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Adhere to the road to build their own brand Brilliance Jinbei 500,000 vehicles off the assembly line
In September this year, Brilliance Jinbei Automobile Co., Ltd. is set to reach a significant milestone — the production of its 500,000th Gold Cup model. This achievement marks a major step forward in the company's journey. Alongside this success, Brilliance Jinbei has also initiated a strategic realignment in the light passenger vehicle sector. The Jinbei brand is undergoing a comprehensive repositioning, shifting from low-end models priced around 70,000 yuan to high-end options reaching up to 240,000 yuan. This transformation integrates three sub-brands: Jincaige Ruisi for premium segments, Golden Cup for mid-range, and Sea Lions for budget-friendly passenger and cargo vehicles. Each sub-brand targets distinct market segments, enhancing the brand’s overall appeal.
According to Vice President Zheng Yu, the company is currently preparing the launch of the Gold Cup Grace S series to commemorate the 500,000th unit. Despite a recent downturn in the broader auto market, Brilliance Jinbei maintained strong growth in the light passenger vehicle segment. In the first half of the year, sales reached 33,000 units, capturing half of the market share. Over more than a decade, the company has evolved into a key player in China’s automotive industry.
As the only Jinbei product that incorporates Toyota technology, molds, and management practices, Brilliance Jinbei now offers three main series with nearly 20 models, catering to a wide range of consumer needs. It has held the top position in the national light bus market for seven consecutive years. In 2003, the sales of Jinbei light passenger vehicles surpassed 74,000 units, accounting for 50% of the market in that category.
Chairman Su Qiang emphasized that Brilliance has developed into a balanced entity, supporting both passenger and commercial vehicles, while maintaining both independent and joint-venture brands. The company is committed to sustainable development through its own research and development capabilities. Looking ahead, Brilliance Jinbei will continue to follow its established strategy and operational methods, aiming to complete three key goals: making the Jinbei brand a leader in the commercial vehicle market, positioning Chinese cars as key players in the domestic market, and becoming a qualified partner for internationally renowned automotive companies.
Building an independent brand is a long and challenging process, but Brilliance remains dedicated to its path. (Jingyao)
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