China's homegrown brands are expected to become more popular in the next 10 years due to an increasing emphasis on product quality, auto industry insiders say.

And this commitment to raising standards will be highlighted at the ongoing 2012 Beijing Auto Show by Geely, one of China's leading domestic auto brands.

The carmaker's theme this year is "Superior Quality Geely".

The automaker will present 27 models under its three brands - Emgrand, Gleagle and Englon - on a 2,700-square-meter exhibition area.

It is noteworthy that 21 of the exhibited models have achieved volume production, or are about to be massively produced according to its plan.

The lineup reflects Geely's competitiveness in product design, research and development and production.

In addition to a rich variety of vehicles, Geely will also display intelligent technologies at the show, such as comprehensive safety systems, the GeTec energy-efficient engine and DSI automatic transmission.

Geely said safety technologies are the key to improving quality and form the core of its R&D strategy

Li Shufu, chairman of the company, said the top mission of Geely is to "make the world's safest cars".

The company has made a number of milestone achievements in safety technologies in the past few years.

In 2008, the Geely Vision became the first Chinese brand to get a rating of four stars in C-NCAP anti-crash tests.

In 2009, the Geely Panda was awarded five stars in the same test, making it the first Chinese subcompact to win such a rank.

In the years to come, the Emgrand EC7 and EC8 also achieved five-star ratings.

Its well-designed safety devices, including seat belts and airbags, are also on show at the event to further illustrate its innovations for safety technologies.

zhangyuan@chinadaily.com.cn