BMW Brilliance Adds "power" independent high-end still depends on foreign investment

Posted on 6/15/2015 10:04:49 AM

Looking for its own brand of high-end path aspect, Qi Yumin, chairman of Brilliance Auto and again straighten the spine.
Recently, BMW Brilliance Automotive Group officially announced its new morning power engine manufacturers (01148.HK) to obtain authorization BMW Group, BMW series engine production prince. The series engine will be officially put into operation in the third quarter 2017, the relevant models will be powered by the Brilliance high-end independent models.
In fact, this is the core powertrain technology support following the previous first light commercial vehicle "Hua Song 7" N20 engine equipped with BMW Brilliance Automotive again received from joint venture partners at BMW. The BMW Brilliance booster engine sector, is one of the Brilliance automobile brand from imitation to learning core technology transition path. Converted Brilliance Auto is also the moment to expand domestic brand car prices in the process of a microcosm to the high end.
Under the tutelage of BMW
"In the production processes are not ends in contact with the BMW engine production, our ultimate goal is to make all these advanced engine core technology digestion, absorption, into their own technology." June 10, sat in an interview room temporary hotel in Shenyang, Qi Yumin seems quite unashamedly.
In its view, the core power foreign joint venture production models of Chinese production and assembly technology licensing, and provide technical support, its own brand of "first time." One of the new ways and this is its own brand car prices have advanced engine technology, will effectively solve the problem of the lack of historical autonomous car prices and other core powertrain technology.
"In the development phase prince series engines, Brilliance Auto's technical staff on the broad participation of the future of the domestic stage, BMW will provide all engineering drawings and technical support staff, which will also help to fully grasp the core technologies related to brilliance." New Morning Yun Wang, general manager of the power to "China Business" told reporters.
It is understood that the prince made after the BMW series engines off the assembly line will be the first platform mounted on M8X Brilliance China Automotive related models. On top of this platform, Brilliance Auto planned sedan, SUV and crossover models, planned 2017 production. Prince will be the future engine of the vehicle Brilliance Group product mix that into the market may also be sold to third parties.
"All along the high-end of the road is very bumpy autonomous car prices. Current foreign brands have entered the stage of development of the brand, and our own brand car prices still make products, and even quality problems." Qi Yumin, explaining the current independent brand car prices take the high road of pain points, which also contributed to its determination to enhance the strength of the core technology of Brilliance China Automotive reason.
In its view, with the Prince series engine and Brilliance Auto of grafting, to take advantage of joint venture partners, breakthrough had its own brand of high-end bottleneck, solve the core components of relatively poor level of technology issues, will ultimately create Brilliance Automotive target high-class cars.
"Blood transfusion" Brilliance
And most domestic independent brand car prices start from low-end models "reverse development" process is different from the path of development of independent brands, Brilliance Auto outset choose the opening to go. The Chinese and Grandeur is the Brilliance Auto autonomy "starting point" of the product.
After the year 2000, its own brand of R & D investment of 3 billion yuan of funds, and hire foreign automotive design company to build several large car platform. China launched at the beginning, with the highest priced models close to 20 million, which also was the only one who dares to become directly with the foreign brands "destabilize" the autonomous vehicle. Precisely because of this, Brilliance Auto was once seen as the industry's most R & D strength and brand value of own-brand car prices. But in the core technology research and development level, Brilliance Auto does not seem to go far ahead. Thereafter, Brilliance Auto also because less movement in terms of high-end models, which were fading out of sight the industry.
By the end of June last year, BMW N20 engine power officially put into operation in the new morning, then mounted on the BMW 3 Series and 5 Series cars made in China. Thereafter, Brilliance Auto's first commercial vehicle engine equipped N20 Hua Song 7 officially launched, Qi Yumin and Brilliance Auto has thus restart the high-end dream. Then Brilliance Auto and BMW began to discuss domestic car carrying Prince for BMW series engines. With this BMW Prince engine, being duly authorized to implement the new morning power of domestic, high-end strategy Brilliance Auto also will enter full scale development time.
Qi Yumin make quite proud that in addition to providing more support from domestic engine models, BMW's technical team began stationed Brilliance Auto, Brilliance China Automotive Technology team to help digestion and absorption of the core technology. BMW board of directors or even every year, when a budget BMW Group will remain part of the funds used to support the cause of Brilliance China Automotive autonomy, particularly to help improve the quality of brilliance.
End of the War
In fact, including Brilliance Auto, including, in recent years in the face of the joint venture vehicle price gradually dropping, when the situation escalating consumption structure of China's automobile market, the majority of independent brand car prices, "low quality, quantity win" development route begins less and less optimistic.
In this case, since 2009, nearly all mainstream brand car companies have announced their high-end strategy, launched a number of the main high-end market models, hoping to break the high-end products currently facing brand ceiling. But neither of these models from the market point of view, or own-brand car companies own sustainable development strategy, the first round of own-brand car prices high-end strategy failed.
"In the past, its own brand" market for technology "shouted a dozen years, but eventually dropped the market did not return the real core technology." Well-known auto industry commentator Zhang Zhiyong said that now, in terms of brand position, the core technology, procurement system or management level, its own brand of high-end path still faces many obstacles.
However, under foreign brand cars constantly under the pressure of the background, it is the only way to do high-end independent brand. Right now, the independent brand car prices began a new round of "high-end" action: Chery Implementation of "Returning a Chery" strategic transformation, transfer from the A-class car started storming forward development; Geely acquisition of Volvo to launch new high-end models by means of Brilliant, but still in its infancy; FAW Hongqi attempt reformer; Great Wall Motor leveraging force high-end SUV; BYD turn away high-end models of new energy development roadmap.
Industry generally believe that own brand car prices introduced models of high-end brands and the purpose is to change the past in order to low-end models based products structure, enhance the brand image and product premium capacity. And now, through various avenues of cooperation with foreign technology, the development of joint ventures to compete with the joint venture brand models, in order to enhance its own brand reputation and market competitiveness, it is still one of the major high-end brand to go the independent route.
Now, including Brilliance Auto, including, most independent brand car prices have been high-end strategy for early correction, this time, Qi Yumin were able to get what you want it?

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