Promoting Glocalisation in China

Jun 29th, 2015
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University of Cosmetology Arts & Sciences - Harlingen
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Guangzhou Honda Automobile Co. Ltd. (GHAC), one of China’s big five automakers, took one giant step forward towards glocalisation as it established a wholly owned R&D subsidiary in China, with an initial investment of RMB 2 billion.2 Earlier, this JV had successfully exported its popular Chinese compact.

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Guangzhou Honda: Promoting Glocalisation in China"Vehicle preferences in China can't be compared with any other country, and meeting local demand will be helpful in expanding market share,"1Fu Shoujie, Executive Vice Director, Guangzhou Honda.Guangzhou Honda Automobile Co. Ltd. (GHAC), one of China's big five automakers, took one giant step forward towards glocalisation as it established a wholly owned R&D subsidiary in China, with an initial investment of RMB 2 billion.2 Earlier, this JV had successfully exported its popular Chinese compact model "Fit" (which had a high mileage of around 20km/liter) to EU countries under the brand name of "Jazz".3 GHAC was also the first Sino-foreign JV to start developing the vehicles locally, instead of previous practice of assembling the foreign brands. The JV had been able to market its products in much lower price than other Sino-foreign JVs as it raised the use of the Chinese-made spare parts from 40% in 1999 to 80% in 2006.4 Guangzhou and Honda had also established China's first solely export-oriented automobile manufacturing JV in 2005. Though, Sino-foreign JVs was a common phenomenon in the Chinese manufacturing industries, very few firms like GHAC had been able to do justice to their set objective of "Think Global, Act Local".The Chinese Auto IndustryThe Chinese Auto Industry's history dated long back to 1950's. The Auto Industry in China owes its origin to the First Five Year Plan (1953-1957)5. The first Chinese automobile

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