The hottest car at the big Detroit auto show next month might be a humble
family sedan with the unlikely name Geely 7151 CK.
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The overseas
version of Geely's Beauty Leopard has a built-in karoke
machine.
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It is the first bound-for-America Chinese car to be shown in the USA. The
executive of its minuscule US operation expects to begin sales in the US
city in late 2008 or early 2009.
Geely is the second Chinese automaker to aim at the US market.
"We're very confident that we will have a five-passenger family sedan ready
to import to the United States, fully in compliance with US emissions and safety
regulations, that we can sell for less than $10,000," says John Harmer, vice
president and COO of Geely-USA. The car, probably to be renamed for the USA, is
about the size of a Honda Civic, he says.
Harmer practices law in Bountiful, Utah, has no affiliation with the car
business, and says Geely (JEE-lee) hired him because of his 40 years of
experience dealing with US regulatory law.
Geely was founded in 1986 and began as a maker of refrigerators and
motorcycle parts. It got into the auto business when it bought a minivan
company.
Auto entrepreneur Malcolm Bricklin, who brought both Subaru and Yugo to the
USA, plans to begin US sales of Chery vehicles in 2007 via a network he calls
Visionary Vehicles.
He is demanding that potential dealers each put up at least $2 million that
he can use as start-up capital.
Geely doesn't plan to enlist dealers until closer to the on-sale date and
will ask each for $1 million plus a showroom solely for Geely models. The US
launch is being underwritten by Geely and "a third party who wants to remain
anonymous," Harmer says.
Harmer says Geely plans to launch a sports car, Beauty Leopard, at the same
time it introduces the 7151 CK sedan. The Leopard is famous overseas for its
built-in karaoke machine. Harmer says he doesn't know if Geely plans that
feature in US models.
Geely isn't predicting US sales volumes or number of dealerships because,
"We're being very cautious," Harmer says. "What we're trying to do in Detroit is
simply to introduce the company and its products."
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