By on November 20, 2009

Hell of wealthy, yo. (courtesy:

We got a good giggle (and several excellent limericks) out of Chery’s Bentley-aping Riich brand logo back in March, so we thought we’d show off a peek at what qualifies as upmarket for Chery. Priced at about $8,165, the Riich X1 makes do with an 84 hp, 1.3 liter engine which motivates the tiny crossover to 60 mph in a very un-upmarket 16 seconds. Which is no big deal, considering top speed is rated at about 93 mph. The X1 does offer alloy wheels, climate control, parking sensors and mp3 connectivity though. As tempting as it is to simply laugh off at the Chinese version of upmarket branding, a look at this advertisement for the X1’s sibling, the Riich M1, shows a young professional-oriented vibrancy that’s become rare in US-market auto advertising. What the Chinese market clearly lacks in technology and expectation, it makes up for with an enthusiasm born of seemingly limitless potential. [via]

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8 Comments on “What’s Wrong With This Picture: That’s Riich Edition...”

  • avatar
    Via Nocturna

    I swear they lifted those headlights and the grille off a Tiburon. At least it was the second gen.

  • avatar

    I thought Saturn Aura when looking at those headlamps. Anyone laughing at the Chinese right now should look at where Hyundai was just 15 years ago and compare. GM had over 50% market share in the ’60s, they’re now well under 20%. Do not discount what the Chinese will be able to do.

    • 0 avatar

      They will need to deeply discount in order to break into the U.S. market.
      For all the success of Hyundai having essentially reached parity with Japan’s big three, it is the only non-European non-Japanese manufacturer to establish a foothold here, and only then after doing serious penance for its early mistakes. Hyundai certainly earned U.S. consumer derision; it’s hard to argue there’s much reactionary xenophobia and protectionism in the age of Honda/Toyota ascendency.  China’s now well established sloppy product safety record will be the biggest obstacle facing their entry.
      Consider too the industrial and political environment in which Korea’s chaebols flowered, and how China’s system could prove more provincial, fractious and corrupt (the last of which leads to headlines about melamine in infant formula and lead paint in children’s toys).

  • avatar

    Agreed.   I can’t help but think that every snicker we direct at a Chinese car will come back to haunt us someday.

  • avatar

    Anyone old enough to remember Jumpin’ John Goldsmith’s song “You’re Still Not Safe in a Japanese Car” … will hesitate to laugh too hard at Chinese efforts.

  • avatar

    I totally agree with the comment about the car advertisement.  It portrays owners as mature, professional, and energetic.  This contrasts sharply with what I see a lot of in US car ads (or ads for anything, for that matter): politically correct stereotypes, klutzes the viewer is supposed to laugh at, rebellious, spoiled, and/or immature kids, etc.

  • avatar

    They even ripped off Lou Bega’s  “Mambo #5” for their advertisement.  The song is way too similar.

  • avatar

    It kind of looks like a chrysler badged fiat panda.

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