search
SAIC Group: Evolution from “Santana” to “Roewe”
Supervising Professor: Xiang Bing; Case Researcher: Jiang Desong [ Language available : Chinese ]

China’s car industry is chasing a dream of “independence”. SAIC has high hopes that its Roewe will not just become the next Santana. This case analyzes the hes case analyzes that al resource allocatio” shift SAIC has gone through. It aims to show that the value of SAIC’s transformation is far reaching for a luxury car industry established with an independent mindset, craving its own brands.

Understand China from the inside

Subscribe to our monthly newsletter today!

  • follow us