In China, time passes quickly. This is not least noticeable at the car show in Beijing, where the number of new car brands and models is impressively large. In fact, the last time the Beijing fair was held four years ago, there were not even half of the brands that exhibit today.
Around 50 domestic brands can be found here, and in addition we have the European and American manufacturers on site. An awful lot to try to overview, but here are some of the interesting models and scouts from the show
Icarus V23
Chery owned Icar belongs to the newcomers category. The V23 is a crossover model that brings to mind both the Suzuki Jimmy and the Mercedes G-Class.
The model has been developed together with the incredibly hyped Xiaoimi and should offer both style and a lot of range. In addition to the design, the car is interesting because the brand belongs to those that the state-owned car company has thoughts of possibly exporting.
Volkswagen ID Code
When looking at market share in China, VW is one of the strongest from the West. However, most of the sales come from the fossil-fueled department. The ID family has found it difficult to attract buyers in the stiff competition. As an example, the brand is selling ID3, without any major results.
Could it be that the new design language, shown here as ID Code, changes that? Personally, I think it feels a bit edgier than the current ID idiom. VW will also launch a lot in the coming years based on this concept.
Hongqi EH7
Hongqi must have had a rather fiasco-like start in Sweden and the E-HS9 that was launched here has not really convinced. On site in Beijing, however, the brand showed off an impressive model range. From small, more compact SUVs – to real battleships. In addition, they also showed off an electric convertible in a lovely green tone. Still unsure what the brand and the Swedish dealer Hedin bil will choose to ship over here.
At the fair, Hongqi also launched its new prestige department: Golden Sunflower Premium. Under that flag, the truly luxurious models will be housed, and in addition to two real models, they also showed a terribly cool concept.
Honda S7
When I met Honda’s manager in January, when they had just launched their new electric car series “Zero”, I asked the question how the electric car rollout looked like in Europe. The answer was that they had no plans for further electric cars, but the rather middle-of-the-road E:ny1 is what we have to go with.
I thought it was strange then, and it’s even stranger when you see the palette they offer here. The E:s2 is a slightly larger model that I think should be able to work, and I personally wouldn’t have any problems driving the S7 model. Here you get, in addition to a larger and more practical car (than the E:ny1) – also screens and digital connectivity that appear to be several straws sharper
Clear trends at the fair
Nationalism
In the old days, during the heyday of car shows, it was always the case that the domestic brands had great dominance at the respective fair. In Frankfurt the Germans had huge stands and likewise Peugeot and Renault had equivalents in Paris.
This doesn’t really apply in Beijing. Here, it is not the size of the stand that says the most – on the other hand, the interest in the Chinese brands is greatest among the audience.
You have to queue to access some manufacturers. At the same time as you notice that, for example, interest in non-Chinese is low.
Live broadcasts from the floor in abundance
In China, most people are glued to their mobile phones. When they drive, when they stand and when they walk. A policeman on a street corner – his nose in his mobile phone. A taxi driver – chatting at each queue stop and so on. Everyone is connected and therefore the group dedicated to live broadcasting from mobile is huge. At the fair, this army runs around reporting to its millions of followers with a frenzy I’ve never seen before. In addition – the percentage of women who do it is huge.
Luxury MPV and lifestyle Defender
Although the SUV trend continues to roll, there are two others alongside this one that really showed at the show. One is luxury minibuses. Almost every single one of the Chinese manufacturers presented an alternative. From Zeekr and Hongqi to the Volvo EM90.
But alongside these luxury comfort options, the exact opposite was also shown, or at least what appears to be the opposite. Real off-road SUVs in the same style as the Land Rover Defender. Certainly with a lot of technology and cool functions – but at the same time with shovels, roof tents and light ramps.
The new car heroes: the tech companies
When the mobile phone manufacturer Xiaomi launched its electric car a couple of weeks ago, there was a lot of excitement and demand. And at the car show, it was precisely for Xiaomi that there was the longest queue and the highest pressure. And it can be seen that the manager can bask in the radiance of this – because when he strides across the exhibition floor, the commotion is as if it were a rock star arriving. People go wild and the shock of running around to get a glimpse of him was huge.
In the past, it was the car bosses who were kings at the fairs, now it is the managers of the technology giants who have taken over.
Many brands and short history
In Europe, history is important and many manufacturers have been around for a long time. In fact, there are soon to be a handful of brands with some entering their second century as car manufacturers. In China, the story is shorter and more mixed. Here, there are about 50 more or less well-known brands that all try to stand out in their own way.
But it says something when certain brands celebrate their second anniversary with a “2nd anniversary special edition”.
