Brand Strategy: The Success of Exeed Chile
Brand development and digital strategy for its arrival in Chile with the intention of positioning itself as a benchmark for quality and sophistication.
Industry
Challenge
Exeed Chile
Exeed, the premium brand of Chery Corporation, decided to enter the Chilean market as its first step in Latin America. Founded in 2017, it sought to position itself in the luxury car segment, a market dominated by European and Japanese brands, with brands such as BMW, Audi, and Lexus as established benchmarks.
However, the negative perception regarding the quality of Chinese cars posed a significant barrier, due to previous experiences with lower-range vehicles that had not met local expectations.
The brand needed to build trust and stand out for its sophistication, technology, and safety, aspects highly valued by the Chilean consumer in the premium segment.
Solution
Definition and Design
BBK Group, the number one consultancy in Chile specialized in brand and business transformation, designed and implemented a brand strategy that addressed two key aspects:
Brand Essence
The brand defined its purpose, attributes, personality, convictions, and positioning, consolidating Exeed as a premium alternative. In this process, values such as elegance, innovation, and trust were highlighted as elements intended to break with prejudices regarding the brand’s Chinese origin.
Brand Experience
They designed a consistent experience across all touchpoints, from advertising to dealerships, to ensure that every interaction reinforced Exeed’s values of luxury and technology. This involved training sales staff, outfitting showrooms with a minimalist and elegant approach, and ensuring that test drives reflected the performance and comfort expected by consumers in this segment.
Comprehensive Launch Plan
To materialize this brand strategy, BBK Group executed a comprehensive launch plan:
- Social media: Creation of anticipation and generation of interest in Exeed as an innovative and exclusive brand. High-quality visual content was used, highlighting elegant designs and the integration of technology in its SUVs.
- Specialized press: Presentation of models, features, and prices, achieving coverage in relevant media outlets in the automotive sector such as Autocosmos, Emol, and MT Motores, which allowed information to reach enthusiasts and potential buyers.
- Mass and digital campaign: Implementation of ads on TV, in the press, and on online platforms to reach a broad audience and consolidate the premium brand message. Advertising highlighted the comfort, safety, and technology aspects of the Exeed models.
- Audiovisual pieces: Production of video content that highlighted design, technology, and driving experience. These videos were broadcast on social media and YouTube, showing comparisons with other premium brands to reinforce the value proposition.
Results
A Brand Strategy executed by BBK Group
The brand strategy executed by BBK Group allowed Exeed to quickly consolidate itself in the luxury SUV segment in Chile. The main achievements were:
Recognition and trust
Exeed was perceived as a reliable, high-quality brand. Positive first impressions from influencers and automotive industry critics generated favorable reviews that helped cement the brand’s reputation.
Sustained sales
The positioning as a premium brand generated sustained interest from consumers. In the first six months, sales exceeded expectations, managing to place more than 500 units in the national market.
2023 Effie Award
The launch campaign was recognized with this award for its marketing effectiveness, standing out as one of the best brand introduction strategies of the year in Chile.
BBK Group
The importance of a solid brand strategy.
The Exeed case in Chile demonstrates that a comprehensive brand strategy is essential for entering competitive markets. The planning and execution led by BBK Group positioned Exeed as a premium brand desired by Chilean consumers.
BBK Group stands out as the number one consultancy in Chile in brand and business transformation, providing integral solutions from strategy to execution. With more than 20 years of experience advising brands such as Chery, Sodimac, and Caja Los Andes, its methodology ensures tangible results. More information at BBK Group.