Steering the Narrative: Launching a Luxury EV Brand on China's Top News Portals

When AeroDrive Motors, a premium European EV manufacturer, decided to enter China, they faced a market already saturated with domestic giants and established international players. To carve out a premium positioning, we bypassed traditional ad-buys and focused on a highly authoritative Press Release strategy. We targeted the automotive and business sections of Sina News, Baidu News, Toutiao, and Netease to establish AeroDrive as a pioneer in sustainable luxury.We crafted distinct angles for each platform: Netease and Sina featured long-form interviews with the Chief Design Officer to highlight craftsmanship, while Toutiao’s algorithm was fed with dynamic, tech-focused articles about the car's autonomous driving capabilities. Baidu News was utilized to capture high-intent searches for "premium imported EVs."