West China is ready to zoom around in new-age 'luxury' cars

Earlier this month, Cao Weida, a sales assistant of Sunfonda Group Holdings, the second-largest dealer in luxury and ultra-luxury cars in northwestern China, almost lost his voice. He had near incessant interactions with prospective car buyers and visitors at the seven-day auto show in Xi'an where he manned the Mercedes-Benz stand.

"I talked to countless visitors," he said. "People have growing enthusiasm for luxury brands such as Mercedes-Benz and BMW AG."

The high level of purchasing power of some consumers in China's western provinces is giving hope to makers of luxury cars who have been otherwise experiencing challenges, in the form of low sales growth and obstacles to their "Go West" strategy.