How the Morgan Motor Company brand was launched in China.

01.02.16 10:48 PM By Jim James

A case study of automotive brand building in China

From 2011 to 2018 I worked to build the brand of Morgan Motor Company in China. I was a fool. I didn't own the brand but my wife and I became the importer, overcame the homologation challenges, and built a network of dealerships. I say I was a fool because I didn't own the brand that I was building, only the rights to sell the products as an agent. Still, we did great work and through multiple means from PR to CSR to building our own car configuration app with over 10,000 images. Many lessons learnt, and some nice examples of how to build engagement with a new and increasingly interested audience. I was proud of publishing a magazine in China, and the web work we did brought over 250,000 unique visitors to the site from a blank launch. 

Jim James