Bad boy Chen rides again

A Beijing-based automobile rental company announced online yesterday its decision to use Edison Chen, a controversial Hong Kong-based Canadian singer-actor to be its product spokesman.

Chen will be representing the "leisure products" of China Auto Rental (CAR), said the company on their official Sina microblog yesterday.

"We hope to popularize the 'green commuting and new automobile consumption' concept that lies in car rental by having celebrity ambassadors, and hopefully more people will know about it and give it a try," said the company in the online statement.

Chen, 32, was at the center of a scandal that gripped the nation in 2008, when explicit nude photos featuring him and several female stars were leaked online. He apologized at a press conference in February 2008, saying he would quit the entertainment industry, but made a career comeback in October 2010.

The company announced Chen will represent their short-term car rental service, and another Chinese actor, Zhang Fengyi, is representing its long-term rental service.

Criticism was overwhelming, as Web users said it was a stupid decision since Chen would bring nothing but shame to CAR's public image. Some people joked choosing Chen is to remind the public that their vehicles are perfect to have sex in, as CAR reposted a Weibo entry from condom maker Durex about different ways to have flings in cars Wednesday.

Yao Junhong, CAR's executive vice-president, reposted the company's public announcement on his microblog and left a comment asking an automobile industry expert, Yu Hongjiang for opinion.

"How much risk do you think our decision will bring?" Yao asked.

The company became the first Chinese company on January 18 to file for a New York Stock Exchange listing this year.

Yao said it was "inconvenient to comment" yesterday, ahead of their US listing.　

"It's fine when Chen represents products for the younger generation, as most of those born before the 1970s are traditional and might hate CAR for choosing a sex photo scandal star," said Wang Shuili, manager at consultants Horizon Group's automobile industry department.

Controversial figures always attract attention and promote popularity, but CAR needs to offer quality service to make up for loss of reputation and win customers, he added.

"I don't think choosing Chen will hurt the company's image," said Beijing resident Yin Zhunzhi.

"It won't bring them too much popularity anyway, since there are so many car rental ads and we don't remember which is which," said Yin.