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  "documentTitle": "Global Automotive Study 2023",
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      "text": "Staying successful in China requires more than just a Western brand heritage.",
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      "text": "Established brands should leverage their reputation further to remain strong players in China – but \"heritage\" alone is not enough; technology leadership needs to be retained and communicated. Therefore, more than ever it is essential to tailor the products and services to the Chinese customers if you want to stay among the leading brands.",
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      "text": "Local pride plays a big role in accepting the new brands in their home markets. An expansion to neighboring countries must be carefully planned and prioritized – the competition from Western and especially Chinese brands should not be underestimated. Chinese brands are especially well-received in China but also in several emerging markets. If India and the Middle East are a top priority for Western brands, they should focus their investments – otherwise, a big share of the market will go to Chinese players.",
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      "text": "New brands can easily win in their home country, but expansion will not be easy - except for Chinese manufacturers. New market players immediately make it to the top considered brands in their home markets, such as in Turkey or Saudi Arabia.",
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      "text": "Staying successful in China requires more than just a Western brand heritage. Chinese customers are increasingly interested in their own brands but continue to have strong interest in legacy brands, especially from Germany.",
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      "text": "Source: Simon-Kucher global automotive study April 2023 (n=8235); Overall sample size per question might vary (e.g., due to preselected answers)",
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      "text": "How to act? Spotlight on brand origin and Chinese brands",
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