Lessons from a Global Carmaker in China
In China’s EV-dominated market, a traditional luxury carmaker faced unprecedented competition. Known for heritage and craftsmanship, the brand was at risk of being perceived as outdated compared to local players who were faster, more digital, and more connected to consumers.
The company committed to transformation — repositioning itself as a technology-driven mobility brand. But beyond R&D investment, communication became a critical enabler of this shift.
The Communication Challenge
Transformation created pressure on multiple fronts:
- External stakeholders needed reassurance that the brand was adapting with substance, not slogans.
- Employees were uncertain, questioning the company’s direction amid market headwinds.
- Future talent needed to see the brand as relevant and forward-looking, not tied to the past.
The Approach
- External credibility through consistent updates
The company issued regular news releases detailing its transformation roadmap, technological milestones, and strategic commitments. These consistent touchpoints signaled progress and built confidence among media, investors, and consumers. - Employee alignment through bottom-up storytelling
Internally, we launched a campaign where R&D engineers explained complex innovations in simple, accessible language. This translated abstract technology into relatable stories, strengthening employees’ understanding and pride. By involving staff directly, the company fostered a stronger sense of identity during uncertain times. - Employer branding with future talent
To address long-term positioning, the company collaborated with top universities. Through co-creation workshops on “the car of the future,” the brand positioned itself as both innovative and collaborative. This not only enhanced its employer image but also engaged a new generation in shaping its transformation.
Key Takeaways
- Transformation requires more than R&D investment — it demands communication that is consistent, credible, and human.
- Bottom-up employee engagement can be as powerful as top-down messaging in building resilience during market adversity.
- Engaging the next generation is essential for legacy brands to remain relevant in fast-changing industries.
This case illustrates that effective communication strategies can accelerate corporate transformation. For brands facing disruption in China or elsewhere, the lesson is clear: technology may drive change, but communication ensures it is understood, believed, and embraced.
Until next time,
Hongyu & the WeClick Team
Click. Communicate. Connect with China.
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