China Daily (London) - As Geely Automobile Holdings Ltd, the largest independent Chinese vehicle manufacturer, plans to enter the United Kingdom market, one of its first priorities will be to convince customers that its cars are safe and do more than offer "value for money".
Earlier this month, Geely announced it would bring a four-door sedan and five-door hatchback to the UK next year, each selling for about 10,000 pounds ($15,600), according to the UK newspaper The Daily Telegraph.
"As to the customers, the market is getting tougher and (the) latest reports I have seen suggest it's not just prices but also warranties which are influencing buying decisions," said Tim Williams, chief executive of the trade association Welsh Automotive Forum.
Williams said Geely will want to "focus on" quality and expressed uncertainty about the Chinese carmaker's prospects in the UK market.
"We'll have to wait and see how well Geely does," he said.
"British consumers like good quality cars and they also enjoy changes once in a while."
He noted that the holding company of Geely owns the car brand Volvo. That, he said, will help boost the company's sales, "because British consumers trust Volvo as a quality brand with good after-sales service".
Geely said Volvo, a Swedish carmaker, operates separately from Geely Auto UK, whose models will be well-equipped and come with a five-year, 100,000-mile (160,900 kilometers) warranty.
The Emgrand EC7 will not be the first Chinese car to be sold in the UK. The only new MG to be seen in 16 years, introduced in Birmingham by the carmaker Shanghai Automotive Industry Corp in April, has drummed up more than 3 million pounds of business in just two weeks through the sale of 180 cars.
"I think there are plenty of opportunities," said Lord Stephen Green, British minister for trade and investment, when asked if Britons would like Geely cars.
"British consumers would always like good value products no matter where it comes from. Britain is not just a market for cars, but also an exporter of cars all around the world and in Europe," he said.