Auto Industry in China
2 min readAuto Individualists
Young adults are becoming a major influence on auto consumption in China.This might explain the huge success，reminiscent of that of its British cousin the Austin Mini half a century ago，of the slightly squat QQ mini in its appealing range of colors.
Today’s younger motorists take every opportunity to add individual touches，such as broad wheels，speed stripes and transfers，to their cars that make them instantlyidentifiable，and accessorizing does not stop at the exterior.EL（ectroluminescent）ornamentation，reasonably priced at RMB 100 per item，is the very latest i automobile interior design.BLB（block light blue）lighting on the EL strips lining the interior edge of college student Li Jing’s car doors gives them an interestingly ghostly shimmer.
The desire for a car that complements its driver’s personality and stands out in the parking lot has been noticed and taken on by automakers.The Volvo YCC，which had its premier at the 2006 Geneva show，is tailormade for female drivers，and thisJune Shanghai Maple Automobiles will start producing China’s first woman-targeted car，the Haixuan.Its design takes into account feminine preferences，from its colo selection of pea green，cream and crimson，to its feminie-friendly seats and special compartment for a change of shoes，not to mention back-up radar.
Low Emission Cars on the Up
Technological improvements in past years have made China-produced lower emission family saloons safer，sturdier and more theft-resistant，as well as cheaper.Sales of low-emission cars in Beijing have noticeably risen since April 1，2006.Hao Dianying，deputy general manager of North Market，Beijing’s largest auto dealer，attributes this phenomenon to all-time high oil prices.He believes low-and medium-emission autos have dominated auto market sales since the beginning of 2006，because，“…they sell at a lower price，cost less to maintain，and consume less fuel.”
Mrs.Jiang is one example of an economy-seeking consumer who，albeit by default，helps conserve the environment.She drives a car that can go 100 kilometers on just seven liters of gasoline，and pays no more than RMB 600 for oil，half of that forbigger cars，during an average 2000-kilometer month.Mrs.Jiang’s smaller car also costs her less in tax and insurance.
Experienced auto salesman Mr.Liu recalls the changes in China’s auto market over the past decade:“A few years ago，a car costing RMB 60000 would be equipped with nothing more than a basic engine and gearbox.Today，it comes with ABS，airbag，central locking and even a CD player and electric windows，all for the same price and with sleeker bodywork to boot.”
China’s traditional conformity and elite connotations as regards car ownership are fast disappearing.The car is both an accepted and expected aspect of new households，as well as an expression of individuality.
