The Chinese invasion of the US car market was widely predicted
– but so far it hasn’t materialised, with
manufacturers such as Chery and Geely backing off from
plans announced by their US distributors.

Neither showed up at Detroit this year, and nor did Landwind
or Great Wall, two other Chinese firms that had a strong
presence at last year’s Paris show.
But one Chinese manufacturer did make an appearance –
Changfeng Motor drew a big crowd to announce its intention
to begin exports to the US within the next couple of years,
together with a number of new models, mainly SUVs and
pick-ups.
In a slightly comical presentation, the attendant media
was treated to a “propaganda film” entitled
“Developing through innovations in pursuit of the
great”. Eat your heart out, Borat!
This gave details of the company’s history and impressive
manufacturing capabilities, which have been built since
1996, when the company switched from the defence sector
to car manufacture, though its presentation raised a few
smiles as the voiceover man barked “Dragons are
taking off! Cheetahs are leaping forward!” over
a stirring oriental soundtrack of ‘Jerusalem’.
Changfeng’s chairman Li Jianxin said the company
was the largest maker of SUVs in China. Most of its sales
are of cars derived from Mitsubishi Shogun models, built
under licence from Mitsubishi, though the company has
sin e 2004 been building cars it designed itself as well.
It’s a small company by Chinese standards, claiming
to have a capacity to build 100,000 cars a year at three
plants.

Its most significant launch at Detroit was a large SUV
called the Liebao CS6, which was unveiled along with a
small pick-up called the Feibao CT5. A much weirder concept
was the Rhombus, which looks like two Reliant Robins joined
together. This odd-ball car is a design study by a Chinese
university which works closely with Changfeng.
The company already exports to other emerging markets
in the Middle East, Eastern Europe and Africa, and while
Li did not specify when US sales would start, he said
one of the main reasons for coming to the Detroit Show
was to forge links with suppliers and potential partners.