Repositioning Great Wall Motors for the UK market

Great Wall Motors is a Chinese automotive manufacturer. Its main UK product was The Steed pick-up.

Great Wall wanted to update its branding and raise its profile in the UK. It needed more energy in the brand to drive demand from both consumers and dealerships.

We embedded our team with Great Wall's to get a thorough understanding of its customers. That insight shaped the creative direction and made it clear the brand needed a strong digital presence.

We started with the main product badge, The Steed. We assessed how it stood up against competitors and reviewed every medium it would appear in. Once refreshed, we created a dedicated brand book to keep it consistent in market, then turned to the Great Wall brand as a whole.

The existing line, 'A Wise Choice', felt tired. Looking at the product's advantages, the new strapline was obvious: 'The Intelligent Choice'.

We applied the refreshed brand consistently across every asset: new studio and location vehicle photography, dealership window graphics, vehicle brochures, posters, press and dealer ads, radio, a responsive website, a launch email and point-of-sale materials, including roller banners.

Dealership teams were introduced to the new brand at a two-day launch event, where they could try the new vehicles and learn about their features and benefits.

The refreshed brand gave consumers and dealers a reason to look again. Dealership sales teams were engaged and Steed sales spiked, with 456 units sold in the final quarter of the year. Annual sales rose by 340% and targets were smashed.