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Benjoy breaks price barriers
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To mark the first anniversary of its C-class sedan Benjoy, JAC has held promotions across the nation for the benefit of customers since November 1.

During the activities, Benjoy 2.0L manual is marketed at 98,800 yuan, the first C-class sedan priced under the psychological 100,000-yuan level. The luxury Benjoy 2.0L is priced at 112,800 yuan, the Benjoy 2.4L manual at 122,800 yuan and Benjoy 2.0L automatic at 127,800 yuan.

Dai Maofang, marketing general manager of JAC, noted that "Benjoy has achieved remarkable sales within the first year".

"As sales pick up, costs become lower and we are sharing that with consumers so that more people can enjoy the quality of JAC," he said.

The JAC move caused a shock to some in the industry as it broke through the benchmark of medium-grade sedans traditionally dominated by European- and Japanese-branded series.

It is not only the nation's first C-class home brand sedan, but has passed lab and fields tests and market turmoil, Dai said. It is believed to have the highest ratio of price for performance.

In the first two weeks of its promotion, JAC achieved unexpected results on orders and gathered large crowds at its 4S shops.

Analysts said the JAC move came in line with consumer expectations during the current financial crisis.

(China Daily November 17, 2008)

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