Two Asian newcomers gained a foothold at the Geneva motor show this week, vowing to become a permanent fixture at the prestige European showcase where others have come and gone.
BYD (Build Your Dream) Autos of China, which specialises in thrifty mass produced family carriers, and small volume Malaysian luxury manufacturer Bufori, bear as much resemblance as chalk and cheese.
Both are nonethless hoping that their individual recipes will thrive where other emerging Asian newcomers, notably those from China, have failed in recent years.
"BYD is a feature of the Geneva show from now on," proclaimed a European executive, as his company announced a tie-up with German giant Daimler to develop an electric car for China.
One of its domestic rivals, Brilliance, has disappeared from Geneva since it became the first Chinese carmaker ever to display here in 2007 with ambitions of breaking into the European market within five years.
Indian industrial giant Tata's own brand has repeatedly professed long term optimism in the Swiss city and was on show here on Wednesday for the 12th year running.
But its much touted Nano, billed as the world's cheapest car, has yet to be put on sale in Europe and local ambitions ride for now on luxury British made Jaguar and Land Rover, which Tata bought in 2008.
"It won't really work for Tata I don't think," said Frank Schwope, an analyst for German bank NordLB.
"But the Chinese companies will have a much bigger role in the world. They're already big."
Shenzen-based BYD Auto, whose sales have boomed at home, has been making inroads into the emerging markets in Asia and the Middle East while it builds up a sales network in Europe and improves quality.
In Geneva it announced that sales of a hybrid saloon and its new all electric E6 people carrier would be rolled out in Europe over the coming two years.
BYD's tentative cooperation deal with Daimler, which is primarily aimed at the Chinese market, also involves exchanging vehicle-making nowhow with the German carmaker.
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