(Agencies)
Updated: 2008-01-16 12:47

Changfeng Motors press conference on Monday. [Agencies]

DETROIT -- Coupling great enthusiasm with greatly mangled translations, a trio of Chinese automakers displayed their latest designs in Monday news conferences at the Detroit auto show. Geely, Changfeng and BYD (for Build Your Dreams) showed models ranging from compact sedans and SUVs to a plug-in hybrid.

In addition, Chamco Auto, the American partner of Zhongxing Automobile, and Li Shi Guang Ming Automobile Design are making their first appearances in Detroit.

Geely -- China's largest privately-owned automaker in terms of sales -- showed six models, including the CK1 Freedom Cruiser, a budget compact sedan based on a Daewoo platform. Changfeng, familiar to showgoers from its Detroit debut last year, offered four models, including the Liebao CS6 SUV (The company's endearingly wacky corporate statements and videos were a hit last year, with references to "soaring dragons and leaping leopards" that signify China's booming auto industry and the revitalization of the nation itself.)

BYD, a cellphone battery company that's building an auto business, showed models including the F6, featuring a hybrid drivetrain.

Wang Chaunfu, chairman of Build Your Dreams, with the F6 in Detroit. [Agencies]

None of the three automakers who showed cars on Monday would offer a timetable for introducing their models in the United States. And while the cars they showed were visibly improved compared with Chinese models of just a few years ago, the public caution seemed understandable. Despite earlier assurances from other Chinese companies (or would-be importers like Malcolm Bricklin) that cars would be arriving at any moment, the models displayed in Detroit still appeared too primitive and awkwardly styled to stand much of a chance with American consumers.

Changfeng executives acknowledged that breaking into the United States market is a monumental task, but at least the company has a ready-made marketing jingle: because the carmaker's name is pronounced "chang-fung" (rhymes with "hung"), a catchy chorus of "Everybody Changfeng Tonight," seems a surefire way to get Americans -- and the company -- humming along.

Geely shows six models, including the FC. [Agencies]