Honda wants in with the Chinese youth. At the Beijing Auto Show, the Japanese giant announced that it will launch a standalone 'edgy' brand exclusively for the Chinese market. Think Toyota's Scion in North America and you're in the right ballpark.

The brand will be called Li Nian, which means 'subject' in Chinese. Nope, no idea. Though Honda is staying vague on the details, the first model will be this new-Fiesta-alike five-door mini-SUV set to go on sale in 2010.

Based on the current Honda Jazz but vamped up in Honda's Chinese design studio, the Li Nian is likely to get the 1.8-litre VTEC engine out the Honda Civic.

Hardly revolutionary stuff, but if the car proves a success in China's nascent car market, Honda could be rolling in riches beyond its wildest dreams.

The big question is, though: will this inspire a spate of niche car brands? Top Gear has it on good authority that Hyundai plans to launch a standalone brand aimed at 70-something dog-owning retirees in the Tunbridge Wells area.