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 and with a vision 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), at a FITCH-designed stand.
“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.”
FITCH created its localised, insight-led strategy around consumers, competitiors, and the company to allow Bordrin to win share of voice in China’s automotive industry from 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 while being technologically advanced; competitors either have a long-standing brand presence or are new energy vehicles (NEVs) that have focused more on product features than user-experience; and companies need to differentiate product and performance the moment they enter the industry.
“We understand that Bordrin needs to penetrate the Chinese market with a strong brand identity for the driver of tomorrow in this competitive space,” says Cummings. “Our solution is a brand positioning and experience strategy to create stand out, centred around the consumer rather than the product.”
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.
Set to be rolled out throughout China’s major cities, Bordrin World experience centers have been designed to inspire customers and allow them to experience innovative technology and impeccable design, giving drivers a sense of what the future holds.
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