Quality products as soft power
As China seeks to improve its trading relationships with Brazil, it's using new cars to send a message to Brazilians.China tries to win over Brazilian consumers
Here in Latin America’s economic giant, the prevailing image of China has been that of an unquenchable consumer and the manufacturer of all things cheap.
But the opening of 55 glitzy JAC Motors dealerships in Brazil, all selling sleekly designed cars built in China, has helped Chinese officials and businessmen present a different image of their country, as modern and dynamic…
“The Brazilian image of Chinese products – it’s changing very fast,” said Sergio Habib, 52, a Brazilian businessman who has imported Jaguars and Aston Martins and now runs the JAC dealerships. “We are helping that with JAC cars.”
All over the world, China is using its powers of persuasion — through its products, its potent economy, an increasingly sophisticated diplomatic service and the appeal of its culture — to win over consumers and make it easier for Chinese companies to enter vital markets and secure raw materials.
Analysts call it soft power, and it is wielded differently in Asia, where China is trying to placate neighbors jittery about its military, than in the United States, where concerns often center on Chinese authoritarianism and unfair trade practices…
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posted by Ken Wedding @ 1:20 PM
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