Brilliant product, broken playbook: How some Chinese brands are squandering their moment
Dec 18, 2025 | 9 min read | 1,593 words | Share article
Mike Sinclair
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Alexander Corne and John Kananghinis
Chinese carmakers have closed the product gap in record time. But two Australian brand-building veterans argue they're botching the sales and marketing execution – and that’s why many will struggle to survive.
The product problem is solved. The brand problem isn't. That's the unfiltered assessment from two car guys who've spent decades building premium automotive brands in Australia. And who now watch a parade of newcomers repeat mistakes that could have been avoided with
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Great article – but you also need to consider that the old dogs with the old playbook need to adapt…selling ICE and EVs is different. Tech knowledge and associated support is critical