Chinese automaker Geely aims at US market
(USA TODAY)
Updated: 2005-12-16 14:15

The hottest car at the big Detroit auto show next month might be a humble family sedan with the unlikely name Geely 7151 CK.

The overseas version of Geely's Beauty Leopard has a built-in karoke machine.

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."