Cars & Rowing in China

Jul 29, 2010

During recent travels, I saw this banner in a hotel in Xi´An in Central China. There were dozens of these posters around. Obviously Buick had a big sales meeting.

Unfortunately, I did not get to talk to one of the marketing managers to find out the connection they were making between Buick and rowing. What does a luxury car brand have to do with the sport of rowing in China?

There was some positive analogy being made between rowing and the Chinese car market, which is number one in the world. Is it the fact that the Chinese National Rowing team got the first gold medal ever at the Olympic games in Beijing? Maybe it is the idea that rowing is a global symbol for teamwork? Or is it the strength and the beauty of the sport of rowing?

Perhaps it is all these ideas (and more) that makes rowing such a powerful image.

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