No time to waste as China's auto industry coaxes drivers back to showrooms after lockdown

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Automakers' promotional campaigns include disinfected cars and vehicles perfumed with traditional Chinese medicine. FMTNews China Automotive Covid19

BEIJING: China’s auto industry has gone from zero to sixty in its post-pandemic campaign drive, with manufacturers and dealers quick to woo back lockdown-weary consumers through campaigns as unusual as a makeup-promoting personality touting car leasing.

The plug is just one part of an eruption of promotional campaigns featuring steep discounts, cold-calling and gimmicks, from an industry obliterated by government restrictions on movement imposed in January to curb the spread of a virus which in China has infected 81,000 people and caused 3,300 deaths.

With authorities gradually easing restrictions, automakers and dealers have started the engines on their promotional machinery to undo what consulting firm IHS Markit described as an “unprecedented and almost instant stalling of demand”. Family sauna equipment supplier Mo Xiufeng, 40, was at the same dealership viewing the same vehicle to make a purchase he had been chewing over since before the lockdown.

Due to the campaign, SGMW’s nationwide is a picture of even quicker recovery. A spokeswoman said March registered at least five days of sales surpassing 5,000 vehicles, with one day reaching 6,000, exceeding last year’s daily average.Still, industry bodies have called for government help including purchase tax cuts on small vehicles, support for sales in rural areas and eased emission rules.

 

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