Shaping a new car brand for Indonesia
Wuling wanted to open up a base for South Asia in Indonesia. The only problem? All past automotive brands from China had destroyed their national car-making reputation. I spearheaded a multi-agency group that designed an extensive trust-building campaign ahead of construction of its first factory, working with media and industry stakeholders to earn the right to be given a fair go at launch. As the brand agency lead, I helped shape the focus on designing a brand that was proud to reclaim its Chinese heritage and yet feel just like a local brand at the same time.
The results? Wuling has quickly gained top recognition in Indonesia, winning critical early love through the groundbreaking at its factory, China media visit, first car show and the launch of first models, Confero and Cortez.