Chinese carmakers steal the limelight in Detroit

By Li Fangfang (China Daily)
Updated: 2009-01-13 07:43

DETROIT: The global financial crisis has stolen much of the glitz and glamour associated with the North American International Auto Show here as global automakers are struggling to cut costs and stay afloat. However, it has also given Chinese vehicle manufacturers an opportunity to showcase their products and plans for the US market.

Leading Chinese automobile brands BYD and Brilliance are exhibiting their cars in the main Cobo Center hall of the exhibition as many leading international companies like Nissan, Suzuki Motor, Ferrari SpA, Land Rover, Rolls-Royce and Porsche have pulled out of the show.

"We welcome the chance to display our cars in the auto capital of the world. We expect the Chinese brands to light up the charm-lost show," said He Guohua, vice president of Shenyang-based Brilliance Auto, which is displaying four models.

Shenzhen-based BYD Auto, backed by billionaire investor Warren Buffett, is exhibiting five of its hybrid and electric cars adjacent to the General Motors booth. GM plans to launch its mass-produced Chevrolet Volt plug-in in 2010.

"We are confident of exporting our electric cars to the US market in 2011," said Li Zhuhang, general manager of auto export trade division with BYD Auto.

"By 2011 our electric car would be a proven and mature product after three years of existence in China, while the Volt would just be a year old."

Li said BYD plans to set up an office in California and make the state the first destination for its electric cars in 2011.

BYD has established a fully owned America branch in Chicago in 1999, with most of the employees being US natives.

"Some of our employees in the US branch are working out the modalities for launching BYD electric cars. They are working on setting up a distribution network here," said Li.

Marc Boiler of the Netherlands-based HS Publicity, which operates the auto website zerauto.nl, told China Daily that he was extremely bullish on BYD and its hybrid, electric cars.

"We expect BYD to be the first electric car in our country in 2011 through Autobinck, a leading distributor in central Europe," said Boiler.

"So I am coming here, trying to know more about BYD," he said.

Although He of Brilliance Auto refused to disclose the timetable for his company's entry to America, he said "the US market is the most important in our global marketing strategy."

(China Daily 01/13/2009 page13)