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Adhere to the road to build their own brand Brilliance Jinbei 500,000 vehicles off the assembly line
In September of this year, Brilliance Jinbei Automobile Co., Ltd. is set to celebrate a major milestone — the 500,000th unit of its Gold Cup series rolling off the production line. This achievement marks a significant step in the company’s journey and highlights its growing presence in the Chinese automotive market. Alongside this milestone, Brilliance Jinbei has also initiated a strategic realignment within 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 includes integrating three sub-brands: high-end Jincaige Ruisi, the popular Golden Cup, and the more affordable passenger and cargo models under the Jinbei Sea Lions umbrella, each targeting distinct market segments.
According to Zheng Yu, Vice President of Brilliance Jinbei, the company is currently preparing to launch the Gold Cup Grace S series as part of the celebrations for the 500,000th product. Despite a recent downturn in the overall auto market, Brilliance Jinbei has maintained strong growth in the light passenger vehicle segment. In the first half of the year alone, it achieved sales of 33,000 units, capturing a significant share of the market. Over the past decade, the company has evolved into a key player in China’s automotive industry. As the only Jinbei series product that incorporates Toyota technology, molds, and management practices, it now offers three main series with nearly 20 variants, catering to a wide range of consumer needs. For seven consecutive years, Brilliance Jinbei has led the national light bus market in terms of market share.
In 2003, the sales of Jinbei light passenger vehicles surpassed 74,000 units, making up 50% of the market in its category. Su Qiang, Chairman of Brilliance Jinbei, emphasized that the company has developed into a balanced entity, supporting both passenger and commercial vehicles, while maintaining a dual approach of independent brands and joint ventures. With strong R&D capabilities and a focus on sustainable development, Brilliance aims to become a trusted partner for international automotive giants.
Looking ahead, the company plans to stick to its established strategy and continue fulfilling three key goals: making the Jinbei brand a leader in China's commercial vehicle market, positioning Chinese cars as key players in the domestic market, and building Brilliance into a qualified partner for globally recognized car manufacturers. Creating an independent brand is a long and challenging process, but Brilliance remains committed to its path forward. (Jingyao)
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