CANBERRA, Dec 21st 2004 – Holden Ltd. confirms its long-awaited export program to China with plans to introduce the Buick Royaum, based on Holden’s Statesman and Caprice luxury cars early next year.

China will become Holden’s sixth export program in the Asia/Pacific region joining South Korea, Malaysia, Singapore, Thailand and New Zealand.

Officials from Shanghai General Motors Automotive Co. Ltd. recently unveiled the Buick Royaum in a ceremony in Beijing.

The Holden cars’ reputation among the world’s largest luxury sedans will be leveraged in Buick’s campaign directed at rear-seat passengers, such as Chinese government officials and business elite's.

The Buick brand was chosen by GM China because it represents the most popular GM brand in the Chinese market. The word Royaum is based on a French word that reflects the Chinese words Rong, meaning sense of duty, and Yu, representing high social position and authority.

 

 

 

 

 

 

 

 

 

 

 

The Holden program brings together four years of strategic research and discussion with Chinese automotive executives, including a range of product clinics in 2000 and detailed customer focus groups earlier this year.

Holden Chairman and Managing Director Denny Mooney says he believes the Buick luxury cars will strike a chord in a market in which rear-seat passengers, rather than the drivers, are the target audience.

“The Statesman and Caprice have a deserved reputation in Australia and the Middle East as the benchmark sedans for executives (who ride) in the back of the car,” Mooney says.

“Holden’s Chinese program will add to the diversity of our exports and maximize flexibility to manage changes in demand in various markets. Holden has a responsibility within GM to ensure that specific market needs and quality expectations are met, and programs such as the Buick Royaum reinforce that responsibility.”

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Chris Gubbey, Shanghai GM executive vice president, says Royaum will further enhance the brand image of Buick in the Chinese marketplace.

“This launch again proves the advantages in Shanghai GM in leveraging and integrating GM resources for the Chinese market and meeting local demands from an international array of choices,” he says.

The Buick Royaum initially will offer Holden’s advanced new Alloytec 3.6L V-6 engine, consistent with the Australian market offering, as well as a 2.8L version also being prepared for Holden’s long-wheelbase export program to South Korea in early 2005.

The vehicle has undergone local testing to ensure it is suitable for local road conditions and complies with Chinese regulations.

Royaum will be available in March in more than 20 Chinese cities, including Beijing, Guangzhou, Shanghai and Shenzhen. The model then progressively will be introduced nationally through more than 250 Buick dealers. GM has not released sales forecasts.

The Royaum launch date strategically was selected by Shanghai GM because it represents the sixth anniversary of Buick production in China, commenced at Shanghai GM’s Jinqiao plant.

 

 

 

 

 

 

 

 

 

 

 

Story courtesy - Wards Auto.Com

 

Pictures courtesy -