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The growth of auto sales in emerging markets provides a good opportunity for automakers. Cost is a key factor for any automaker to win in an emerging market. This paper analyzes risks and opportunities in a low cost manufacturing environment. The Chinese auto market is used as an example and three categories of risks are analyzed. A typical risk assessment for cost reduction includes the analysis of environment risks, process risks and strategic risks associated with all phases of a product life. In an emerging market, emission regulations are a rapidly-evolving environment variable, since most countries with less regulated emission codes try to catch up with the newly- developed technologies to meet sustainable growth targets. Emission regulations have a huge impact on product design, manufacturing and maintenance in the automotive industry, and hence the related cost reduction must be thoroughly analyzed during risk assessment.