Manufacturing News

Ford China may launch new joint-venture brand

Ford Motor Co. is holding talks with Chinese partners to introduce new brands in China while focusing on building up the Ford brand, the automaker's China chief said on Monday.

"All I can tell you is we are studying indigenous brands, but our total focus in terms of brand enhancement is really on the Ford brand," said David Schoch, CEO of Ford's China operations.

Some foreign automakers have launched so-called indigenous, or China-only, brands with their local partners, in part to comply with Chinese government regulations that allow global carmakers like Ford to manufacture cars in China.

One of General Motors' Chinese joint ventures, SAIC-GM-Wuling, has successfully launched the Baojun brand, which markets entry-level passenger cars. Likewise, Nissan Motor Co. created the Venucia brand, and Honda Motor Co. has introduced the Everus brand.

Ford makes its Fiesta, Focus, Mondeo and other sedans in China in a three-way partnership with Changan Automobile and Japan's Mazda Motor Corp. It also holds 30 percent of Jiangling Motors Corp., which makes Ford's Transit vans.

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