Saatchi & Saatchi Drives Home Deal with Wuling to Bring China’s Biggest Automotive Success Story to Indonesia

Saatchi & Saatchi has won a competitive agency pitch to launch Chinese automobile manufacturer SGMW in Indonesia.

The extensive win will see Saatchi & Saatchi and its partners manage the market entry strategy in Indonesia for the next three years. 

SGMW, the makers of Wuling, is the strong leader in the mini commercial vehicle, MPV and small car sectors in China, and is a joint venture between GM, Wuling and SAIC. With a significant investment planned for Indonesia, PT SGMW Motor Indonesia will build a factory complex at Cikarang, Bekasi. The factory capacity can produce more than 150,000 cars per year and will look to export throughout South East Asia. Backed by the high quality and strict standards brought to the partnership by General Motors, Wuling will set a new benchmark for automotive and manufacturing quality in Indonesia. 

Rohit Padukone, General Manager Saatchi & Saatchi Indonesia, said: “This is a massive win for Saatchi & Saatchi Indonesia, which places Wuling among the top 3 brands in the agency’s portfolio”. 

According to PT SGMW Motor Indonesia, Saatchi & Saatchi was the best candidate and collaborative partner for them to achieve success in Indonesia. 

Rohit Padukone further explained the successful strategy. “We shared considerable insights into the automobile industry in Indonesia and presented the challenges that automobile brands need to overcome in this market. Our approach in presenting a clear road map and strategy, rather than jumping direct into communication ideas, was really appreciated by the client.” 

Saatchi & Saatchi Indonesia Executive Creative Director Alex Tagaroulias added, “Working on a challenger brand with the ambition of Wuling is a dream for any creative. We can’t wait!” 

Saatchi & Saatchi have partnered with Zeno Indonesia (Public Relations), Starcom (Media), YouGov (Research) and Guerrilla (Brand Engagement) to custom design and implement a complete communications and marketing programme for Wuling in Indonesia.


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