Why launch Haval in the UAE?
UAE is our first country in the Middle East. It is like a bridge between Great Wall and Middle East. Hopefully, in the future, we will launch this brand in the other Middle Eastern countries.
How are you planning to overcome Japanese dominance in the UAE market?
This is a key point for us. The Middle East market is made up of 50% Japanese models. More people like Japanese cars because of their quality, familiarity with the brand and familiarity with the product. We are trying a different approach. We are focusing on some special customers who prefer good quality, little lower pricing and also good service. We will start from this special market first and step it up. The quality of our products can’t compare with that of a Japanese brand. There is still a gap present but the gap is not much as before.
What are the strengths of Haval vs other Chinese brands?
First is the quality then design and then the technology. We don’t have advantage in the pricing as the Haval pricing in China is at the higher level. We never sell Haval products just because of lower pricing. We want to provide people with a good car, good service and reasonable price.
What are the challenges you have faced so far in entering the Middle East market?
The first challenge for us is the currency exchange. Second challenge is the political condition – due to wars in the Middle East. We used to have a good presence in Syria but now we have to stop. Ofcourse, the basic element for us is to provide the car which is powerful and has good fuel consumption. But, we don’t have a V6 engine so we are trying to get the right models into the Middle East market.
Haval is….
Haval is the no. 1 SUV brand in China. It is because the Haval sales volume is no. 1 in China. Secondly, with the quality, at this price level, we are no. 1. And, lastly, we have a big family of products.
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