Chinese cars drive on world stage
Updated: 2008-01-28 16:12
Cars from all over the world arrived in Detroit at the confluence of presidential politics, concerns about a looming recession, a state suffering from a highest unemployment rate and fierce competition among slumping giants in the United States.
Chinese carmakers stepped on the world stage at the 2008 North American International Auto Show to showcase their shiny new models, participate in the festivities and test out the waters of the American marketplace.
On the same day that China's Changfeng, BYD Auto, Geely and Chamco all debuted to over 5,000 journalists and industry officials, Republican Presidential hopefuls Mitt Romney, Mike Huckabee and John McCain campaigned at the auto show and emphasized their visions for a strong economy returning to beleaguered Michigan, the single greatest daily concern directed at the middle and lower class voters in the Great Lakes' state.
The Detroit Free Press tagged the theme for this year's show as "Green or Brawn". Either you were the cleanest or you were the toughest, but for Chinese automakers in attendance neither niche was a true fit so in press conferences and interviews each company resounded the chorus of "doing due diligence, doing our homework and trying to figure out a niche".
With the rallying cry of the 2008 show being emphatic support for Michigan's automotive workforce, was this the best time for Chinese companies to steal the media buzz and hint at selling their cars to US customers?
Apparently not on the surface, but when Changfeng Motor Co held its press conference the crowd of journalists flocked in and stood on their toes to learn about the company's intentions, as the first question asked was when and how Changfeng plans on selling cars here. There was no direct answer for either, but their presence was highlighted - and met with raised eyebrows.
Chinese exectutives didn't worry about being a questionable guest. Li Shufu, chairman of Zhejiang Geely Holding Group Co, didn't feel that his company or the other Chinese carmakers would be seen negatively.
"We're not coming for one or two years. We will come in very small numbers and we will not just dump our cars here. Our presence here in the US will not cause a big fuss," Li says.
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