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Guangzhou Honda to Launch New Chinese-Only Li Nian Brand
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At this year's Auto China exhibition, Honda's stand featured a new concept
Li Nian concept crossover: a preview to the new Li Nian brand. (Photo: Guangzhou Honda)
car that was designed in collaboration with its Chinese partner, Guangzhou.

The idea behind the Li Nian concept vehicle is to demonstrate to the public a completely new branch of product which is expected to come to market by the end of the decade. Honda's Chinese operations want to attract a more youthful buyer to its dealerships, and will do so by launching the Li Nian (the name is shared with the concept car) sub-brand with styling, features and pricing that will interest younger buyers. Think of it as a Chinese Honda version of Toyota's US-only Scion division.

Although no technical information is available regarding the Li Nian, it will certainly play an important part in the brand's growth. Its size and shape will
Targeting younger buyers, just like Scion does for Toyota. (Photo: Guangzhou Honda)
allow it to enter into the compact crossover market, one of the most rapidly growing segments in China, while its styling – very different from other Honda products – stands out. From certain angles, you can't help but see a bit the new Ford Fiesta / Verve concepts, in particular the inverted trapezoid grille, the deep-cut character lines that rise from the front fenders across the body, and the design of the wheels, but from other angles it's definitely a new and unique product.

The new offshoot product range will be developed in China, and will only be sold in the Chinese domestic market. It is expected to become available in early 2010.


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