Chengdu's show: where tech meets local flavor

Chengdu, capital of Southwest China's Sichuan province, has a way of making the unexpected feel natural: pandas, sizzling hotpot, and high-tech cars all converge as the city's annual motor show is underway from Aug 29 to Sept 7.

Unlike the tense, media-focused atmosphere of Beijing or Shanghai auto shows, the Chengdu Motor Show has carved out its own identity: a citywide celebration where serious automotive technology meets playful local culture.

Even the most serious journalists often skip hotel buffets to enjoy hotpot, proving that cars and local culture mix effortlessly here.

Walking through the exhibition, the first impression is one of accessibility and fun.

At MG's booth, attendees could pick up a set of mahjong tiles, a nod to Chengdu's iconic pastime.

Across the halls, brands from FAW Toyota to 212 handed out roses on the opening day, which coincided with China's Qixi Festival, adding a romantic seasonal touch.

Voyah's booth highlights its collaboration with Peppa Pig, the famous British animated television series.

Another Chinese startup, Avatr, features China's latest cartoon movie Nobody, a modern interpretation based on one of China's top four classic novels Journey to the West.

Inside the very exhibition center, visitors can get a panda toy from the on-site panda post office, a perfect keepsake from a city that proves you can enjoy cutting-edge cars and cultural fun in equal measure.

But the show does not stop there. Even for serious tech enthusiasts, Chengdu offers plenty of surprises.

Around 120 Chinese and overseas car brands are participating this year, covering 220,000 square meters of exhibition space, according to Liu Guoliang, president of Hannover Milano Fairs Shanghai, one of the organizers.

Some of the luxury brands, including Bentley and Lamborghini, are absent, but overseas premium and volume brands are making their marks.

Mercedes-Benz is showcasing the AMG CLE 53 4MATIC+ convertible and the all-electric CLA; FAW-Audi is presenting 27 models including the PPE-based Q6L e-tron; and Ford is wooing visitors with its first smart electric off-road SUV, the Bronco EV.

However, domestic brands take center stage, as NEVs are becoming mainstream: advanced battery systems, smart driver-assistance features, and luxury interiors rivaling global competitors signal a new era for Chinese automotive engineering.

BYD dominates Hall 9 with its full lineup: Dynasty, Ocean, Denza, Fangchengbao, and premium Yangwang models. At the entrance to the hall is a wall decorated with over 35,000 patents, showcasing the automaker's dedication to NEVs.

A walk from Mercedes-Benz to the Nio booth says it all: Nio's space is packed, while Mercedes' area looks comparatively quiet.

"You can really see how Chinese electric and hybrid brands are maturing, both in technology and appeal," noted one industry analyst.

Chengdu's motor show is not limited to the venue, with excitement spilling throughout the city.

The pre-show week was already bustling with events around the city.

Huawei-backed Harmony Intelligent Mobility Alliance gathered its five sub-brands days before the show.

Volvo launched the XC70, a model it is betting on to defend its shrinking market share, and Great Wall Motors unveiled the Tank 500 with its Hi4-Z hybrid system at Dujiang Weir, the oldest extant irrigation system in China or even the world.

The place was chosen for the event because Great Wall Motors wants to explain how its engine powers electricity generation while driving — delivering strong acceleration, high efficiency, and a fuel-saving edge simultaneously, much like how Dujiang Weir tames floods while ensuring the irrigation of the Chengdu Plain.

"The show has evolved beyond a platform for new product launches, becoming both a symbol of urban culture and a key consumption driver for the region," Liu said.

Last year, attendees placed over 33,000 orders during the event, with a combined transaction volume of 5.8 billion yuan ($80.8 million).

From January to July this year, the city achieved 90.73 billion yuan in car retail sales, up 3.2 percent year-on-year, with 327,000 new car registrations.

"Chengdu and the wider Chengdu-Chongqing economic circle are among the most dynamic car markets in China," Liu added.

Liu was not exaggerating. Among other things, Volkswagen's largest showroom for its expensive Phaeton was in Chengdu, before production ended in 2016.

The German group is now eyeing new collaboration with the city. On Thursday, Volkswagen, FAW Group and the Chengdu Economic and Technological Development Zone inked a deal to advance the electrification of its Jetta brand.

According to the announcement, leveraging the long-term layout of its Chengdu production base, the Jetta brand will establish a new company.

The new company will fully integrate Jetta's existing resources and attract local investment to further leverage regional industrial synergies and accelerate market responsiveness.

Under the plan, by 2030, the new Jetta company aims to build a 100-billion-yuan-level industrial value chain covering R&D, production, supply, and sales.

This initiative will deepen the integration of the Jetta brand into Sichuan province's and Southwest China's automotive ecosystem, consolidating its position as a leading player in the region's automotive industry.

For general visitors, though, there are more practical considerations. To energize buyers, the municipal government has launched "purchase subsidies", offering trade-in support of up to 20,000 yuan per vehicle.

lifusheng@chinadaily.com.cn