Success Factors in Sales and Marketing for Luxury Car Brands in China
Keywords:China, auto market, retail car market, marketing & sales, competition
Chinaâ€™s car market is one of the most important car markets in the world. With its two-digit growth a rate in 2013 it increased far above average and is expected to keep growing in 2014 and the upcoming years, too. For this reason, China is a promising market for luxury car manufacturers. These facts lead to the question, whether there are specific characteristics, which distinguish the Chinese car market from other car markets in the world. The investigation has been done from a sales and marketing perspective. Primarily, the authors are concerned with unique marketing challenges for German luxury car brands to succeed in the growing Chinese market. Based on observations in two dealerships in Bejing, success factors for sustainability in sales for premium car dealerships in the evolving car market in China are identified and serve as practical contribution.
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