A leading international electric vehicle brand
A well-known British brand now manufacturing under a global automotive company in China focuses on electric vehicles. Catalyst successfully shaped the brand’s narrative, helping it reposition itself as an innovative and high-quality automaker despite challenges related to perceptions of manufacturing in China. Our approach ensured the transition enhanced the brand’s image while maintaining a positive reputation during a pivotal period.
Solutions Provided
Narrative Shaping
Brand Perceptions
YEARS
2020-Present
Challange:
The brand is British, but its vehicles are manufactured in China. This led to negative perceptions around the quality of its electric vehicles, primarily due to their association with Chinese manufacturing.
Process:
We engaged with satisfied customers to inject positive messages about the brand’s production in China. By highlighting that top global car companies manufacture in China to the highest standards, we helped shift the perception from low quality to high standards, using the phone industry’s evolution as a clear analogy.
Key TakeAWAYS
1. Our client’s model led in vehicle sales for 2022 in the country where we operated.
2. Negative discussions about Chinese manufacturing decreased by 95%, with widespread adoption of the new narrative across online platforms.
