Auto Channel

Honda and their Chinese partner Guangzhou Honda Automobile have this weekend announced an entirely new brand for the Chinese market. The Li Nian marque will launch in 2010 but Honda has debuted the brand's first concept car at the Beijing 2008 Auto China.

Li Nian roughly translates to English as 'idea' and is based on Guangzhou Honda's desire to create a new brand by Chinese and for China. Li Nian hopes to pursue lofty ideals with a challenging spirit, or an affordable car with dynamics and stylishness.

The Li Nian Concept was designed entirely by Guangzhou Honda Automobile Research & Development, and even though Honda HQ in Japan is supporting the effort, Guangzhou Honda will take all initiatives and eventually sell the new brand through their existing dealer network.

As a final note, Li Nian is the pronunciation of the Chinese brand name; therefore, it will not appear on any product and is included here for reference only.