Lifan Motors

GOALS 1- Position Lifan Motors to Brazilian market 2- Develop a strategic brand communication plan 3- Create a campaign for the X60 launching. Lifan’s new compact SUV JOURNEY 1- Qualitative research: In-depth survey, Focus group, interview with an industry expert 2- Quantitative research about Auto purchase behavior in Brazil INSIGHTS A New Brazil, a new Consumer. A car is an important indicator of social status. It is a symbol of social inclusion. Target group’s dream car: a complete SUV- with all additional options included. The car they can actually afford to buy: national hatchback car, with no additional options included. Lifan X60 meets the consumers wishes and aspirations: • Good Looking; • All additional options included; • SUV - representing power and social status; • Good price. CONCEPT Lifan, now is your turn. STRATEGY To launch Lifan X60 through two main arguments: 1- Optimizing the budget 2- X60 is the best representation of the concept: ‘Now is your turn’. RESULTS 1- In less than a month after the launching date, X60 was sold out and had a 3 month waiting list. 2- Lifan decided to launch more cars in the Brazilian market and will open a factory in Brazil in 2016.