 伦敦科技周 合作，成功举办 Omoda 5 英国首秀活动。品牌在活动中设置展示展位，向参会者展示 Omoda 5 并获得 媒体和潜在客户的广泛关注，为奇瑞在英国汽车市场的长期发展奠定了坚实基础。