The Chinese
groups always suffer from a deficit of image compared with their main rivals,
Korean Kia and Hyundai, which cavort at the top of sales both in the Maghreb
(with French Renault and Peugeot) and in the South of Sahara (with Japanese
Toyota and Nissan). Hyundai sells 150 000 cars on the continent, it is near 7
times more than Great Wall.
African market are not fully open to China's brands
In their
offensive on Africa, the Chinese brands are supported by their government. «Just
after the crisis, China made present of 50 sedans Great Wall to the Ivory Coast
government. A very beneficial operation for our image ", the managing
director of Rimco in Ivory Coast recognizes. Since then, the public companies
and the administration represent not less than 40 % of the turnover of this one.
" And when the Chinese companies become established in Ivory Coast, they
provide themselves naturally at our home(naturally with us) ", the
distributor congratulates himself, who so sells vehicles Great Wall to
Sinohydro, the manufacturer of the dam of Soubré ( Ivory Coast).
To make
progress their market shares, the manufacturers of the Middle Kingdom implant
assembly plants, in particular in North Africa and in Southern Africa, where
the sold volumes are the most important. Great Wall Motors and Chery already
assemble cars in Egypt, market considered attractive because of its pond of
population of 80 million inhabitants. First Automobile Works announced
industrial projects in South Africa and in Cameroon. Great Wall studies other
possibilities of factories in Senegal and in South Africa. These installations
- which content with assembling rooms come from China - do not represent
colossal investments.
Other work
for the Chinese brands, the improvement of their system of distribution thanks
to agreements with the biggest actors of the continent. The group CAD-CAM,
leading in French-speaking Africa, distribute Great Wall in Morocco, whereas
the number two of the market, Tartaric Motors, represents Chery and JAC Motors
in several countries via its subsidiary Tiger Motors. But both are little
pressed to knot agreements with other Chinese actors and to widen their
existing partnerships somewhere else. The subject is sensitive: for a question
of image, the Japanese and western brands, which they also distribute, do not
want to be sold in the same concessions. CAD-CAM comes besides being acquired
by Toyota Tsusho Corporation.
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