Who owns who, and who works with whom? Let’s discover the main groups of vehicles that are in demand when you want to sell any car in Dubai.
The name that is associated with high-end vehicles oriented towards sportiness, has several brands like the Rolls Royce brand. BMW group bought the Rolls Royce in 1998, giving rise to more modern models, including the fabulous Phantom in 2003.
The German group also has the Mini brand. A name associated with driving pleasure that comes as a part of the BMW’s DNA. The acquisition of the Mini dates back to 1994, and the first model left the factory in 2001.
After owning the Chrysler group a few years ago, Daimler separated from it in 2006. The brand now includes Mercedes-Benz, Smart, and Maybach.
With the in-depth renewal of its range around 2010, the brand with the star remains in very good market health. And if Maybach suffered a serious setback with the 57 and 62 models, Smart is doing rather well by remaining alone in the niche of micro cars intended for large cities
Although Ford had a very large number of brands in 2006 (8 in total), now it only has Lincoln. The brand retains shares in certain other manufacturers, but this remains very minor (eg: 3.5% of Mazda’s shares).
The American group is one of the strongest in the world even if it has shed many brands in recent years due to the financial difficulties encountered. The group has lost up to 95 % of the share value on the stock exchange.
In the past, GM owned Pontiac, Saab, Saturn, Hummer, and Opel (whose models were used for much of the Buick lineup).
Today the group consists of Chevrolet, Cadillac, GMC, and Buick.
It is one of the largest automotive groups in the world, and one of the celebrities that go easily without a big drop in car valuation in Dubai. Toyota is fighting for first place with Volkswagen, which gives rise to a suspenseful match every year.
The group is divided into several brands, in particular Lexus which is the luxury branch of Toyota (exactly like Infiniti compared to Nissan). We can also mention Scion which is a badge used for the American market, and whose positioning is lower end, unlike Acura and Honda.
The strength of the group is in its diversified products that meet a maximum of needs: this ranges from high-capacity 4X4s to hybrids, including micro-city cars, and luxury sedans.
Without forgetting that the legendary reliability of the brand gives it a good image in the market. We can therefore see that a brand can become number one without having to offer ultra attractive models because we admit that the Toyota/Lexus are not always the most charming, but they are always reliable.
Neck and neck with Toyota for world leadership, the Volkswagen Group bought Audi (Auto Union) in 1965. The brand with the rings today embodies the premium of the group, while Volkswagen is positioning itself as a top-of-the-range consumer brand ( what Peugeot wants to aim for). In this group, we find Skoda and Seat acquired respectively in 1991 and 1986.
At the top of the basket, ie ultra-luxury, we find Porsche, Bentley, and Bugatti in this group. Let’s not forget to mention the exceptional Lamborghinis which benefit from the entity’s advanced technologies (and which share certain engines and chassis: R8 I / Gallardo – R8 II / Huracan).
Besides being a manufacturer of most-wanted motorcycles, Honda has also created a luxury brand whose positioning is more premium: Acura. This brand is desired a lot and is popular in the USA, Mexico, Russia, and China.
Stellantis Group (FCA and PCA)
The French group brings together Citroën, DS, Dodge, and Peugeot, with a positioning that tends to change: Peugeot is the high-end generalist, and Citroën is responsible for selling more popular models. It’s hard to accept that this group that once had great prestige, is relegated to a simple generalist brand that sells plastic cars (Cactus and C3 III).
Coming at the fourth rank of the biggest automakers in the world, the group is trying to exploit its past prestigious image by transferring it to a new brand: DS. With its top-of-the-range, but at the same time ambiguous or even paradoxical positioning. But the strategy seems risky, especially since it is difficult to match the Germans (technically speaking).
In 2017, PSA acquired Opel and became the second manufacturer in Europe. However, we will have to remain vigilant because the German brand is not necessarily in very good shape. In 2020, PSA then merges with FCA (Fiat Chrysler Automobile).
The Korean group is now recognized for the high quality of its models. Their work is bearing fruit today with sales that are doing very well. A prestigious brand must see the light of day: Genesis.
Hyundai has been around since 1967 and bought out Kia in 1998.
In 1999, Renault bought half of the capital of Nissan. However, the two brands are intimately linked but at the same time remain relatively independent (Renault owns more shares of Nissan than the reverse: 43.5% against 15%)
The group also owns Infiniti, the luxury brand derived from Nissan which sells fairly well. On the other hand, there is Dacia, Renault’s low-cost brand, which is performing well financially. In the same vein, Lada is now partly owned by Renault (around 50%).
In 2016, Mitsubishi acquired 34% of the capital for approximately 2 billion euros.
In 2017, Renault launched a new brand: Alpine. In the same idea as DS, the goal is to sell higher-end vehicles to increase margins (because it is in luxury that they are the most important proportionally speaking).
Finally, Renault owns a good part of Samsung Motor (Samsung has a lot of businesses, it’s one of the biggest companies on Earth). As for Nissan Brand, it also has Datsun (100%), Mitsubishi (34%), and Venucia (50%).
Car brands depend heavily on their image, each tries to link the brand with the personality of the driver. Do you like trying new car brands, or do you stick to the one you trust?
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