, Columnist
Why Americans Won't Buy Chinese Cars
China's latest entrant to the U.S. auto market is set up for failure.
The Trumpchi at rest.
Photographer: Qilai Shen/BloombergThis article is for subscribers only.
What would it take to convince American drivers to buy a Chinese-branded car? China's automakers have tried and failed to answer that question for at least a decade. Now another one wants to try: This week, on the eve of the Detroit Auto Show, Guangzhou Automobile Group Co. announced that it will begin exporting cars and sport-utility vehicles to the U.S. next year.
Although GAC's signature brand may be an evocative one for Americans -- it's called the Trumpchi -- don't bet on any big hits. Instead, GAC is likely to falter due to a familiar combination of impatience, inexperience in marketing to Americans and an unswerving belief that its domestic success can quickly translate globally.