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Visionary Vechicles - HWH Drives Strategic PR for Controversial Auto Maverick -- Malcolm Bricklin and His Company Visionary Vechicles |
| Ojective: Establish and promote the concept of Chinese cars coming to the United States |
| Results: The PR coverage generated more than $100 Million in ad equivalency via more than 100 TV/Radio segments and 100's of print articles. |
Malcolm Bricklin, the controversial auto pioneer who brought Subaru and Yugo to North America and in 1975, built the world's safest car – the Bricklin Safety Vehicle, plans to bring the first full line of Chinese-built vehicles to North America in 2007. Malcolm's company, Visionary Vehicles, hired HWH in mid-November 2004 towards the end of a year-long negotiation with Chery Automobile Company of China, in preparation for a major announcement. Visionary Vehicles signed an agreement with Chery in mid-December. The story of the first Chinese cars to come to the United States broke January 2, 2005 with an exclusive front-page story in the Detroit News/Detroit Free Press.
The Program
The evolution of the messaging was carefully planned and executed, with keen attention to which stories would resonate best with North American media outlets. HWH's messaging strategy revolved around five main themes:
• Chinese-made cars are coming to North America
• A dynamic partnership between Chery and Visionary Vehicles will make the importation of Chinese cars into the North American market a reality
• Visionary Vehicles and Chery are redefining the price of luxury
• With its superior line of vehicles and a revolutionary retail concept, Visionary Vehicles is overhauling the way Americans buy cars and trucks
Chery and Visionary Vehicles represent “what's next” in the auto industry |
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