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 passed this level of doubt in an open market and convincing Australians to embrace the brand would prove to a challenging task for any agency.