One of Aston Martin's special "Dragon 88" models.
According to the Chinese zodiac, this is the year of the dragon. But you likely wouldn’t need a calendar to figure that out at this year’s Beijing Motor Show. The dragon, the classic symbol of luck can be found on any number of models on display at the event, officially known as Auto China 2012, including those from Aston Martin, Smart and Chrysler.
The U.S. maker can certainly use a little luck. Its Jeep was the first foreign brand to start building cars in China, through a joint venture launched in 1984 – when the SUV maker was still owned by the old American Motors. But Jeep and the rest of Chrysler lost their presence in China when the U.S. maker was spun off by German partner Daimler. Its Mercedes-Benz brand took over the joint venture originally known as Beijing Jeep.
Now Chrysler hopes to re-enter the booming Chinese market and one of the striking models on its display in Beijing, this week, is the Jeep Wrangler Dragon concept. It’s adorned with the image, a dragon even to be found painted onto the insulation mat on the underside of the SUV’s hood.
One might see the dragon as especially appropriate for use on a Jeep, as the mythical creature is also a symbol for the natural world. But there are dragons to be found everywhere at the Beijing convention center.
The Jeep Wrangler Dragon.
(For more on the Jeep Wrangler Dragon concept, Click Here.)
Smart is hoping to breathe a little fire into its line-up with the fortwo Dragon Edition, designed for it by Brabus, which features a classic Chinese gold and red paint scheme, classic Chinese symbols for the dragon on its door pillars, and still more inside.
At the other end of the spectrum, Aston Martin unveiled its Dragon 88, a special limited-edition name it plans to apply to a variety of its model lines, including the V8 Vantage S, Virage Coupe and DBS Volante.
A grand total of 88 will be built, each featuring such niceties as dragon images embroidered on the headrests, with gold seat stitching and three special exterior paint choices offered.
Aston also hopes to appeal to China’s growing luxury market with a special edition of its 4-door sports car, he “Q by Aston Martin” Rapide, which it claims to have been inspired by the art of the Ming Dynasty. It features a special blue paint scheme, walnut door and trunk inserts and Ming-inspired seat embroidery. Apparently, a Ming vase is not on the option list, however.
The Smart fortwo Dragon Edition by Brabus.
“With the new limited-edition Dragon 88s, our ‘Q by Aston Martin’ bespoke service and the massive expansion of our sales network, China is on course to become Aston Martin’s third biggest market,” said Global Sales Director Andy Gawthorpe.
Ferrari also weighed in with the confusingly named Ferrari 458 Italia Chinese edition, which was finished off with a golden dragon.
Significantly, the dragon theme was a Western affectation, something domestic Chinese makers seemed to have skipped entirely.
Will the strategy work? It’s hard to say, but the dragon’s luck was apparent for Rolls-Royce which earlier this year sold out when it offered a “Year of the Dragon” version of its big Phantom model to mark the start of the Chinese New Year.