According to The Beijing News, the competition between auto companies competing to get sole sponsorship rights to the 2008 Beijing Olympic
Games is getting fierce. After BMW was removed from the competition, perhaps because it products were perceived as being too elitist, VW and Hyundai seem to be in the lead, but GM is still a strong contender.
As the first multinational car maker in the Chinese market, VW is very keen on this opportunity to increase its brand awareness in China. VW has good guanxi and a wide product line, which is probably its main advantage. Last year, the president of VW group visited the Beijing Olympic Games Organization Committee, afirming his ambition to be the exclusive auto sponsor for 2008 Games.
Beijing is the production base for Hyundai China, which is probably its main advantage. In recent years, Hyundai has sponsored many large sport events: it had the sole car sponsorship rights for the 1988 and 2004 Olympic Games, 2000 and 2004 European Football Championships, 2002 and 2006 Football World Cup.
As the world biggest auto company, GM has already been the auto sponsor of the 1984, 1996 and 2000 Games.
The winner was supposed to be announced at the end of March, but the decision making committee has been dragging its heels. Can you gue$$ why?
The top left image is from the Beijing News.