Prospect of Beijing Auto Show: U.S

　　For Americans, now China is the most important area for their high growth of sales and profits. Even if General Motors suffered from bankruptcy protection in the United States, the giant automaker did not stop the upgrading process in China. Of course, among the Big Three GM is most successful automobile manufacturer in Chinese market. Ford has been lagged compared with other joint venture brands. Chrysler is hoping for a rebirth in China. In the upcoming Beijing Auto Show GM will bring its next-generation Buick GL8, sedan Excelle GT and Excelle series. Ford will show new Focus and a variety of new models. Chrysler will participate in the most important auto show in China alone and not accompanied by its alliance Fiat.

　　General Motors: Top two brands march forward.

　　Before Beijing Auto Show Buick has completed the upgrading work of Regal and LaCROSSE and introduced the new-generation Park Avenue, a high-end model to which Buick applied the Cadillac's 3.0-liter SIDI engine. The original two engines-2.8-liter and 3.6-liter were replaced. In addition, Buick introduced another new model-the hatchback version of Excelle GT. In Beijing Auto show, sedan Excelle GT, new-generation GL8, new Excelle and several key models will be on the stage. Those models will be produced in the year of 2010. Then the whole series of Buick models in Chinese market will be upgraded.

　　What's more, we should pay attention to Chevrolet. Prior to Beijing Auto Show Chevrolet has introduced Cruz and new-generation Sail. In the upcoming Beijing Auto Show, Chevrolet's stage is worth visiting. Several models will be shown including the new Aveo, Spark Cross, sporty version of Spark, Sail hatchback, new-generation Epica.

　　We should pay attention to one thing that the original model of Excelle which has been withdrawn from foreign market will not completely disappear in Chinese market. As a brand belonging to GM, Wuling will introduce its version of Excelle in the upcoming Beijing Auto Show. At present a final conclusion is not available as to whether sedan Excelle GT is the new generation of Excelle. Only when the curtain of Auto Show rises will we be able to know the answer. If not, GM will have Excelle GT, Excelle and Wuling's version of Excelle at the same time and the price range is from 70,000 to 190,000 yuan.

　　Now GM's brand positioning has become increasingly clear for the two brands-Buick and Chevrolet. The low-end model for Buick is the new-generation Shanghai Buick Excelle and the most high-end model of Chevrolet is new-generation Epica. Buick has brought a great amount of revenues for GM since the margin gross for each vehicle is relatively higher. At the same time, Chevrolet is pulling up the overall sales of GM in China. Although GM Wuling holds a dominant place in the micro-car market, it may not easily win the recognition in the field of sedan. GM's ambition may be the driving force to enhance its sales, whereas it may also possibly become the primary cause of consumers' doubts.

　　Ford is frustrated: will the new-generation Mondeo turn the tide?

　　Ford had undergone the restructuring before the financial crisis. It did not suffer from the tragedy of bankruptcy protection as GM and Chrysler. However, the tepid situation in Chinese market will surely be very depressing. The annual sales of GM have occupied the throne in Chinese auto market for several years and Ford is discontented. Now Ford has sold Volvo to Geely. Will Ford's “One Ford" strategy change the current situation of being marginalized?

　　On the upcoming Beijing International Automobile Exhibition, Ford is supposed to mainly launch some redesigned small cars on the show, including Mondeo facelift, S-Max facelift, Mondeo 2.0T, etc. The most noteworthy is the new generation Fox. Fox was first launched on North America International Auto Show, and will the exhibition focus of Ford on Beijing International Automobile Exhibition. Similar appearance design to Fiesta could make Fox a mainstream car in high-end compact car market, which is also Ford's future development purpose in Chinese car market.

　　In addition, Ford will also launch a new conception car on Beijing International Automobile Exhibition. Combined with Sohu Auto's reports involve effect picture of the fifth generation Mondeo before Beijing International Automobile Exhibition, will the conception car be original model of the fifth generation Mondeo. Let we just wait.

　　After Beijing International Automobile Exhibition, Ford will launch two new generations of Fiesta and Fox while other models will be small facelift. Considering that gradually unpopular Fox and lower level Fiesta sales, new generation Fox and launch of new conception car can attract great attention from consumers, however, sales of Ford in Chinese car market still can't surge in near term. Ford hasn't issued effective measures to change the situation that Mondeo's inferiority to Japanese, German cars even GM’s Buick. Moreover, Mondeo 2.oT also has no ability to change the unfavorable situation for Ford. As a result, Ford has a long way to go before reverse to the leader in Chinese car market.

　　Lost Chrysler: when it could return to Chinese car market?

　　Fiat and Chrysler which both suspended its localization manufacture in China collaborated in April, 2009. Chrysler and Italy Fiat consistently target Chinese car market while recovering from the international financial crisis. In January 2010 it is reported that Chrysler and Fiat would jointly exhibit on Beijing International Auto Show. Nevertheless, Fiat said it has no plan to participate in Beijing International Automobile Exhibition according to the latest news and will pay its attention to operate Fiat, Guangzhou Auto authorized by Ministry of Commerce of the People's Republic of China.

　　Compared with General Motors and Ford, Chrysler nearly must try to boost its any business in Chinese car market. Before Beijing International Automobile Exhibition, Dodge of Chrysler has already launched imported version new Kubo and Kuwei. Although Kubo and Kuwei will be exhibited on Beijing International Automobile Exhibition, Chrysler will mainly exhibit new 300C and 2011 Jeep Grand Cherokee. Chrysler has no partner since it ended cooperation with Beijing. It is imperative for Chrysler to find a reliable joint partner like Fiat if it wants to have joint brand in Chinese car market.

　　Conclusion: In recent years General Motors revitalized in US market and try to keep growth in Chinese car market. Ford missed the fastest growth period of Chinese car market though it successfully avoided bankruptcy. Situation for Chrysler is the most serious for it has lost most market share in both US and Chinese car market. Faced with ambition of Japanese and German car manufacturers as well as growth of China's own brands, Ford and Chrysler need to adjust their strategies in order to broaden its market share in Chinese car market. (Translator: Qinghua/Hanxin&Wade)

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