It was reported on October 28 that Guo Tiefu, the former senior director of Gaohe Automobile Marketing and Public Relations, has quietly joined Lotus as the general manager of public relations and senior marketing director of Lotus China.
It is understood that in 2006, Guo Tiefu obtained a master’s degree certificate from Ghent University in Belgium, one of the top 100 universities in the world. At that time, he was studying knowledge and information management at Ghent University in Belgium. After graduating, Guo Tiefu devoted himself to joining the automobile brand, more than ten years ago.
Judging from Guo Tiefu’s past experience, Guo Tiefu has served many well-known car companies such as Volkswagen Import, Jaguar Land Rover, Bentley and Audi, and has many years of work experience in high-end car brand communication.
At the same time, Guo Tiefu took over Borgward in 2015 and served as the brand communication executive director. He was deeply involved in the communication and marketing planning of Borgward in the early stage of entering the Chinese market. He was one of the early planners for Borgward to enter the Chinese market. He is mainly responsible for the construction of Borgward’s brand image. As a car brand that has been dead longer than alive, Borgward at that time did not know how to stand out besides selling blood and telling stories.
In 2015, Beiqi Foton bought Borgward, but as a luxury brand that has disappeared half the world, it has neither the popularity of Mercedes-Benz, BMW, and German luxury brands, nor the independent feelings of private enterprises Geely and Dongfeng. Guo Tiefu wants to start planning from a zero basis, and tell people the story of building a pure German brand.
In 2016, Borgward launched its first SUV model, BX7, and its marketing slogan also pointed to BBA, promoting itself as the fourth luxury brand among German models, and launched a new concept of BBBA, the packager of this concept. It is “Guotiefu”.
With a pure German bloodline, the Borgward brand’s performance in China after the launch of the Borgward BX7 can be said to be refreshing. The BX7 has accumulated sales orders of nearly 40,000 units within a few months of its launch. And build 120 Borgward auto dealers within a year, laying the foundation for this brand that has returned to the public eye.
In June 2017, Guo Tiefu was promoted from the executive director of brand communication of Borgward Automobile (China) Co., Ltd. to the executive deputy general manager of the marketing company. In fact, he went up and down. Soon he resigned from Borgward Automobile, and the Borgward brand gradually gradually Fading out of the public eye, sales are also declining.
On April 20, 2018, Guo Tiefu joined China Express and its luxury smart pure electric brand Gaohe Automobile, and began to be fully responsible for public relations and communication. In just four years, Gaohe has firmly established its ultra-luxury and high-tech brand positioning. Its products, Gaohe HiPhi X and HiPhi Z, have successfully emerged from the circle, attracting the attention of many high-end consumers and becoming the first independent high-end brand. Gao He has this achievement, Guo Tiefu is indispensable.
Whether it is in Baowo or Gaohe Auto, Guo Tiefu has experienced the process of starting a brand from scratch, and has both traditional car companies and new forces work experience. In the future, Guo Tiefu will bring these brilliant resumes Went to Lotus to support the development of the Lotus brand.