SAIC Motor Corp advertising & marketing assignments

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Selected SAIC advertising

SAIC - or Shanghai Automotive Industry Corp - is China's biggest homegrown auto manufacturer, and one of the seven biggest worldwide. It is best-known as the local joint venture partner for GM, Volkswagen and Iveco, responsible for production of all three groups' international brands in China. Wuling and Baojun are local passenger car brands, made by a three-way joint venture with GM and local company Wuling Motors. SAIC also has a small collection of wholly owned brands. Roewe and MG were acquired in 2007 following the collapse of the British manufacturer MG Rover; they now have only a minimal international profile, but respectable sales within China. Maxus, acquired from the ashes of bankrupt European manufacturer LDV, makes light commercial vans, people carriers and pick-ups. Including its international joint ventures, SAIC sold a total of 7.05m passenger cars and commercial vehicles in 2018, almost entirely within China and equivalent to just over 24% of the country's total auto market. The three main passenger car joint ventures accounted for the largest proportion of sales - each at around 2.0m to 2.1m vehicles - while own-brands accounted for 730k units. Chen Hong is chairman; Chen Zhi Xin is president. Revenues for 2018 were the equivalent of $136bn. The group is majority controlled by the Chinese state but just under 30% of equity is publicly owned following an IPO in 2015. SAIC traces its heritage back to an automobile parts and repair business established in Shanghai in 1910, though it didn't start actual mass-production of its own vehicles - the Phoenix passenger car and Jiaotong trucks - until the 1960s. A key development was the launch of its first international joint venture, with Volkswagen, in 1985. A similar partnership was formed in 1999 with GM.

Who are the competitors of SAIC? See Automobile Sector for other companies

Advertising expenditure of SAIC? See ranking of Declared Advertising Costs

Capsule checked 9th October 2019

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