台灣汽車業長久以來以製造代工為主﹝一般稱為國產車﹞，或直接進口國外品牌進行販售。但無論是國產車還是進口車，均沿用國外品牌。而多年來台灣汽車製造廠雖累積專業生產和自主設計的能力，但是都沒有產生自主品牌汽車。
台灣裕隆集團結合多年製造車輛的經驗，在2009年建立自有品牌-LUXGEN，由於汽車業的投資金額非常高，消費者對於汽車產品的品牌認同的涉入程度也高，自有品牌的建立需要成功整合行銷4P功能才有成功的機會。
本研究將解析LUXGEN的產品和品牌建立的過程，研究LUXGEN的產品與品牌定位的策略，並運用哪些行銷戰術來建立品牌。在經過分析後，發現LUXGEN從產品定位「智慧高級車」出發，建立品牌核心價值「預先設想 超越期待」，然後依此展開產品、廣宣、通路、銷售的行銷組合，希望藉由符合客戶需求的差異化策略來達成品牌建立的目的。
品牌經營與建立不是只有依賴廣告而已，從產品設計到廣宣訴求、再到客戶實際接觸產品與銷售接待的體驗，都是LUXGEN想要傳達品牌價值的元素。從LUXGEN上市以來的銷售實績可以知道LUXGEN獲得初步的成功，但對新建品牌來說，未來仍充滿挑戰。本論文是希望藉由分析LUXGEN的品牌創建過程讓後續想要研究汽車品牌創立議題的人有所參考，並從中獲得品牌管理的概念以及其他延伸的運用。

Taiwan automobile industry always focuses on the OEM (usually named domestic car) or import sales directly from foreign brands. No matter it’s domestic or import car, they continue using the foreign brands. Although Taiwan automobile manufactory has been accumulating the professional production experience and independent design capability for years, they still don’t have their cars with self-owned brand.
Taiwan Yulong Group integrated the automobile production experience for years and created their self-brand – LUXGEN in 2009. The consumers recognize the brand more impressed for the products owing to the high investment amounts dedicated by the automobile industry. The marketing 4Ps functions require to be integrated so that the self-brand can be established successfully.
This paper is to interpret the branding process of LUXGEN, the proposition strategy, and the marketing tactics for branding. The analysis finds the LUXGEN started from the proposition of ‘Smart & Quality Car’ with the core branding value of ‘Think ahead’, and followed by the promotion components of Product, Marketing, Channel and Sales. The strategy is expected to fulfill the differentiation of customer’s requirements to achieve the goal of branding.
The brand management is not only about the advertisement but also about the product design, marketing appeal and customer’s physical experience on product and sales. These are all the components of branding value what LUXGEN likes to deliver. According to the sales volume of LUXGEN, the LUXGEN has won the initial success. However, the new brand will still be challenging. This thesis is expected to be leveraged by people who like to study the branding process and learn the conception and expansion on brand management.

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