Dongfeng Yueda Kia to launch self-developed brand
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Source: Huanqiu Online
Published: March/23/2011 15:12
Dongfeng Yueda Kia revealed recently its joint venture (JV) company will launch a self-developed brand, "which will possibly enter the market by 2012," according to The Economic Observer.
An employee of the JV said they will "launch economical cars with reasonable prices." Dongfeng Group has been dedicated to developing independent brands. Joint ventures under the domestic brand such as Dongfeng Honda and Dongfeng Peugeot Citroen Automobile have all launched their own self-developed brands.
The joint venture has launched some high-end products such as Sportage R and K5 before. Analysts showed their concern that developing an economical independent brand may pose negative effects for the company in its quest for a high-end brand image.
