- Advertisement -
Monday, November 4, 2024
Home Features Features Why China's Dongfeng Trucks wants to sail to success

Why China’s Dongfeng Trucks wants to sail to success

Launched in 1973, the Volvo Ocean Race has a long tradition of being one of the toughest sporting events in the world. Over nine months, participants battle harsh weather, choppy seas and gruelling living conditions as they sail around the world for a chance to win the highly coveted trophy.

The 12th race started in October last year from Alicante in Spain, and will end this June in Gothenburg, Sweden. In December 2014, the race came to the UAE, with Abu Dhabi hosting a stopover. From there, the teams set sail on January 3 for Sanya in China – the home country of Dongfeng Trucks, which is sponsoring the Dongfeng Racing team.

Commenting on the company’s decision to back a team in a sailing tournament, Mark Turner, founder and executive chairman of OC Sport – a sports marketing firm that specialises in sailing – says generating brand awareness was a large part of the equation.

“The Dongfeng Trucks brand has only been in China, just starting to expand, and they needed a vehicle to help them take that globally. [The race] is a first way to start getting the brand awareness out there,” says Turner, whose firm is managing the Dongfeng Race Team.

But why sailing, as opposed to a sport with more viewers?

“One thing about sailing is it attaches a more premium image to a brand. And ultimately that’s probably what most Chinese brands need to do as they export. They’re not going to win if they’re just seen as the cheap and cheerful brand,” he insists.

Moreover, using sport in an advertising campaign can build a connection with potential buyers, Turner points out.

“What sport can do is it can bring an emotional connection where pure business talk doesn’t. I can try to sell you a truck, I can sell you on the specs of a truck, or on the brand, but Dongfeng’s a young brand. But the third thing you have is obviously the emotional connection.”

This is enhanced when buyers interact with team members at race stopovers, he explains.

“You have a connection with the brand through the Dongfeng race team, then it’s going to make a difference down the line. The emotion of sport is very, very powerful.”

So far, the Dongfeng team is proving its worth on the water: the crew finished first on the leg to Sanya, sailing 5,403 nautical miles in 23 days, and they now lead the overall competition. Their victory seems to drive home Turner’s message: Dongfeng is a truck brand to keep an eye on.

- Advertisement -
Jerusha Sequeirahttp://www.meconstructionnews.com
Jerusha Sequeira is a reporter contributing to Big Project ME and Truck & Fleet ME magazines. She writes news and features on topics across the construction, machinery and commercial vehicles industries in the UAE and wider Middle East and contributes to the digital platform daily. She graduated from the American University of Sharjah in 2014 with a BA in Mass Communication/Journalism. Jerusha has previously interned with the local daily Gulf News, and has worked with on-campus publications at AUS.
- Advertisement -

Most Popular

Al Masaood and Dongfeng launch distribution partnership in UAE

Al Masaood Commercial Vehicles & Equipment (CV&E), part of renowned business conglomerate Al Masaood Group, hosted a major event this week in Dubai to...

SAF-HOLLAND showcased its entire brand portfolio for the first time at the IAA

SAF-HOLLAND has said it showcased its entire brand portfolio for the first time at the IAA Transportation show in Hanover, uniting all its companies...

The Kia Tasman rolls into Jeddah after UAE testing

Kia Corporation has officially introduced the Kia Tasman, its first-ever pickup truck, showcasing advanced capabilities for both work and leisure. Debuting at the Jeddah...

INDU Kishore Logistics breaks ground on state-of-the-art logistics facility

Dubai South, the UAE’s largest single-urban master development focused on aviation, logistics, and real estate, has partnered with INDU Kishore Logistics to break ground...

Related News

BMW Middle East showcases luxury and sustainability at Dubai Design Week

BMW Middle East is returning to Dubai Design Week as the exclusive Automotive Partner for the third consecutive year, presenting a unique pavilion that...

SAF-HOLLAND showcased its entire brand portfolio for the first time at the IAA

SAF-HOLLAND has said it showcased its entire brand portfolio for the first time at the IAA Transportation show in Hanover, uniting all its companies...

The Kia Tasman rolls into Jeddah after UAE testing

Kia Corporation has officially introduced the Kia Tasman, its first-ever pickup truck, showcasing advanced capabilities for both work and leisure. Debuting at the Jeddah...

INDU Kishore Logistics breaks ground on state-of-the-art logistics facility

Dubai South, the UAE’s largest single-urban master development focused on aviation, logistics, and real estate, has partnered with INDU Kishore Logistics to break ground...

Cargostore and HALEYS reveal high-spec trailers for Qatar

Cargostore Worldwide and HALEYS Group Middle East have joined forces to provide essential logistical infrastructure for the nation's expanding offshore energy projects. The collaboration...

LEAVE A REPLY

Please enter your comment!
Please enter your name here