18 Jan 2007 0657H

Consumer Reports Car Blog on Changfeng

A Chinese car company debuted at the Detroit Auto Show last week. While the cars were alright, they bore sexy, easy to remember names like the Liebao CS7, Liebao Feiteng CFA6400, and the Black Giant CFA2030. Their marketing copy was just as agile:

“In addition to the outward appearance of conquering the innermost being of the vehicle s [sic] owner, it is armed by high-tech equipment in the inside…”

“This vehicle is equipped with Mitsubishi [sic] engine which has been successfully used in World Rally Championship. [sic] It can ignite under low temperature and anoxia.”

Ack. I’ll say it again, branding and customer facing experiences are areas that Chinese manufacturers could do heaps better on. They’re not in customer facing mode yet. But remember that Japan was in a similar place 30 years ago and now they’re at the top of the heap, Korea is coming up quickly, and its possible that China could turn this around.

Edit: The English on the website continues to be awful. Here.

Alternately, it could become like Russia, ruled by oligarchs, mafiosi, corrupt petty officials with private armies of thugs, be torn by internal divisions, the dividends that come from cheap manufacturing will run out as oil prices continue to go up and up, and eventually wind up being little more than an exporter of intellectual labor, running behind the Indians as their English capacity doesn’t come from centuries of being under the boot of the British Empire.

Permanent link to Consumer Reports Car Blog on Changfeng

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