GUANGZHOU, China, April 21, 2008 - Guangzhou Honda Automobile Co., Ltd., a Honda automobile production and sales joint venture in China, today revealed the name of its new proprietary car brand, 理念(LI NIAN)*, that will begin selling products in 2010, and debuted the 理念(LI NIAN) Concept, a concept car that indicates the direction of the brand. Both announcements came at the 2008 Beijing International Automotive Industry Exhibition (Auto China 2008) which is held April 20 through April 28, 2008 (Press days: April 20 & 21, 2008).
Guangzhou Honda conceived the name for its proprietary brand, 理念(LI NIAN), based on a desire to create a brand that will continue pursuing lofty ideals with a challenging spirit. While receiving support from Honda Motor Co., Ltd. in Japan, Guangzhou Honda will take the initiative to develop 理念(LI NIAN) brand products that embody more of the specific needs of Chinese customers. The 理念(LI NIAN) brand products will be sold through the Guangzhou Honda sales network. Honda became the first foreign automaker in China to develop products under an original brand of a local joint venture company.
The design of the 理念(LI NIAN) Concept represents the automobile's challenge to realize a dream-inspiring future, and reflects the image of a dynamic, stylish, and high-quality life for a new generation. Both the styling and engineering design for the 理念(LI NIAN) Concept were completed by Guangzhou Honda Automobile Research & Development Co., Ltd. (GHRD) which was established in 2007.
At the Auto China 2008, Guangzhou Honda also announced its plan to begin sales of the all-new Fit before the end of the year.
- *LI NIAN is the pronunciation of the Chinese brand name 理念; therefore, it will not appear on any product and is included here for reference only.
理念(LI NIAN) Concept
Overview of automobiles to be displayed at Auto China 2008
- 理念(LI NIAN) Concept – a proprietary brand
- All-new Fit
- FCX Clarity - all-new fuel cell vehicle
- CR-Z – the next generation hybrid lightweight sports concept
- All-new Accord and other production vehicles
- All-new RL *Sales in China is scheduled to begin in latter half of 2008.