Sauvana – American Launch Event for Chinese SUV to Global Markets

Situation: Foton, a Chinese car and truck manufacturer, wanted to compete in global markets with their new Sauvana SUV. To do so, they partnered with Cummins on the production of diesel engine . To emphasize it’s American roots, (even though the Sauvana couldn’t be sold in the U.S.) Foton decided to hold the press launch in Columbus, IN inviting press from four continents.

Solution: Having worked with PriceWeber previously on the GTL truck launch, Foton called on PriceWeber to assist with everything from the engine plant tour and press event to a ride-and-drive at a dude ranch. We developed the theme, “Heart of a Cowboy” and built the press experience around it.

Success: The Foton Sauvana launch event went flawlessly, and was chronicled in two videos shot and edited by Richmarc Productions. The videos were well received and posted on social media, while the Sauvana received positive reviews and had a successful launch.