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Baojun - the new China brand: GM is launching a new car brand in China

Baojun - the new China brand
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D etails about the Baojun product range will not be announced until the end of the year, explains a GM spokesman when asked by auto-motor-und- sport.de. According to the official press release, the automobiles are to be manufactured and sold in China.

Baojun is to serve as an entry-level brand in the passenger car segment for GM in China, now that Chevrolet - the group's global entry-level brand - is already higher up by Chinese standards. So far, the Americans have only been represented in this segment with Wuling - a brand that specializes in light commercial vehicles. The Baojun car offshoot will most likely pursue the same strategy - and appeal to the most price-sensitive customers with older vehicle architectures who would otherwise only be able to afford used vehicles.

The first vehicle in the Baojun model range is also in the joint Chinese GM and SAIC development center named Pan Asia Technical Automotive Center (PATAC). 'The introduction of this brand is part of our multi-brand strategy in China,' says GM China boss Kevin Wale.

GM started the Wuling joint venture with SAIC in 2002. In 2009, Wuling became the first local brand to sell more than a million vehicles in one year. Wuling thus led the small light commercial vehicle segment for the fourth year in a row. No wonder that GM plans to increase its shares in the Baojun sister brand at the next opportunity, as GM International Operations boss Tim Lee recently in an interview with auto motor und sport reported.

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