Chinese manufacturers should behave like an American in Europe

China Automotive Review, November 2013

Extracted quote from Bill Russo:

The current perception of Chinese buyers is that Chinese manufacturers produce low cost and inferior cars compared to the joint ventures. Pursuing a multiple brand strategy is not going to change this especially when there is little difference in quality between the brands. “A multi-brand strategy requires a much higher cost structure to create and market a portfolio of uniquely branded offerings,” warns Bill Russo, president and CEO of Synergistics Ltd., a Beijing-based automotive consultancy. This money would ultimately be better spent on R&D to produce a smaller range of better quality vehicles that are not solely competitive on price and that have a definite design architecture. 

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