Ford Ponders a China-Specific Brand

Ford Motor Co. and its partners in China may create a new brand for the Chinese market, according to Joe Hinrichs, president of Ford's Asia Pacific and Africa unit.

The company currently sells Ford-badged vehicles in China through a car venture with Chongqing Changan Automobile Co. and a truck venture with Jiangling Motors Corp.

A China-only marque would allow Ford to sell low-priced models without tarnishing its namesake brand a strategy several other carmakers also are taking. China's central government also is encouraging ventures to create China-specific brands to help strengthen the country's domestic auto industry.

General Motors' Baojun and Nissan's Venucia brands are recent arrivals. Daimler, Honda, Kia, Suzuki and Volvo are planning to roll out China-only marques.