Incorporating traditional Chinese cultural elements, the BMW advertising campaign is part of the luxury automaker's effort to build a new image in China. Photos Provided to China Daily

'Yue' effort part of campaign to both localize and internationalize branding

BEIJING - German luxury carmaker BMW sold 90,536 cars in China in 2009, and surpassed its 2010 goal of 150,000 units in the first 11 months this year.

Yet if it wants a bigger share in the premium segment in China, the "right brand image" should be built, said Clyde Zhu, marketing director of BMW China.

That is why BMW tailored its "Joy" branding campaign to the Chinese market in 2009.

"'Joy' is not just a slogan, but is the core value of the company," Zhu said.

From joy to yue

But localization of "Joy of BMW" - its slogan used globally - had tortuous path. And translation was the first problem.

Advertising companies, academics and media professionals were invited to discuss the interpretation of the English word.

At last yue - which means peace, happiness and satisfaction in Chinese - became the accepted translation.

The simple Chinese character - conveying an ideal in the culture - can be easily understood by most Chinese people.

"We hope the concept will be here for the long term and build our brand into what we really want it to be," Zhu said.

It is only one example of the company's localization efforts in China, which is itself undergoing profound change in the process of internationalization.

According to Zhu, BMW China has also tailored and internationalized training for its staff, both locals and foreigners.

One simple exercise in joy internal training asks the Chinese staff to taste red wine, while foreigners are taught to write with Chinese ink brush.

Through such exchanges, people became aware of differences and can establish an accord based on distinctions.

"For a successful brand in China, localization and internationalization should go side by side," Zhu said.

BMW already has experience in bridging cultures as reflected in the X5 model - which blends the SUV culture typical of the US with the German carmaker's characteristics, resulting in an SUV with good performance both on and off road.

Auto experience

The marketing director said his experiences at BMW even increased his own understanding of the Chinese market and culture, although he was born, raised and educated in China.

Before he joined BMW, he worked for other auto companies.

"When I first came here, they asked me to do product strategy, including setting prices," Zhu remembered.

The perceptive man realized that BMW has big plans in China over the long run because the legendary German carmaker entrusted pricing to its Chinese managers - a rare practice in 2004 and even today.

The move worked, and BMW is becoming bigger while instilling its hybrid corporate values in the massive Asian country.

Zhu admitted at first he was not completely qualified to understand the Chinese market until Christoph Stark became CEO. The German executive knows China well after living in the country for 30 years while experiencing several downturns and booms in the auto market.

At BMW, Zhu gradually became aware of an aggressive, yet happy culture, which leaves him a lot of space to do exciting things, he said.

"After joining BMW, I found driving more fun," he said. "I dare say that our car is really good."

He said the spirit of BMW is not about luxury, or the pride and prejudice of the rich - but about passion, youth, and of course, joy.

China Daily