GM’s best-selling car designed in China
December 21, 2011 Category Automotive, Automotive Metals & Minerals
The Chevrolet Cruze has become one of GM’s biggest successes and is on track this year to overtake the Toyota Corolla as the best-selling compact car in the U.S. The Cruze is one of several newer “global” GM models that, from the earliest stages of development, were to a large extent designed and built with Chinese buyers in mind. “Before, it was kind of like the China [team] looked at what vehicles GM offered globally and said, ‘OK, maybe that will do alright in China’, and then they localized it,” Shanghai GM Vehicle Line Director Martijn Van Rossum said. “Now, China is part of the whole development process from the beginning, and is often the largest market that some of these vehicles will go to. So definitely everybody listens to what China has to say.” Michael Dunne, President of Hong Kong-based automotive consultancy Dunne and Co, added: “As the Chinese market continues to grow, more and more model designs will be ‘rooted’ in China for many brands.” The trend is clearly seen in the luxury market, where Audi, Mercedes and BMW have all “stretched” their higher-end models to offer more backseat room for chauffeur-driven Chinese buyers. “Space is the most important factor for Chinese consumers, especially in the rear seats,” said John Zeng, Shanghai-based Director of Forecasting at JD Power Asia-Pacific. Even entry-level models such as the Audi A4 and the new BMW 3 series are getting extended wheelbases for the Chinese market. Among volume car brands the trend is towards models that can sell globally. That includes the Cruze, whose sales in China surpassed U.S. sales for the first time in September and October. GM’s global Buick line also caters largely to the tastes of Chinese buyers, and Honda’s new-generation Civic incorporates interior and exterior design features based on feedback from Chinese consumers. “China’s sudden emergence as the world’s largest market confronts carmakers with a challenge: how to develop cars for Chinese consumers while making sure the essential family design jewels don’t get purloined,” said Dunne, as car manufacturers are worried that their expensive R&D will fall into the hands of competitors, the South China Morning Post reports.
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