Haval
Brand growth through digital solutions
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From total unknown to the whole package
Haval may be China’s largest manufacturer of SUVs, but penetrating the highly competitive Australian SUV market is a challenge for any brand even during optimum conditions. Haval’s challenge, as a largely unknown brand, was to resonate emotionally with Australian families and communicate its ‘value’ proposition. No small task by any stretch of the imagination. The perception of Chinese brands as a whole here in Australia is often viewed with a high degree of scepticism. Getting past this level of doubt in an open market and convincing Australians to embrace the brand would prove to a challenging task for any agency.
As buying a house becomes increasingly out of reach for young Australians, our appetite for luxury SUVs continues to grow. So, you can be forgiven for thinking that, sooner or later, something has to give. But with the introduction of the new H6, Haval is set to assure the average Australian that they have nothing to worry about. 10ft tall’s campaign positions the vehicle as ‘affordable luxury’ that savvy young families ‘don’t have to sell the house for’. It light-heartedly challenges the notion of buying a traditional luxury brand in today’s world.
