With MORE than 2000 auto companies, 11-hundred vehicles and a hundred world premiers, the Beijing Auto Show is China's auto market in a nutshell, at the China International Exhibition Center.

The phrase "Market Penetration" is constantly on the lips of domestic carmakers and their international counterparts alike.

Du Guozhong is a public relations manager at Chinese manufacturer BYD.

"As joint venture brands and their domestic self-owned brands lower their product prices and penetrate deeper into second and third-tier markets, China's own domestic brands are meeting tough competition. So our market share is sliding downwards in general."

Du's company is trying to fight back with unique products that meet the demands of average consumers.

"The key is to develop our own techniques and to offer unique products. I mean we can always learn from our competitors, but we've got to have some highlights of our own. We'll rely on science and technology to improve the consumer experience."

Certainly, going "geek" with technology is seen as one way to succeed in a highly-industrial business.

But there are others who dare take a risk to build up a name.

Zeng Yehui from GAC Gonow Auto boasts "unprecedented service".

"Our clients can return their cars for any or no reason within 7 days of purchase. So far, GAC Gonow is the only company that supports returning without reason. And clients who buy our Xinglang model during a promotion period can enjoy free maintenance till the car becomes obsolete. We are the first carmaker to guarantee that service."

With enough commitment to customer service, China's domestic brands might just make a breakthrough.

But Wuhu-based Chery seems keen on winning the battle when it comes to personal tastes. Former Porsche designer Hakan Saracoglu now leads their design team.

"And we are an international team, a domestic team of international influence. My job is really to show possibilities; it is the designers themselves, the young creative Chinese designers putting these things on the paper. I can take their creativity, and put it into a real car to show them how to build a car, but the creativity comes from those guys, who can do it better than them?"

Decades ago, when China signed the treaty to enter the WTO, people worried about Chinese carmakers being knocked out by competitive foreign brands.

Today, still, no one can forsee the futures of those automakers, but now at least some of them are trying their best to enjoy the ride.

For CRI and China.com, I'm Ding Lulu.