The first change, before only Toyota was the most eye-catching red, but also the visual core, now Toyota directly canceled;
The second change, before the silver Guangzhou Automobile Toyota four characters turned red, the position was more prominent;
The third change, the biggest independent element before, is Toyota's tauren logo. Toyota's new tauren logo was greatly reduced, and then GAC's logo was added. Moreover, the logo of GAC is placed in front of Toyota's tauren logo, and the size and level of the two are the same.
Generally speaking, the new standard has changed from a single standard dominated by Toyota to a double standard with equal emphasis on GAC and Toyota. Toyota's weight proportion has been greatly reduced, while GAC's logo attribute has been greatly improved, and its importance is even significantly higher than Toyota's.
There is no doubt that this is a move of GAC's self-awakening, and before changing the logo, GAC has already announced the arrival of the independent era of GAC through renaming.
In 2009, Guangqi Honda highlighted the weight of its own brand by changing its name. As we all know, Guangqi Honda was formerly Guangzhou Honda, and its popularity and influence are far greater than Guangqi Honda. But even so, Guangqi Honda stubbornly changed its name. Many people think that there is only one word difference between Guangzhou Honda and Guangqi Honda. In fact, the meaning of the name has changed greatly.
Looking at Guangzhou Honda, most people will think that the subject is Honda, and Guangzhou is just a regional modifier, such as Guangzhou McDonald's, Beijing McDonald's, Tianjin McDonald's ... As for Guangzhou Automobile, I'm afraid only a few people will think of it.
However, after it became Guangqi Honda, people immediately understood that it was a joint venture between Guangqi and Honda, and Guangzhou Automobile was still in front of Honda, which not only weakened its regional awareness, but also strengthened its important position and gradually strengthened its dominance. As a result, Guangzhou Honda, which has a history of ten years, changed its name and surname to start a new voyage!
20 15 12 "Shanghai Volkswagen" became history and ushered in a brand-new "SAIC Volkswagen", which caused an uproar once it was announced! Judging from the brand influence, Shanghai Volkswagen has entered the China market for more than 30 years, and its brand influence is deeply rooted in people's hearts. As a new name, the influence of SAIC Volkswagen cannot be compared with that of Shanghai Volkswagen. However, Shanghai Volkswagen was promoted to SAIC Volkswagen because Shanghai Volkswagen is too regionalized, highlighting the public and diluting SAIC, which is obviously unfavorable to SAIC. Now it is changed to SAIC Volkswagen, but it is deserved. Under the influence of SAIC Volkswagen's renaming, Shanghai GM quickly changed its name to SAIC GM, and SAIC also successfully evolved from Shanghai era to SAIC era.
Of course, compared with Shanghai Volkswagen changing to SAIC Volkswagen, GAC Toyota directly produced GAC's tender, which is much stronger and more determined. Because no matter for an enterprise or a brand, logo and name play an important role and have far-reaching influence. Renaming the name makes the logo re-created, all materials of the whole sales channel need to be updated, and the new name needs to be recognized and accepted by consumers again. The original intangible assets melt like water, and the brand reputation and influence accumulated for many years may be lost because of renaming.
Awakening of Chinese partners' independent consciousness
But for independent brands, this trend of bid change is undoubtedly a positive event. No matter whether the dual logo is enabled or the name is changed, the independent weight is obviously enhanced. Behind the rebranding of GAC Toyota is the awakening of its own brand, which also confirms that GAC's own brand has established a dominant position in the joint venture. From then on, when people see GAC Toyota at the booth or press conference, they will definitely see more striking and prominent GAC colors, especially when the logo exactly like Chuanqi appears on Camry, Highlander and Lei Ling, which is actually an endorsement of Chuanqi in some form.
Guangzhou Automobile Toyota changed its standard, and the waist of its own brand became straighter and straighter.
Of course, some people will think that the double logo is strange. How can the logo be designed like this? In fact, GAC Toyota is not the first person to eat crabs. As early as more than 20 years ago, when FAW-Volkswagen was founded, it became the first car company to start the double-standard strategy. Audi produced by FAW-Volkswagen in the early days did have the eagle logo of FAW, and the overall logo of FAW-Volkswagen was indeed the eagle logo of FAW and VW logo of Volkswagen. However, due to commercial considerations, the scope of use of FAW Eagle has gradually narrowed, but its official logo is still tied to the public.
But in any case, through the small matter of rebranding, we found that the China joint venture partner of our own brand is really slowly straightening up. ...