Re-Launching the Maxus Brand Into Thailand with Commercial EV Capability

CHALLENGE

Recently, TMA was trusted to manage the press conference for MAXUS, a subsidy under SAIC Motors at the 47th Bangkok International Motor Show. The brand is making its relaunch into the Thai market after 12 years, featuring its strategic offerings of a full lineup of commercial vehicles. The business expansion aims to market EV commercial vans and pickup trucks for urban logistic, rental fleets, and transportation as part of its regional push into electric mobility.

SOLUTION

TMA embarked on the strategic planning to cater to MAXUS’ needs for reputation, as well as media exposure. The main task was to oversee the press conference at the Motor Show, which were participated by the client’s esteemed guests and myriads of potential business partners. TMA invited leading automotive media to the launching press conference, as well as setting up a group interview for MAXUS’ executive in order to deliver the key message regarding the business expansion, the brand’s vision in Commercial EV for the Thai market, along with partnership movement. The highlight was placed on the full lineup of the commercial EV products, spanning light commercial vehicles (LCV) from the “eDeliver” series to the popular EV pickup model, the “eTerron9”, unveiled for the first time in Thailand.

RESULTS

• Welcomed over 200+ Media Representatives present the press conference event.

• Secured 8 top executive one-on-one interview sessions with top Thai automotive media, such as Bangkok Post, Daily News, AutoLife Thailand, Grand Prix Online, AutoSpinn, etc.

• 158 Pieces of Media Coverage were achieved, which was considered very extensive despite being a commercial brand, rather than the mass passenger sedan ones.