Chinese going for gold in U.S. auto market

Fresh from challenging the U.S. in the Olympic medal count, China is planning a challenge in another competition Americans once dominated: the car dealership.

Edmunds Inside Line reports that Chinese automaker Brilliance has become the fifth Chinese automaker to sign a deal to display its wares at the Detroit Auto show in January.  The show is typically the U.S. auto industry's most important stage, where the Big Three roll out the cars they hope will dominate the U.S. market over the next year, as well as concept cars that preview what future vehicles may look like.  But the 2009 Detroit show will feature similar displays from Chinese automakers Chery, Geely, Changfeng, BYD and now Brilliance.

Motor Trend adds, "If all goes as planned…Brilliance will enter the U.S. market by as early as next year."  At the moment, "none of its cars pass American safety and emissions standards."  But Brilliance has partnerships with several automakers who are experienced in those areas

Edmunds explains, "Brilliance (also known by its Chinese name, Huachen) has a joint venture with BMW, assembling 3 Series and 5 Series cars."  The company "has also tapped such European firms as Porsche, Pininfarina and Giugiaro for their engineering and design expertise."  If Brilliance can learn from those partnerships, it may well meet U.S. safety and emissions standards before long

Motor Trend notes that Brilliance suffered "a highly publicized shaky European introduction" last year, when its BS4 sedan performed very poorly on European safety tests and failed to sell profitably in showrooms.  MT speculates, "It will be surprising if, even with all the outside assistance, Brilliance's cars will be up to standard and ready in time for its proposed 2009 U.S. introduction."

But with a Detroit display planned, the company is clearly continuing toward that goal.

Chinese automakers may yet find other routes into the U.S. market.  Reuters reports, "Chrysler still expects to introduce a vehicle built by China's Chery in Mexico and South America in 2009."  Chrysler has also "held talks with Great Wall Motor in China" about partnering.  Talks with either Chinese company could ultimately result in a Chinese-built car appearing in U.S. Chrysler showrooms.

U.S. automakers continue to perform fairly well in China.  But, as in the Beijing Olympics, Chinese competitors are catching up.