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GM launches Chevy in China

By Published on .

[Shanghai, China] Shanghai General Motors is launching Chevrolet in mainland China this month with a marketing campaign designed to attract mass market car buyers, including many Chinese who have never owned an international car brand. The marketing campaign introduces Chevrolet as a car that new buyers can trust, for its reliability and long heritage as a global brand.

"We want [them] to understand that the global popularity of Chevy is a great endorsement for the brand," said Sharon Kum, managing director, Interpublic's McCann Erickson Worldwide, Shanghai.

Shanghai GM, a joint venture between General Motors Corp. and Shanghai Automotive Industry Corp., is running a 60-second spot that opens with short scenes of people who trust each other. The spot then shows how Chevrolet workers focus on the details of their cars. General Motors has made Buicks in China since 1997, backed by ads from WPP Group's Bates Asia, and will start making Cadillacs in China later this year with ads from Publicis Groupe's Leo Burnett Worldwide. However, Shanghai GM's goal of capturing a significant share of China's fast-growing passenger car market will depend on the success of the mass-market Chevy.

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