Lifan Motors
It's Your Turn. Put Lifan Motors on Brazil's radar, build a brand strategy from scratch, and launch the X60 compact SUV.
It's Your Turn. Put Lifan Motors on Brazil's radar, build a brand strategy from scratch, and launch the X60 compact SUV.
We started with a full diagnostic:
Deep-dive qualitative research — surveys, focus groups, expert interviews — plus quantitative studies on how Brazilians buy (and dream about) cars.
In Brazil, a car isn't just a way to get around. It's a statement. A symbol of social mobility. While the dream car is an SUV packed with features, the reality for most is a bare-bones hatchback. The X60 hit the sweet spot: stylish design, fully loaded, SUV look and feel, affordable price point.
We launched with a clear message: "Lifan, now it's your turn." The X60 was positioned as the car that finally gives people what they want, without compromise. Two simple truths led the narrative: "You're smart with your money" and "You deserve a car that looks like success."
