Brands from General Motors Co to Chinese SUV maker Great Wall Motors are unveiling new and restyled sedans, sport utility vehicles and other models at Auto China 2014 this week.

China is the world's biggest market, with 17.9 million vehicles sold last year. But sales growth is forecast to slow from last year's 15.7 per cent to 8 to 10 per cent this year. And competition is intense, with global car makers jostling with 25 local brands for sales.

Ambitious domestic brands such as Chery are losing ground to foreign rivals.

Sales by Chinese independent brands shrank 2.6 per cent from a year earlier in the first quarter while the overall market grew 7.9 per cent and their market share shrank.

GM plans to unveil a new Chevrolet Cruze compact and display an updated Cadillac CTS and Chevrolet Trax SUV. Nissan looking to China to help drive its global turnaround, will debut a concept sedan.

Chinese car makers plan to use the show to highlight improvements in design and technology.

Great Wall will unveil a new SUV. Geely Holding Group, owner of Sweden's Volvo Cars, is launching a new branding campaign. BYD, the country's leading maker of electric cars, will show a compact sedan and plug-in hybrid SUV.

Adding to a crowded market, Ford on Thursday launched its luxury Lincoln brand in China.

AP