PR has a key role in closing the information gap around Chinese OEMs in Canada
I recently had the opportunity to attend the Beijing Auto Show and visit Chery Automobile’s headquarters as part of the company’s International Business Summit to learn more about the market, its products and the people behind them.
It was a truly eye-opening experience that reinforced my opinion that the arrival of Chinese OEMs will have a significant impact on how consumers consider their options and choose their next vehicles.
It may also make automotive journalism, consumer events, and the marketing and PR teams that understand and engage them more strategic and important than ever.
Scarcity is driving interest
Let’s begin by saying that the hype is real. Everything I saw and drove in China tells me these vehicles will be ready to compete in North America — just as they have in markets throughout much of the rest of the world.
What my experience and recent conversations have also made me realize, however, is just how much the scarcity of these models will drive interest in learning more about them.
Few people have seen them, let alone driven them — and this is true across North America, not just Canada. We haven’t checked them out at auto shows, our neighbours aren’t outside washing them with new-car care, and we aren’t seeing them at stoplights or driving them in rental fleets while on vacation.
In fact, most Canadian automotive journalists have not driven them yet — although many want to.
Everything I saw and drove in China tells me these vehicles will be ready to compete in North America — just as they have in markets throughout much of the rest of the world.
That lack of familiarity is creating a level of curiosity that few new vehicle launches enjoy. I believe this will create an initial advantage for Chinese OEMs and a challenge for those competing against them, as these new entrants become the vehicles everyone wants to see, discuss and compare. And I suspect that interest will extend well beyond traditional early adopters.
Pair this with quotas that may limit the number of vehicles entering the country and we are likely to see consumers asking more questions about how these new vehicles compare with the ones already in their driveway or on dealer lots.
Could some consumers delay a purchase until they have an opportunity to see, drive or learn more about these vehicles? Possibly. And when those questions arise, consumers will be looking for information from sources they trust.
The power of Canadian automotive media and events
Depending on how quotas ultimately affect test and press vehicles, opportunities for consumers — and even dealers and manufacturers — to gain first-hand experience behind the wheel may be limited for some time.
If that happens, trusted automotive media outlets may become one of the few sources of first-hand driving impressions and comparison insights available to consumers.
The value of trusted, third-party editorial expertise could therefore be magnified over the next 12 to 18 months as consumers seek reliable information about unfamiliar brands and products.
For everyone, this makes strategic PR planning more important than ever. Whether selling these vehicles or competing against them, dealers on both sides will need to be ready to answer questions quickly and accurately.
That means monitoring reviews, understanding specifications and features, tracking industry developments and quickly turning that information into content that gets customers in the door and messaging that salespeople can use when they arrive.
The upcoming auto show circuit could also be one of the most closely watched in recent years if Chinese OEMs decide to participate. If they do, expect strong attendance as consumers, media and industry stakeholders look for their first opportunity to see these vehicles up close.
The anticipation surrounding these new entrants means many consumers may place them on their consideration lists before they arrive in meaningful numbers. For established brands, maintaining a strong presence and clearly communicating their value proposition will be critical in the battle for consumer attention.
PR and communications teams should have a seat at the planning table alongside marketing when developing strategies around these consumer events. Success will require a coordinated approach that combines awareness, education and engagement.
If things continue on their current path, there is an exciting and potentially significant shift coming to the Canadian market.
Whether competing against Chinese OEMs or representing them, the dealers that invest in educating consumers and strategically use the media, events and communications channels that shape purchasing decisions will be best positioned to earn trust — and business — in the years ahead.
