Customized cars for maturing market

Schnitzer now has seven outlets in China selling completed cars.

Most of the outlets are in first-tier cities, although the company is also making efforts to expand into smaller cities.

Its ACS5 35i, a modified version of the new BMW X5, made its debut at the recent Beijing International Auto Show.

This year a number of new models including the ACS7 40i and ACS6 35i will be available, according to the company.

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"I believe in the coming years we can offer more individualized, personalized cars to customers," he said.

"You can use customized wheels, adjusted air dynamics, adjusted exhausts and completed kits."

AC Schnitzer is currently allowed to import and register completed modified cars for Chinese consumers, but tuning locally is still prohibited, said Yang Dan, general manager of its China's office.

Tuning associations from Europe are now working hard to find solutions to get approval from countries including China that strictly forbid local customization.

The China Exploration and Design Association released a survey in April that found the value of the vehicle modification business in China this year will reach 50 billion yuan ($8 billion), with 30 to 50 percent year-on-year growth.

But without legislation and sufficient qualified mechanics, growth in the industry has been constrained.

"I think it will take a while but we will succeed, because these are safe, high-quality parts (we import)," said Fois.

The company said that in the last four or five years, Chinese customers have become much more knowledgeable, so it needs to produce and develop the "right parts and right cars".

"This segment is very important for AC Schnitzer's development in China," said Fois.