General Motors has been the American car company in China. Even when GM was in bankruptcy, the Chinese continued to view Buick as a high-status, luxury brand.
But now Ford, an also-ran in the market for years, is making a push to change all that. Last year, Ford's sales were up more than 30 percent in China, and the Ford Focus was the best-selling car in both the world and China.
Li Ning, a 32-year-old from Shanghai, bought a Focus a couple of years back and loves it.
"The biggest impression is it's easy to drive," said Li, as he strolled around Shanghai's sprawling auto show this week. "I like the cars that look muscular and that have some sense of American style."
Wearing glasses, a gray hoodie and jeans, Li scoured Ford's exhibit of 23 models, snapping pictures along the way. Li now has a 19-month-old child, and he's looking to trade up to an SUV.
"When it comes to car safety, I have more confidence in Ford than other brands," he said.
Stylish Image Boosts Sales
In China's hypercompetitive market — where there is little brand loyalty — developing new customers and keeping old ones like Li is critical. To that end, Ford plans to launch 10 new vehicles in China and open five new factories here by 2015.
"I think they're doing very well," says Yang Jian, managing editor of Automotive News China, a newsletter that is part of the Detroit-based Automotive News. "The volumes are growing so fast, and I think the brand perception is getting better."
After a slow start in China, Yang says, Ford is now developing an image as a trendy, stylish car for young people like Li.
Despite Ford's recent gains, though, the company still has a long way to go.
Ford is No. 12 in auto sales in China, with about 3 percent of the market, according to LMC Automotive, a U.K.-based market forecasting firm.
Enlarge image i