Retail in Asia

In Sectors

Fitch launches a new Chinese electric car brand in China


FITCH, the world’s leading brand and retail consultancy, this week introduced Bordrin, a new Chinese electric car brand set to transform the automotive industry in China and internationally.

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The company’s vision is to create smart transportation that improves the quality of life in China. FITCH has built the brand with a consumer centric approach that focuses on user lifestyle and meaningful experiences that seamlessly connect drivers with their city through Bordrin’s AI assistant and other sustainable mobility solutions. Bordrin made its first public appearance at Auto Shanghai 2019 (16- 25 April), with the stand designed by FITCH.

“Instead of predicting the future of the automotive industry, we are influencing and designing it,” says Jonathan Cummings, Chairman of FITCH Greater China. “The market is shifting from a mere product relationship to one requiring greater empathy. Seamless service-based connection across touchpoints is therefore vital and a core part of the brand proposition. We understand that Bordrin needs to penetrate the Chinese market with a strong brand identity for the driver of tomorrow in this competitive space. Our solution is a brand positioning and experience strategy to create stand out, centred around the consumer rather than the product.”

FITCH created local insight led strategy around consumers, competitiors, and the company to allow Bordrin to win share of voice in China’s automotive industry from the launch. Key findings to note include: Consumers are trading up to premium and differentiated car brands and are looking for high quality products that fulfil their basic human needs whilst being technologically advanced; Competitors either have a long-standing brand presence or are NEVs that have focused more on product features than user-experience; and Companies need to differentiate product and performance the moment they step into the industry.

The tagline developed for Bordrin: Be There With You allows customers to identify with and connect to the brand and their environment. In line with Bordrin’s mission to create smart transportation that improves the quality of life, FITCH has positioned Bordrin as not just another electric car brand, but rather the beginning of a new concept in the context of consumers and their future lifestyle.

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Set to launch across China’s major cities, the Bordrin World experience centers have been designed to inspire customers and allow them to experience innovative technology together with impeccable design. The new centres will give drivers a sense of what the future holds.