Prior discusses how new brands can capture the attention of UK drivers with an element of familiarity
I have a dim and distant memory of two Bullseye contestants winning the darts game show’s star prize, which, perhaps or perhaps not unusually, wasn’t a speedboat but a car. As it was surprise-revealed to them , I think one of the pair said slightly dismissively “it’s a Proton!”, to which host Jim Bowen replied “it doesn’t matter, it’s a car!”. Alas, my YouTube searching hasn’t yet revealed whether my recollections are accurate.
And I tend to think that, in addition to the price offering, knowledge and memory of the brand, even if it’s as dim as my recollection of Bullseye, matters to buyers. Last year, MG took a UK market share of more than 4%, outselling Skoda and Peugeot and almost matching Hyundai. Zhang doesn’t necessarily think that having unknown brands is a problem, though.
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