The SAIC Motor Passenger Vehicle Co and Bitauto.com decided to hold a large MG GT test drive activity, on Oct 29, to introduce the driving experience to young customers, especially those born after 1985, who can enter the market on Nov 11, for whom this fashionable mid-range, high-performance MG GT was designed. SAIC’s Passenger Vehicle joined hands with Bitauto, China’s largest Internet auto business, in changing the traditional model where customers came to the dealer for a test drive, by holding this large test drive activity that people could join instantly just by registering. This new form of cooperation also got support from a strategic partner, Tencent.

Instant registration for a free drive

Anyone born after 1985 is about to reach 30 and is confident and suspicious of blind adherence. They’re passionate and venturous and are a rising force in China, favored by globalization and the Internet, who simply can’t live without a mobile phone or mobile device. Their life contains virtual and real elements, thanks to their mobile phone and Internet technology. The post-1985 generation tends to enjoy each and every segment of their fragmented time.

So, SAIC’s Passenger Vehicle worked with Bitauto to embrace this with the test drive activity in 25 of China’s major cities, including Beijing, Shanghai and Chengdu, with a theme of no-delay, free driving. The event is expected to gather vehicle lovers for an enjoyable instant test drive. Bitauto responded by developing a special app, “iLoveMG”, and a special page, HTML5, so people need only scan the ad or QR code on a vehicle and download the app to book a test drive. Those who arrange a vehicle can enjoy free car delivery and a test drive, whether they’re at the office, having dinner, or just hanging out with friends, giving them close contact with MG GT’s British style and passion.

The MG GT is the fourth generation of GT and brings with it the pure GT style but with a brand new British design for modern trendsetters who like aestheticism. It also contains SAIC’s CUBE-TECH, a new generation powertrain, as well as inkaNet 4.0 intelligent technology. So, MG builds models for the younger generation who are passionate and have a sense of worth and individuality, with strength, power, accurate control and intelligence.

Moving with the times and cooperating to build innovative model

With the rapid growth of the mobile Internet, life, social contacts, consumer habits of young Chinese are changing. With rapid market changes, SAIC’s Passenger Vehicle moves with the times and the cooperation with Bitauto is one example. IResearch tells us that Bitauto had 67.5 million users in the second quarter of 2014, putting it in first place in the industry for several quarters in a row. Biauto introduced its C2B and B2C e-business sites, which quickly became a very important e-business force. The company has combined industrial resources over the years and accumulated much valuable experience in building an O2O user experience, which was important for this cooperation, where SAIC’s Passenger Vehicle joined it for this test drive activity. This changed the traditional model where potential customers were attracted by a heavy advertising campaign to test new vehicles, with an innovative app for test driving in fragmented time, with better test venues for different experiences, and customer ease and convenience.

Rapid market changes can be both a challenge and an opportunity as can be seen by this cooperation between SAIC’s Passenger Vehicle and Bitauto, with their use of both online and offline resources to increase brand and product influence and bring consumers a better driving experience. The auto-Internet partnership is a model of innovation in marketing that crosses boundaries and, no doubt, will benefit and innovate China's automobile business.