Brilliance China Automotive has raised its profile in Europe by being the only mainland exhibitor in the Geneva car show last week but market watchers said it would take a while for Europeans and Americans to change their negative views on China-made cars.
Despite being considered as 'one of the better carmakers in China' by observers from the show, Brilliance China may still find it difficult to sell to developed overseas markets, analysts said.
'This is because until now, there is not a made-in-China car running on the streets in the United States or Europe,' said director of Economist Intelligence Unit Graeme Maxton.
'Chery Automobile has signed a contract with Chrysler Group to build compact cars under the Chery brand and sell in the United States but that has yet to be realised.'
Eager to expand in the overseas markets amid falling margins in its home base, mainland carmakers have started joining international car shows in recent years.
However, their products underwhelmed in the previous shows, including the one in Detroit and Frankfurt last year, both of which privately owned Geely Holdings Group joined.
Market observers said they were unimpressed by the simple curve shape and poor ability to sustain impact of mainland cars. Such an impression may hamper Brilliance China's ambition to sell cars under its own brand in Europe.