JAC Motors – How a Chinese Car Manufacturer Successfully Approached the Brazilian Market
2016; Emerald Publishing Limited; Linguagem: Inglês
10.1108/s1745-886220160000011031
ISSN1745-8862
Autores Tópico(s)Biotechnology and Related Fields
ResumoPurpose According to data released by the Brazilian Institute of Geography and Statistics (Ernst & Young, 2010), the Brazilian middle class is represented by approximately 100 million people. Moreover, according to the Brazilian Association of Importers and Manufactures of Motor Vehicle Companies (ABEIFA, 2015), Brazil was ranked fourth in the world in the ranking of major automobile consumers. This is undoubtedly a highly attractive market for world producers in this sector. However, the Brazilian automobile market has some specific features that require a very prudent operation. This case aims to investigate how those idiosyncrasies were approached by the Chinese car manufacturer JAC Motors, which in addition to not having previous experience in that market, also presented a negative country of origin image.
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