Ford's China JV mulling own brand

Reuters (Shanghai) - Chongqing Changan Automobile Co Ltd , which has a three-way partnership with Ford Motor Co and Mazda Motor Corp in China, said on Monday that the joint venture is considering rolling out its own brand.

Changan Auto General Manager Zhang Baolin was speaking to reporters on the sidelines of an autoshow in Shanghai.

More Chinese automakers are planning their own brands after selling cars with overseas brands for the past three decades under joint ventures with foreign partners.

China overtook the United States as the world's top car market in 2009.

Changan makes and sells Ford brands including Focus, Fiesta, Mondeo in China under its partnership with Ford and Mazda. It also sells the Mazda 2 and Mazda 3.

Ford is planning to increase its presence in China. The U.S. carmaker said last week that it would introduce 15 new vehicles, double its dealerships from 340 and add 1,200 new jobs in China by 2015 as it seeks to catch up with rivals. 

The step is the latest round of initiatives that the U.S. auto giant has taken in China since Asia and Africa chief Joe Hinrichs took the China chief executive role last October.

The first of the 15 new models, the Focus, will go into production in 2012 at a planned $490 million factory in Chongqing with an initial capacity of 150,000 units.