Chinese Car Brands That Time Forgot: Shuguang Auto

Today in CBTTF: Shuguang Auto, a brand under the Shuguang Group. In the late 1990’s and early 2000’s Shuguang Auto made a series of fairly typical five-door SUVs, but they also made one far more special 3-door variant.

The Shuguang Group was founded in 1984 in Dandong City, Liaoning Province. They started as an axle maker. Later on they added other components to their lineup, and they begun building a series of small trucks (bottom-right).

In the late 1990’s they owned two car brands plus their car-producing licenses: the namesake Shuguang Auto and the much better known Huanghai Auto, which is still around today. Shuguang and Huanghai shared lots of parts and engines and they made similar 5-door SUVs. Only the 3-door was unique for Shuguang.

Designation of the Shuguang brand was DG.

Shuguang logo

Shuguang challenger

The body-on-frame Challenger SUVs was the first Shuguang-branded passenger car, launched in 2000. Designation was DG6471.

In those days, literally dozens of small and smaller Chinese companies started making SUVs, a craze not unlike we see today with electric cars. They all looked alike and that was because most of these carmakers bought their main components at the same suppliers. This included entire bodies, entire platforms, and engines. The Shuguang Challenger was just such a vehicle, and therefore a very typical car of the era.

The Challenger was a pretty car to see, especially in this white-gold color scheme. The grille was small but distinctive, the bumper had a rather complex design, the lights were very simple, the wheels sporty, and the decals ultra cool.

There was a large spoiler on the roof and a gigantic spare wheel cover on the back door.

The DG6471 Challenger was a big car: 5065/1770/1880, with a 3025 mm wheelbase. It could seat 5 or 7 with an optional extra bench in the back. It was available with two petrol engines:

1. A 2.237 liter four-cylinder petrol engine made by Jinbei, designated JM491Q-ME, with an output of 102 hp and 193 Nm.
2. A 2.351 liter four-cylinder petrol engine made by Great Wall, designated GW491Q, with an output of 100 hp and 190 Nm.

Both engines were mated to a 5-speed manual, sending horses to the rear wheels. Price started at 109.800 yuan, which was very similar to competing cars.

Shuguang Conqueror

The Shuguang Challenger was replaced with the Shuguang Conqueror in 2003. The Conqueror was basically and updated Challenger. It is also the best known Shuguang-branded 5-door SUV. The factory picture shows a brown-gray example in an ocean with high waves. The text on the license plate reads 曙光征服者, Shuguang Conqueror.

The Conqueror got a new designation too: DG6472. It was more expensive, priced at 129.800 yuan, but it had a lot more goodies on board.

Factory photo. The front was completely redesigned, with a new grille, large headlights, and a new bumper section. Decals and alloys remained the same.

I actually saw the Conqueror when it was just new on the 2003 Changchun Auto Show in Changchun, Jilin Province. Also see the first picture above this article. Sadly I didn’t take too many photos of the Shuguang booth, as I was mostly on the hunt for a collection of classic Hongqi’s. More on this show in a later post.

Power came from the famous 2.4 (2351 ml) liter Mitsubishi ‘4G64’ engine, which was used by many small Chinese car makers at the time. It was made locally by the Shenyang-Mitsubishi engine-making joint venture, which still exists today. Output was 125 hp and 190 Nm. The engine was mated to a five-speed manual and top speed was 125 km/h.

Very cool photos of the mighty Conqueror in a Shuguang dealer.

Shuguang logo on the steering wheel.

The higher price was well worth it. Besides the new engine, the Conqueror was also more luxurious than the Challenger. It had faux-leather seats, lots of plastic-wood trim, pink (!) door panels, an adjustable steering wheel, a CD/VCD player, and a smart mirror.

These smart mirrors were a thing in the early 2000’s. They looked like this:

The smart mirror was a real mirror with additional functions, such as warning lights, a clock, a temperature gauge, and usually a compass.

The CD/VCD player sent the video output to the passenger’s sun visor, where normally the vanity mirror would be. The system always worked, even when the car was driving. The passenger could change the volume and track. They were used a lot to play in-car karaoke, the CD/VCD player had a microphone jack.

Many car makers sold similar systems. Strangely, after 2005 or so the in-car karaoke fun largely disappeared.  But nowadays, in the year 2020, karaoke is making a comeback as part of modern large-screen infotainment systems. But you can only sing when the car is stopped! Ah, everything used to be better in the old days…

A nice example in white, which was a rare color for the Conqueror. The decals are purple blue.

The world needs more gigantic bull bars! These were after-market accessories but they were usually available at the dealer.

Shuguang Conqueror update 2

In 2006 the Shuguang Conquer was updated again. The grille and bumper became more complicated, there were new wheel arch extenders, new cladding on the sides, new decals, and new side boards.

The shape of the front wheel arch extender is very interesting, with a straight top-line running with the bonnet, and then down.

This particular car has sweet Conqueror decals on the front door.

The Mitsubishi 2.4 remained, and for the first time there was also a diesel engine available. This engine was a 2.7 liter ‘4JB1’ Isuzu unit, manufactured locally by the Jiangxi-Isuzu joint venture. Output was 96 hp and 220 Nm.

This is the interior of the green car. Strangely, this one has a Huanghai logo on the steering wheel instead of the Shuguang logo.

The VCD screen is different here, with the buttons below the screen instead of on the left side.

The smart mirror showing a temperature of 25 degrees.

Roof rack and roof spoiler were factory standard. Bumper extension and ladder are after market accessories.

The odd grille looks better on a light-colored car!

Shuguang Conqueror update 3

The final update of the Shuguang Conqueror arrived in 2009. This update worked quite well, the car looks far more sophisticated than before. The Conqueror gets a new grille, a new bumper, and new headlights. One thing that never changed since the very first Challenger: the alloys! No matter what grille or bumper, the alloys remained as they were.

The decals look a bit better too. This example looks very nice, in cream white brown with darkened windows. The Conqueror was available with the 2.4 and the 2.7 diesel. Base price went up to 139.800 yuan

The entertainment system was upgraded too. As we have seen, the previous car’s player could play CDs and VCDs. But now it could also play DVDs! Other new equipment included a reversing radar and a new anti-theft lock system.

Note, once more, the very complicated design of the bumper. There actually seem to be two parts: one ‘base’ bumper and a piece that is attached to it. I find it very interesting that Shuguang paid so much attention to the bumper’s design on an otherwise very simple designed vehicle.

Shuguang Runway

And now, finally, we get to the car that is the reason for this article: The super cool Shuguang Runway, the 3-door variant of the Challenger/Conqueror. Designation was DG6400.

Shuguang was, as far as I know, the only Chinese car maker who made a 3-door SUV in that era. The almost-as cool Landwind X9 arrived much later. The Runway is far less known than the Challenger/Conqueror and sales were much lower in comparison.

The first Runway had the same design as the Challenger. When it comes to the later updates, the Runway largely followed the update-path of the Conqueror, with one exception: the Runway skipped the Conqueror Update 2, which is fine, as that update was the least pretty one anyway.

The Runway came without the wild decals. Instead, it had a single white line running from the front fender to the rear. To get from the 5-door to the 3-door, Shuguang basically cut the rear doors out. The cargo compartment on the 3-door is the same size as on the 5-door. It was standard a two-seater with the option of two folding seats in the rear.

But of course it a bit smaller overall: 4275/1771/1880, with a 2235 mm wheelbase. Power came from the 2.2 liter JM491Q-ME, in the Runway good for a 110 km/h top speed and a fuel consumption of 9.5 liter per 100 kilometers. Gearbox was a five-speed manual again, sending horses to the rear wheels.

Price started at 82.800 yuan, quite a bit less than Shuguang asked for the 5-door. Coolness can be cheap… And the roof rack was standard!

Shuguang Runway Update 1

The first update gave the Runway the same design as the first Conqueror. The factory photoshop shows a red-gray example in a business district with large office buildings and a small path surrounded by tropical plants. Not really the sort of area where one would expect a Shuguang Runway. License plate reads Shuguang Runway (曙光骄子).

The new grille looks great on the Runway, giving it a more cohesive design. This variant of the Runway is the best-known and it was the best selling one.

The large rear spoiler make for a muscular look. This particular car has an ultra cool dealer-provided spare-wheel cover cover, showing the company’s name in Chinese and in pinyin, plus a raging bull and a telephone number. The raging bull has no direct relation to the Shuguang brand but it looks nice nevertheless.

I really like this one, red with the bumpers, wheel arches, and side cladding in body color. It is the only example I have ever seen in this style. Not sure if it was a factory option or if it was an owner’s project.

Very pretty in blue silver (same pic as above the article). Note how much higher the front wheel arch extender sits compared to the rear wheel arch extender. This one has the rear-seats option, with two seats standing very straight up, located right over the rear axle. Must have been very comfortable! Equipment-wise the Runway largely followed the Conqueror, it also had the VCD system and the smart mirror.

Shuguang Runway Update 2

The second and final update of the Runway brought the design in line with the third update of the Conqueror. It got the same front design and the same odd front wheel arch extension.

But there was more. The Runway second update got a raised roof! A very daring design decision that made the car look rather different. And most importantly; it came with factory standard decals again, showing red flames over the doors and rear fenders.

The factory photo shows the Runway photoshopped on a field of grass, with again office buildings around it. Was Shuguang’s PR-department aiming at bored office workers wanting to go wild up mountain in the weekend..?

The raised roof is clearly visible here. It actually slopes, with the most extra space right above the rear passengers. This fine yellow example doesn’t have the flame decals.

The Mitsubishi 4G64 2.4 became available too, it was sold alongside the JM491Q-ME and cost some 15.000 yuan extra. The diesel was not available in the Runway.

A very nice set of a fiery red car, with the raised roof and the decals. Shuguang went wild with the faux-wood panels, the stuff sits even around the air vents. The control panel for the air conditioning was quite advanced for its time, with a display and soft-touch buttons.

A factory fresh car on the booth of an auto show, with balloons on the roof.

And sadly, here the Shuguang story ends. The Shuguang Group sold the production license for the Shuguang brand to Hawtai Motor (Hautai). Hawtai Motor ditched the Shuguang name and branded their cars Hawtai. After some initial successes the brand faded away in the mid 2010’s.

The Shuguang Group currently operates under the SG Automotive name. They are still making parts and they still own the Huanghai brand. Recently, they also launched the Raytour minivan brand.

More Chinese Car Brands That Time Forgot soon!

Sources: Baike, Baike, BitAuto, BitAuto, Auto6s, Autohome BBS, BJPCauto,  Hx2car, FBlife.

Terms:

Shuguang Auto: 曙光汽车.
Shuguang Automobile Group Co., Ltd.: 曙光汽车集团股份有限公司.