X FACTOR:Assembling autos for the African market (XINHUA)

Brand building

Despite selling well in many African countries, China-made automobiles suffer the stigma of being perceived as copies of other well-known brands and of low quality. Great Wall Motor vehicles are no exception.

Liu Shaojun, an official from China's Ministry of Commerce, told Xinhua News Agency, that a way of overcoming negative perceptions is to have a good marketing strategy and improve after-sales service.

He suggested domestic carmakers establish long-term strategic planning when expanding their overseas market.

"We are not only selling cars as before, but always have brand-consciousness to bear in mind," said Li Yachao.

Great Wall Motor unified the image of its 64 franchised outlets in South Africa in 2008 with a single global logo in its ongoing quest to fortify the company's brand.

"I want to make it into both an international brand and a great brand in China," said Wang Fengying, Chief Executive Officer of Great Wall Motor.

Great Wall Motor & Africa

> In 2002, Great Wall Motor starts its business in Africa.

>In 2008, the company finishes its international logo revamping in South Africa. The country's 64 franchised outlets are now marketed under a unified image.

>In 2009, Libya's government purchases 3,300 pickups from Great Wall Motor.

>In July 2010, 300 SUVs are sold to the Ministry of Equipment and Transport of Mali

>In 2010, Great Wall Motor establishes a center providing spare auto parts in South Africa.

>In May 2011, taxi companies in Algeria buy 1,000 sedans made by Great Wall Motor.