June 12th will see Australia's premier motorsport event race for the first time in China. Ted Bullpit will be hopping mad though, the Holden Kingswood has become the Buick Royaum. Holden and Buick are both in the General Motors stable and in China the Holden Statesman and Caprice are sold by Buick. It appears only the car of Rick Kelly will be in Buick livery , which comes at the cost to Buick of sponsoring the car and its operation. The V8 supercars are attempting to establish themselves as a regional sport, General Motors wants greater branding in China, while Chinese officials want Shanghai to become the next Detroit. What about Holden vs Ford?

Chinese Car Culture

In modern society cars are one of the few places that mix isolation, time to one's self and the freedom of the open road. To many people, cars become an expression and extension of themselves. Chinese car lovers are no different. Major car manufacturers recognize this and are training Chinese car designers in Europe and Japan to supply cars for this market. Existing Chinese designers are branching out and seeking new opportunities.

It is inevitable that China will develop a unique car culture, probably quickly as it is the fourth largest automotive market already. China will have its versions of the Monaro, GTHO PhaseIII, Sandman, One-tonner etc. Is there a place for the Australian Holden's and Ford's in there? Judging by GM's thrust into China , which includes Buick, Chevrolet, Cadillac, Opel and Saab, maybe not. If there is a place for them it is in niche cars like the Statesman and Monaro.

Ford Australia has been unsuccessful exporting its cars. Holden has had more success, apart from the above-mentioned Buick Royaum , there has also been the export of the Monaro the US market as the Pontiac GTO. The sales fell short of expectations however as the US market thought the GTO a bit plain and frumpy. Holden also exports the Commodore to the Middle East and South America, but the sale of engines have been Holden's strongest export market.

Parochial Aussie Motorsport

With the lack of sales opportunities for Holden and Ford Australia in China, the V8 Supercars must be seeking the establishment of their brand of motor racing in China. The establishment of the V8 Supercars series in 1993 was parochial. The Group A and Group C racing had plenty of diversity in it, with smaller BMWs, Alfa Romeo GTVs, Jaguar's and Godzilla - the mighty Nissan Skyline. The openness of the previous classes are gone now, in preference for a V8 only series that comprises only Holden and Ford with their Commodores and Falcons.

The V8 Supercars series has not expanded beyond Australia and New Zealand where the tribal difference between Holden and Ford is well established culturally. Dave Richards of FPR was quoted as saying;

I am concerned about how far you can stretch the championship. This championship has worked on a very successful formula of two great brands fighting it out against each other on the Australian and New Zealand markets where there is a great following and great passion for it, and it has worked, very, very well.

Richards was speaking on this year's trip to Shanghai, and the speculation that a Middle Eastern race may be run in the future. The parochial nature of the V8 Supercars is probably limiting the wider appeal of the sport. Richards has a point; why would someone in China barrack for Holden and Ford when they will never own a Commodore or Falcon. At least in the Middle East they do have Commodores, even though they are sold as Chevrolet Lumina's.

More Cars, More Cars, More Cars

If Australia wants wider appeal for their premier motorsport then they can probably look to the safety car for this year. Chrysler is making a run at the Australian market with the 300c [Flash Warning]. A car which will compete directly with the Holden Statesman and Ford Fairlane.

Maybe this can be incorporated into the highly restrictive rules of V8 Supercars, but then again Chrysler is probably getting the exposure they want as a pace car for a niche luxury car - and doing so without running the risk of copping a hiding from a much cheaper Commodore or Falcon on the track.

It is probable that the parochial decision to restrict powerful cars such as Godzilla and V12 Jags from Group C racing has left Australia with a highly localised sport that will have trouble sustaining interest outside of Australia and New Zealand. The American Speed channel during 2004 televised the V8 Supercar series, but I don't see it on their current program listings .

Good luck to the drivers and teams in Shanghai. I remain uncertain what benefit V8 Supercars, Holden or Ford will derive from it though.

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