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The auto industry spotlight turned to Guangzhou, China
(mainland) and Los Angeles, California in November as their
respective auto shows kicked off, proving that these events still
effectively drive consumer engagement and unveil key automotive
innovations.
Between the two markets, mainland China has greater potential
for volume growth compared to the US. During 2019-23, annual
vehicle sales in mainland China averaged 24.4 million units, while
the US market averaged only 15.2 million units. S&P Global
Mobility forecasts annual sales in the mainland China market to
average 27.5 million units in 2024-28, increasing by 3.2 million
units compared with the 2019-23 average.
Meanwhile, the US market is expected to average 16.4 million
annual sales in 2024-28, increasing by 1.1 million- units. Average
annual sales per year in mainland China will improve 12.9% while
the US measure will improve only 7.3% during the same period.
Here are the key highlights from both auto
shows.
Chinese tech companies highlight industry's focus on
intelligent vehicle technologies at Auto Guangzhou
2024
Guangzhou, the capital city of Guangdong province in southern
China, is hosting the 22nd Auto Guangzhou 2024 from Nov. 15-24,
with most news catering to the local market. The major regional
auto show attracted more than 80 brands to showcase their latest
models — with 1,171 cars on display — including 512
new-energy vehicles (NEVs), according to the show organizer.
Global automakers like Nissan, Honda, Volkswagen, Audi and BMW
are participating, although Chinese automakers are capturing the
headlines with their strong presence in the electric vehicle (EV)
market.
As automakers increasingly focus on electric and intelligent
vehicle technologies, early media coverage has centered on Chinese
tech companies' growing presence at the auto show. Huawei-backed
HIMA (Harmony Intelligent Mobility Alliance), for instance, is
showcasing an array of models from the AITO, Luxeed and Stelato
brands. HIMA is an automotive alliance of brands introduced by
Huawei and its Chinese OEM partners.
The latest addition to this smart car technology alliance is the
MAEXTRO, a premium brand introduced by Huawei and JAC. Chinese
smartphone market Xiaomi also showcased its “halo car,” the SU7
Ultra. The SU7 Ultra prototype gained fame by setting a record lap
time for a four-door sedan at Germany's renowned Nürburgring
racetrack in late October.
These latest models from the smartphone makers demonstrate how
quickly the mainland Chinese market has embraced technologies from
the consumer electronics sector for use in the automotive
industry.
BYD, which set a monthly sales record of 500,000 NEVs in
mainland China in October, aspires to tap into the premium vehicle
segment with its new Denza models. The Denza Z9, a large five-door
sedan, features BYD's e3 tri-motor powertrain that produces up to
966 PferdStarke (ps) of power in the battery-electric model and up
to 870 ps of power in the plug-in hybrid model. This well-equipped
executive sedan will compete with the Mercedes-Benz E Class and BMW
5-Series in China's premium car market.
Image Credit: BYD
Meanwhile, global carmakers are equipping their latest
China-market models with smart cabin and automated driving
technologies. Nissan presented the N7, a midsize electric sedan
developed with its joint venture partner Dongfeng Motor. The
Japanese carmaker said the N7 will feature an automated driving
system developed by Chinese tech company Momenta. Additionally, the
N7 will offer Nissan's new-generation smart cockpit system powered
by Qualcomm's latest 8295 chip. Audi displayed its
latest-generation of BEVs and ICE production vehicles as it intends
to pursue a dual-track strategy.
Earlier this month, Audi launched the AUDI brand, a new product
line of BEVs developed with China's SAIC. SAIC will contribute
vehicle software development knowledge, while Audi will focus on
design and engineering. The AUDI brand, spelled in four capital
letters rather than being presented as the four rings logo, is more
of a startup brand for Audi. Its appeal to mainland Chinese car
buyers will become clearer when the first model is launched in
2025.
AutoMobility LA reflects utility vehicle dominance in
US market
AutoMobility LA saw a handful of new models, but as expected, no
new automotive brands debuted at this year's show. In the US,
auto shows have declined as the primary platform for new
vehicle launches. The models introduced at AutoMobility LA reflect
the US preference for utility vehicles, as well as demand for a mix
of propulsion systems.
Companies revealed several vehicles online in the week before
the show, including the 2025 Acura ADX compact crossover, the 2026
Honda Passport TrailSport midsize crossover and the 2026 Cadillac
Vistiq three-row utility vehicle — the ADX and Passport were on
display at the show. Of these three, the Vistiq is the only
electrified product, and it was not on display.
The 2024 AutoMobility LA show prominently featured the Hyundai
Motor Group brands, including Hyundai, Genesis and Kia. Other
traditional automakers had minimal announcements, and no new brands
are anticipated soon. The new products at this year's show were all
utility vehicles, with a mix of powertrains.
LA Auto Show, photo by Stephanie Brinley
Honda and Acura presented only ICE models, while Kia revealed its
best-selling Sportage with traditional ICE, hybrid and plug-in
hybrid options. Kia also showcased the EV9 GT with 501 hp and a
facelifted EV6 promising a larger battery and extended range.
Genesis introduced the updated GV70 midsize luxury SUV, in ICE and
EV versions, and announced the establishment of the Genesis Design
America office in California. The new office cements its commitment
to US market.
Hyundai's Ioniq 9 is the brand's first three-row
battery-electric SUV. The Ioniq 9 shares its platform with the Kia
EV9 but features Hyundai's sense of style and design. Although the
Ioniq 9 takes a distinct look from the EV9, its and design and
interior choices align with the Hyundai brand and its other
electric vehicles. The Ioniq 9 will launch in early 2025 in South
Korea and the US, followed by other markets.
Volkswagen was the other automaker with a key announcement and
shared the US specification of Tiguan. The Tiguan is the brand's
bestselling vehicle globally, and the European version was launched
in September 2023. The US model features differences in powertrain
and wheelbase, taking a bolder look with a stronger utility stance.
The most interesting update is the more premium interior. The
Tiguan remains competitive in the US compact crossover segment that
is dominated by the Toyota RAV4 and Honda CR-V, both of which
aggressively push hybrid variants.
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