The Auto Shanghai 2009 kicked off at the International Expo Center in Shanghai on Tuesday, boasting a record high of 1,500 carmakers worldwide.

Since its debut in 1985, the event, held every other year, has become one of the most influential auto exhibitions worldwide.

The show has caught up with the Frankfurt, Geneva, Paris, Tokyo, and Detroit shows, after being added to the international Class-A auto show list.

Earlier this year, both the Detroit and Geneva shows saw smaller numbers of participants compared to previous years, with some major auto players absent.

But now, the Shanghai show might have overtaken them as it is putting on a brave foot forward, providing a great platform for global players amid the lingering financial turmoil. Quite a number of those, like Japan's Nissan, have shown up in Shanghai with all they have.

Huo Jin, the Nissan's PR manager explained that the company will present 17 car models in Shanghai, 11 under the name Nissan, while another six under the sub-brand Infinity. The scale is equivalent to last year's and hasn't shrunk in Shanghai.

Despite the recession back at home, America's top three automakers, General Motors, Ford and Chrysler, showed up to the show with all they have. The three auto giants sustained their position at the Expo Center by jointly occupying 5,000 square meters.

Teaming up with its Chinese partner of Chang'an Motor, Ford plans to present 37 car models.

Several domestic automakers chose the Shanghai show as a good chance to renew their images through brand restructuring.

Cherry, one of the major independent automakers in China, will present its productions in four sections, each with an independent sub-brand, namely Chery, Riich, Rely, and Karry. Two of the newly set up sub-brands, Riich and Rely, will be used on luxury cars and high-end MPVs.

"This is the first time that Chery will display its four sub-brands in a show," the company's spokesman Jin Yibo said.

Jin believes the Shanghai Auto show will be a key platform for domestic auto makers to promote themselves and inject more vitality to the country's auto market.

Similarly, Zhejiang-based Geely Auto showed up with a slogan of "New Geely," and three new sub-brands on display at the show - GLEAGLE, EMGRAND, and SHANGHAI ENGLON, each targeting different sectors of the market.

(CRIENGLISH.com April 23, 2009)