Why localised storytelling is the future of Chinese automotive branding
We were one of the first local agencies to help Chinese automotive brands establish a real digital footprint in the Middle East and Africa. From day one, we knew this market demanded more than a simple translation of global content.
It needed a transformation — an approach built on genuine understanding of local cultures and preferences. What gave us an edge was our ability to navigate both sides: we understood the expectations, mindset and brand language of Chinese clients just as well as we understood what resonates with consumers in this region.
That balance made all the difference in how we brought their stories to life, in a way that felt both relevant and authentic.
Chinese automotive brands on the rise
Chinese automakers are gaining ground fast across the region.
They've reshaped the global car market with a mix of design, technology, and accessibility.
But growth in the Middle East and Africa isn't automatic. Success depends on making a brand feel local — giving it a voice that fits.
Navigating challenges
Competition here is tough. Legacy brands have built decades of trust.
For automotive brands looking to deepen their roots in the region, the challenge is clear: how do you stand out and build authentic connections?
It's not just about the car — it's about understanding the people.
In this region, people look for brands that understand their lifestyle and reflect their identity — not just manufacturers of vehicles. A global strategy is only as good as its local relevance.
Cheil's approach
We worked closely with our clients to create an integrated strategy centred on culture, not just content.
We focused on passion points like innovation and lifestyle, and built a multi-faceted plan that combined always-on digital storytelling with key offline activations.
This wasn't about ticking boxes — it was about listening to the market. Every post, event, and collaboration was designed to reflect how people here live, drive and connect.
Our journey
Our work wasn't a campaign — it was a journey. We built partnerships with trusted regional voices and created content that resonated during moments that matter.
Through both online engagement and offline experiences, Chinese automotive brands became more than names — they became part of conversations about innovation, progress and culture.
We also celebrated the region's heritage alongside Chinese innovation — not just showcasing products, but building bridges between cultures.
It's a big part of why these brands aren't just growing their presence — they're building engaged communities.
Looking ahead
The future belongs to brands that connect on a deeper level. In the Middle East and Africa, storytelling will matter more than ever.
Our current focus is on deepening two-way cultural storytelling — continuing to celebrate both local identity and Chinese heritage.
When brands respect and reflect the people they speak to, real loyalty follows.
Final thoughts for automotive brands
Growth in this region isn't about being everywhere. It's about being meaningful.
Chinese automotive brands have an incredible opportunity — but lasting success will come from relevance, not reach.
Our journey shows that when brands commit to listening, adapting and celebrating culture, they don't just grow — they thrive.
At Cheil MEA, we believe it's not just about building brands. It's about building connections that last.
By Wang Junwen, Group Director – Omnichannel, Cheil Middle East & Africa
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