Mandarin becomes a new vehicle for automakers to woo customers

Visitors tour the Toyota's booth at the Beijing International Automotive Exhibition in Beijing, April 25, 2016. Automakers showcased a new generation of luxurious SUVs at China's biggest auto show of the year to lure buyers in its cooling, crowded market.[Photo/IC]

Language has fast become a vehicle for automakers to localize in China.

Some contend that using foreign faces speaking in Mandarin to connect with customers is simply a superficial gimmick.

"Showgirls and celebrities have not been allowed at the auto show for the past two years. So car companies are trying something new to attract attention," said John Zeng, managing director of Shanghai-based consultancy LMC Automotive.

Zeng said it is a predictable ploy to woo customers.

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