China storms the European car market with 150 new brands – Podcast EP4

Why are Chinese car brands storming the market right now? And what does this mean for established brands like Tesla, Mercedes, Toyota, and Volkswagen? In this podcast, we dive into the positioning of the Chinese car brands Hongqi, Xpeng, and Lynk & Co and compare them to the established order. We also briefly cover candy brand Fisherman’s Friend and the positioning of the Municipality of Amsterdam!

Listen to this podcast on:

• YouTube
• Spotify
• Apple Podcast

Every two weeks a new episode about positioning with the main segment focusing on a special brand or market. Zeeman, Shell, and Red Bull have already been featured. Curious? Check out the other podcasts here.

Positioning Fisherman’s Friend

We discuss the positioning of the (literally) centuries-old brand ‘Fisherman’s Friend’. Why does French President Macron go through boxes of the candy during the election season? And what does the future of this brand look like?

Strong stuff, right?

Positioning Municipality of Amsterdam

The Municipality of Amsterdam positions itself in a very negative way with marketing videos to keep drunk Brits away. Strikingly, this achieves the opposite effect, and a communications specialist came up with an alternative. We draw an important lesson from this.

Positioning Chinese Car Brands: Hongqi, Xpeng, and Lynk & Co

China is going all out to bring its own car brands to Europe. In total, 150 new Chinese car brands, including XPENG, BYD, and HONGQI, plan to enter Europe to compete with established brands like Audi, BMW, Mercedes, Volkswagen, Toyota, and Tesla. What does this mean for the existing brands? And how can these new brands differentiate themselves, and what is the threat to the world’s most valuable car company, Tesla?

We discuss why Chinese car brands are storming the market right now and what this means for the established brands. And we take a shot at how we would position a new car brand today.

Don’t be a Penguin

In ‘Don’t be a Penguin,’ Merkelijkheid founders Ties Morskate, Tal Gonen, and independent host Bob Morskate dive into the world of positioning. With more than twelve years of experience in this field, Ties and Tal see daily what goes wrong when companies and individuals try to position themselves in the market. In this video podcast series, they discuss compelling positioning cases of well-known companies worldwide and draw lessons for the listeners. The episodes are a source of inspiration, knowledge, and entertainment, focusing especially on the dynamic between the three men, who surprise each other with new information about the companies they discuss, but also challenge each other’s thinking and have fun. This is a podcast by Merkelijkheid.

Do you have a question about positioning or marketing? Or do you have a cool idea for our series? Contact us via [email protected] and let us know.