Sub-brands seem to be the new trend for the Chinese market in the automotive industry….
Toyota had two big announcements to make today, firstly the GT-86 (or a Subaru in a change of clothes (admin)) hit the market and secondly the launch of a new brand from FAW-Toyota: Ranz. FAW and Toyota announced the brand and its focus today at a 10 year celebration of the two companies co-operation.
How many brands are enough for the Chinese car market? Toyota believes that Ranz is needed in the Chinese market, and have set about creating the new brand (Shi Lang in Chinese) especially for domestic consumers. Ranz will focus on delivering new energy vehicles only with some development happening in the Chinese market via a local R&D center which has been so far tasked with modifying cars for the Chinese market.
A Shanghai Auto Show launch is expected next month where more information on the brand and its goals, models and intentions are set to be released.
