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Bloomberg Markets

Chinese Carmakers Branch Out in Bid to Rival Lexus

  • November 22, 2016
  • min read

Bloomberg Markets

Chinese Carmakers Branch Out in Bid to Rival Lexus

Chinese car makers looking to appeal to their consumers global tastes have turned to "the billionaire pedigree," or creating a premium brand around a wealthy CEO, and the hiring of executives from European car companies.

These steps can help car-makers eliminate the baggage of the past and convince customers to pay higher sticker prices, said Stephen Dyer, a partner with Bain & Company in the firm's Shanghai office.

“It may be helpful to emphasize that though the brand is Chinese-owned, it relies on global resources, so it’s not a ‘Chinese car’ per se,” Dyer said.