Can the perception of global brands vary dramatically across different cultures?

You betcha! Once again, China proves that it is not a homogeneous part of the global marketplace.

Which car brand has the most cachet in China?

Well, according to a recent article in the New York Times, unless you are a retired pensioner, it is best to avoid a Mercedes-Benz in China if you want to make a statement of subtle and assured power. To add insult to injury for German car makers, despite improving sales, the BMW has acquired a reputation as the car for the arrogant and rash, rather than as a status symbol of the successful, upwardly mobile business executive of the West.

On the other hand, General Motor’s Buick brand – largely unknown outside of North America and once acknowledged by GM as ‘damaged’ in the US – has amazingly positioned itself in China as a top-tier luxury car.

However, in a country under the firm control of the political elite underpinned by a Byzantine bureaucracy, any brand bestowed with the patronage of all-powerful government officials is likely to be the one with the highest cachet.

Yes, ladies and gentlemen, if you are an up-and-coming bureaucrat in China, the only car for you is the Audi A6 – Jeremy Clarkson, eat your hat!

Finally, a recent post on Sina Weibo, China’s most popular social media site, appositely sums up the current state of car demographics:

“A gathering of Mercedes indicates a get-together for old folks”, the writer said. “A group of BMWs means young nouveau riche are about to run someone over and have a party; several Audis, and you know it’s a government meeting.”

So don’t forget when promoting your product in a new locale, make sure your brief clearly and explicitly identifies your target demographic. And don’t make assumptions about their behaviour based on domestic perceptions.

Remember, any narrative-type content will require adaptation: “Clint, driving his ’98 Caddy down Highway 101, clutching a Starbuck’s latte in one hand with ZZ-Top blasting out of his iPod” will need a light touch to ensure that the message gets across in Shanghai, Novosibirsk or Doha.