Home' Local Media Today : April 2008 Contents 10
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1/9/08 5:12:40 PM
North American Launch
Means Revenue for
By Sharon Hill
Sales & Marketing Manager
If you live in the U.S. or Canada, you
might be driving a Zhongxing Grand
Tiger this time next year, according to
Bill Pollack of China America
Automotive Company (CHAMCO.)
More importantly, your newspaper might
be advertising a Zhongxing Grand Tiger
this year. Called ZX Auto for short, this
Chinese manufacturer will introduce its
product line of at least five models by
the end of 2008.
CHAMCO, an automotive distributor
based in Parsippany, New Jersey was
created three years ago to build a bridge
between Chinese automakers and U.S.
buyers. CHAMCO’s Pollack and three
other Chinese automakers spoke to 20
major U.S. newspapers and SNA at a
gathering in Detroit sponsored by
Newspaper Association of America
(NAA) and automotive expert Global
CHAMCO’s plan for advertising ZX
autos focuses primarily on Internet and
newspapers. The ZX advertising budget
is $900 per car, with $300 per car desig-
nated for local advertising by the chosen
auto dealers. The total American adver-
tising budget is $50-$70 million - incre-
mental advertising dollars for the savvy
newspapers that make their case early.
“We must launch nationwide in the
United States from day one,” Pollack told
us. “If you drive into a state that doesn’t
have service you’re in bad shape. We
must be in the whole country.”
While auto dealers will ultimately be the
go-to folks for advertising decisions,
right now there are no chosen dealers.
CHAMCO is the contact, and CHAM-
CO will always retain advertising veto
ZX will offer a sports car, two or three
sedans and an electric vehicle, through
150-400 North American dealers.
CHAMCO will allow dualing – the prac-
tice of one dealership selling more than
one manufacturer’s line.
China’s Geely Automobile of Hangzhou
will launch in the U.S. in 2009, as will
Changfeng Motors of Changsha.
Changfeng might collaborate with
Mitsubishi on distribution. BYD Auto
of Xian is a subsidiary of BYD
Company, one of the world’s largest cell
phone battery makers. It plans on
launching a dual mode vehicle in North
America, probably in 2010.
“The dual mode is a good compromise
between electronic vehicles (EVs) and
hybrids (HEO’s) , because it doesn’t
have to have a charging station, ” said
Henry Li, GM of vehicle exportation at
BYD. “The U.S. and Canadian target
will be city commuters who drive fewer
than 60 miles a day.” BYD started sell-
ing electric vehicles in 2003, realizing
70 percent growth in sales each year.
U.S. and Canadian newspapers have an
early opportunity to show Chinese
automakers how their publications’
online products can kill two major
advertising ploys – Web and print - with
one robust stone.
NAA hosts Chinese automakers in Detroit
Is that a Zhongxing Grand Tiger you’re driving?
Zhongxing, also known as ZX Auto, is
a Chinese producer of SUV's and
pick-ups co-owned by Brilliance China
and Taiwan Unite Leading Co. In 2007,
Zhongxing Automobile was the sec-
ond largest pickup truck manufacturer
in China, after Great Wall.
Zhongxing Automobile awarded a
contract to ZX Automobile Company
of North America, Inc. (ZXNA) to sell
rebadged and upgraded versions of its
Grand Tiger pickup trucks and
Landmark SUVs in the U.S., Canada,
and Mexico in the fourth quarter of
2008. ZXNA is a wholly owned
subsidiary of China America
Cooperative Automotive, Inc. (CHAM-
CO AUTO), a holding management
company incorporated in New Jersey
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