For consumers, quality matters most. And this is the benchmark which for so many years had relegated the products made in China for their stereotypical inferior quality. But the widely held fixed and oversimplified belief is changing with a great number of internationally famous brands having their product origin in China. The resulting transfer of technology made the Chinese entrepreneurs and companies adroit and are etching a name in the global arena for their own products. Geely is one of them. Though relatively new in the car industry, starting with small van production in 1998, and finally obtaining state approval to make automobiles in 2001, Geely is now a name to reckon with in the global market. It began when on Oct. 28, 2009, US automaker Ford named Geely as the preferred buyer of Volvo Cars. The synergy is reaping success. In December 2011 it was announced that Geely would begin selling Chinese designed and manufactured cars in the United Kingdom at the end of 2012, with the first model to go on sale the Emgrand EC7. From then, the rest is history. And this year 2016, Geely, which has drawn the attention of car enthusiasts in Saudi Arabia, a prime market in the region, is launching its new model that exemplifies a car of a "new generation". The launch of Geely's flagship Emgrand GT sedan in Saudi Arabia will catapult the brand into a completely new dimension, it will be a dawn of a new era for the Chinese car company. No less than the President of Geely Holding Group Mr. An Cong Hui, who is in town for the launch, said the "new generation" highlights the value proposition of "creating refined cars for everybody" and the brand values of "dynamic and refined; confident and inspiring." The Chinese automotive industry is entering a new phase of development, as customers become increasingly sophisticated and demand more product personalization. At the same time, customers' expectations are rising, as they pay more attention to added value elements, such as product and brand experience, he noted. The Emgrand GT has a revolutionary design, showcasing Volvo designer Peter Horbury's interpretation of the Geely design language. It unites a striking sporty exterior with a high-class luxury interior, while simultaneously enhancing overall vehicle functionality and integrating state-of-the-art technologies with Chinese elements. The design of Emgrand GT combines striking external and internal features and vehicle. Inside the Emgrand GT, the dramatic, powerful character of the exterior gives way to a more relaxed, luxurious feeling of calm. The lines on the instrument panel and doors follow the sweeping lines of ancient Chinese bridges, carrying that China theme through to the interior. The theme is also featured on details such as the speaker grilles. The chassis adopts the double-wishbone sporty front axle used by a luxury vehicle, and the chassis tuning is provided by Australia rally specialists Prodrive. NVH (noise, vibration and harshness) is developed by Belgian LMS, ensuring stability and less noise. The 2.4T natural aspirated engine, 3.6LV6 high-efficiency all aluminum engine, and DSI multi-mode six-speed automatic transmission all come together to provide a dynamic driving experience. The old English saying "the proof of the pudding is in the eating" aptly describes the Geely Emgrand GT, which is expected to receive very warm reception in Saudi Arabia. — SG
