China’s Chang’an rolls out the cars it hopes will conquer the world

Four cars from China have taken their place alongside some of the world's most famous vehicles at the Frankfurt Motor Show - and the company that produces them is hoping their presence at the massive auto industry gathering will be a shape of things to come.

China's Chang'an Automobile - based out of the southwestern city of Chongqing - has this week being presenting two sedans, an SUV and an electric car at the Frankfurt show, which runs until September 25.

Taking pride of place for China is the EADO sedan which has made its world premiere in Frankfurt. The compact sedan is going to be available in Europe with "a naturally aspirated 1.6L or a 1.5T engine with power reaching 81kW and CO2 being lower than 120g/km," according to media reports.

In layman's terms, the EADO is being marketed as a competitor to the likes of the Hyundai Excel or the Toyota Corolla and it also been designed with low Co2 emissions in mind - and safety. The car comes with ABS, EBD and six airbags, according to Chang'an. Although not official price has been released, industry watchers have been blogging that the car could come in at around 100,000 yuan (11,000 euro).

Chang'an has meanwhile said that it plans to start selling its cars in Europe from 2013 and from there it plans to move into the United States as it develops into what it is calling a "true international automaker from China."

The company's plans to enter the international market have been carefully mapped out, with partnerships developed with Ford Motor Co, Suzuki Motor Corp and PSA Peugeot Citroen. The company has established research and development centres across the world, following its first project in Turin (2006) with similar operations in Yokohama (2008), Nottingham (2010) and this year in Detroit.

Overall, the company is hoping that overseas sales of its cars will account for 20 per cent of its total business by 2015 and part of that revenue will come from a premium brand it will release internationally next year.

So far in Frankfurt the response to what Chang‘an is doing appears to be positive, too.

"This is the first time we are exhibiting our products and technologies at an international auto show outside China. The feedback from visitors is making us consider participating in the Geneva auto show and Paris auto show next year," the company's vice-president, Zhu Huarong, told the "China Daily" newspaper.

MS