Chinese basketball star Yao Ming poses for photos after unveiling new car models from BMW at the Shanghai International Automobile Industry Exhibition on Tuesday. Photos: CFP

By Li Xiaoshu

Dressed in a massive white shirt, black suit and black leather shoes, Yao Ming hopped onto the stage, his patented half-grin plastered on his face.

The 2.3 meter-tall giant may not be a natural presenter, but upon hearing the cheers and hollers of the throngs of car enthusiasts surrounding the stage, he instantly relaxed and waved down to their eager faces.

It was the first time the Houston Rockets center has made a public appearance at the dazzling Shanghai auto show, which he compared to a traditional Chinese "temple fair," flooded by people looking for a combination of religious worship, entertainment and money-making opportunities.

He made a surprise appearance Tuesday at German automaker BMW's display as it unveiled a plug-in hybrid sedan based on the 5 Series. The car will be produced with BMW's joint venture partner Brilliance China Automotive Holdings Ltd and is set to go into production in 2013.

The car, however, didn't draw nearly as many eyes as the true star of the event, who also managed to make a neighboring (and rival) Japanese automaker's simultaneous press conference seem like quite the dud.

Indeed, the sound of snapping cameras almost drowned out Yao's own words.

"I hope I can do my part in protecting the environment, just like this plug-in hybrid," he said after being informed that the car's slogan – "From China, For China" – could very well apply to Yao's own story too.

Yao's next stop took him to the Mini exhibition, where he enthused over the tiny car's classic design, despite the uncertainty swirling around whether he'd be able to fit inside.

"Does this Mini have LED screens?" he asked, struggling to make it. In the end, despite waves of encouragement from the audience, it wasn't meant to be.

Vehicles have always been a big part of Yao's life. As a young boy, he "drove" his Shanghai-produced Forever Bicycle through the countless alleys of his hometown.

As an adult, Yao grew fond of car magazines and often fantasized about the kind of cars he'd buy after making it big.

"I was never a big fan of SUVs and sports cars – sedans are more my thing," he told the Global Times.

"The first thing I consider when buying a car is, naturally, whether or not I can fit inside," he said with a laugh. "Then comes safety. A unique and personal style that I can call my own is also at the top of my list."

His first car was a Toyota cross-country vehicle, which he has since given to his parents. He followed that with a custom-made blue BMW 745Li worth $120,000, which he said is just as much a car as it is a boombox for the music of Jay Chou, his favorite singer.

The floor mat and tailpipe of the car are marked with "YY-11," indicating the family names of Yao Ming and his wife Ye Li, while 11 is their basketball jersey number. He even had his and Ye Li's names etched into the car.

Though Yao savors the car's wide and comfortable seats, he said it's the acceleration that always impresses him the most.

"From 0 to 60 mph in 5 seconds, amazing!" he exclaimed. "I wanted an eight-cylinder car, but my mother wanted me to take two off because she was worried I'd go too fast."

Yao has long believed that BMW is the brand for him.

"BMW and I both value quality. We're both passionate and energetic. But I can't stay young forever, despite whatever plan BMW may have for me," Yao quipped.

On the higher end, Yao also owns an Infiniti SUV QX56.

"Many luxury vehicle consumers seem to only care about how the car's style represents their social status," he said. "I'd rather focus on comfort and pragmatism."

Although he may sit in a luxurious driver's seat now, Yao said he'll never forget his younger years with his two-wheeled companion.

"I kind of cherish the memories of those simpler times, but as China is growing into the world's biggest luxury market with a burgeoning middle class, we have to cater to them," he said.

Yao said he's also seriously considering buying a plug-in hybrid and will pay more attention to alternative-fuel and pure-electric models in the future.

"Emerging environmental problems and energy crises will bring upheaval to the industry, just like how cars took over carriages, even though it takes time to change people's driving habits," he said. "It's only when everyone works together to solve these problems will we finally see change."

Vitas, a Russian pop singer, appeared at a motor-home show launched by Shanghai Zhong Ou International Group Co on Wednesday. Photos: CFP

Stars for cars

At the Shanghai auto show, it was not difficult to spot international and Chinese celebrities endorsing brands and using their popularity as part of a marketing strategy in a country where fan culture generates enormous consuming power.

Russian singer Vitas, for example, appeared at a motor-home show launched by Shanghai Zhong Ou International Group Co on Wednesday, while Chinese actress and singer Fan Bingbing attended Daimler's vehicle launch. In the meantime, Hong Kong star Karen Mok  performed at the booth of luxury automaker Cadillac on Tuesday. Other celebrities presenting at the show included Chinese film director Feng Xiaogang and talk show hostess Yang Lan.