Global Brand Launch
Auria is a global tier one automotive supplier that was formed by a joint venture of IAC Group, a global automotive supplier, and Shanghai Shenda, a large China-based financial organization.
Auria needed to define itself as an independent brand with a strong product portfolio and nearly a century of automotive heritage behind it.
Given that Auria has offices and manufacturing facilities across the globe, the company needed to gain global exposure. Auria’s CEO was new to the role and sought to gain exposure in the automotive industry as a leader of this new brand.
MARKETING STRATEGY – MBE Group helped create the launch strategy and tactics, along with key assets supporting the new company for both internal and external use.
WEBSITE DESIGN & SOCIAL MEDIA – MBE Group designed and developed the Auria website. The site and social media pages were launched just minutes after the company received approval for the deal from the Shanghai Stock Exchange.
VIDEO – Additionally, MBE Group led the development of a bilingual “welcome” video for use by the CEO to introduce all staff meetings following the launch of the company.
CREATIVE & COMMUNICATIONS – MBE Group developed all materials needed for launch, including press releases and customer, supplier, employee and shareholder letters, and photography.
PUBLIC RELATIONS – MBE Group secured advance interviews with prominent automotive industry publications prior to the company launch and worked with a creative vendor to strategically place advertising at key industry events. MBE Group disseminated an announcement to the global automotive and financial media in conjunction with the Shanghai Auto Show.
EVENT SUPPORT – Following the initial launch, MBE Group supported the execution of multiple “Day-One” events for Auria employees, including and employee town hall event and a multi-cultural launch event for the Auria staff and Shanghai Shenda board of directors.
Auria’s launch was deemed a success by the Auria management team along with the parent companies. Media was receptive to the launch and excited to learn more about the company and its plans for the future. Auria’s CEO was well received at key industry events immediately following company launch.
Website Launch Date Visits
Facebook Engagement (% Followers)
LinkedIn Followers (Per Month)
“Not only does MBE Group have a deep understanding and long history in the automotive OE and Aftermarket industries, they also respect deadlines and the need to work quickly. In the months leading up to the launch of Auria, MBE Group worked to anticipate our needs and was always available to help resolve our communications issues. The team stood with us during the launch and executed flawlessly. MBE Group has become a trusted ally of the Auria communications and management team.”
Senior Director of Marketing and Communications