Some domestic Chinese automakers are taking a fresh approach to impress the public at next week's Shanghai auto show: quality rather than quantity.

Instead of displaying many new models as in past auto shows, at least three companies -- Zhejiang Geely Holding Group, BYD Co. and Great Wall Motor Co. -- will emphasize their growing sophistication by highlighting new engines, gearboxes and other technologies.

This is a step in the right direction for a company such as Geely, which displayed 22 new models at the 2009 show -- a whopping total. Geely and other domestic Chinese automakers realize that improving quality is much more important to long-term success than rolling out lots of new vehicles.

Geely, in a statement last week, only briefly mentioned the four new models it will show in Shanghai. Instead, it focused on energy-saving technologies such as a new stop-start system and an upgraded automatic transmission.

Its value proposition is "Quality Geely," the company said in its statement. In other words, the company is emphasizing quality first.

BYD has gone even further to highlight its technologies. The company's press release did not mention any new models. Instead, it discussed two technology initiatives: a new turbocharged direct-injection engine and a double-clutch transmission.

Likewise, Great Wall's press release made a big fuss over the company's turbochargers, direct injection and variable valve technologies.

It is unclear whether all Chinese automakers are ready to give up their old ways. Chery Automobile Co. has yet to announce what it will display at next week's show. In 2009, Chery exhibited 32 new models.

But other Chinese automakers appear determined to emphasize quality rather than quantity.

Turbochargers, stop-start systems and direct injection are common technologies for global automakers. It's refreshing to see that domestic Chinese brands are emphasizing them for the first time.