Brilliance Automobile Group Holding Co., Ltd. is the main force of "independent innovation, independent technology and independent brand" in China automobile industry.
Brilliance Auto is a wholly state-owned company established with the approval of Liaoning provincial government in 2002 according to the decision of the central government. It is a large enterprise group integrating R&D, design, manufacturing, sales and capital operation of vehicle, engine and core components.
Extended data
1, brand profile
Brilliance China's automobile project, which integrates international advanced technology, didn't cost the country a penny, and relied entirely on Brilliance Group to raise $500 million in international and domestic capital markets. In line with the principle of "developing and manufacturing complete vehicles with independent intellectual property rights, the technical quality level is synchronized with the international level, which is suitable for China's national conditions and affordable for Chinese people".
It took three years to make full use of international division of labor and cooperation. It is the first automobile brand in China that has independent intellectual property rights of the whole vehicle and can compete with the products of major international automobile companies.
The market positioning of "Zhonghua" car is a medium and high-grade car specially designed for China people. By controlling the total cost of car development, international bidding for spare parts and improving the domestic production rate, the production cost of "Zhonghua" car is within 654.38+million yuan, which is close to the cost of the same class car of international famous automobile companies.
The estimated market price is 1.5-0.25 million yuan, which is 30%-50% cheaper than the joint venture model of the same grade; The output in 2002 can reach 40,000-50,000 vehicles.
2. Brand development
The predecessor of brilliance jinbei Automobile Co., Ltd. is Shenyang Jinbei Bus Manufacturing Co., Ltd., which was officially renamed in June 2003. To understand brilliance jinbei thoroughly, we should start with the history of Shenyang Jinbei Bus Manufacturing Co., Ltd. ..
Shenyang Jinbei Bus Manufacturing Co., Ltd. is a joint venture established by Brilliance China Automobile Holdings Co., Ltd. and Shenyang Jinbei Automobile Co., Ltd., which was established on July 22, 2008 +099 1. The registered capital of the company is USD 4,446,543.8+USD 600,000, and the total investment is USD 570.98 million. Brilliance Company holds 565,438+0% of the company's total share capital, and Jinbei Company holds 49%.
One year after the establishment of Shenyang Jinbei Bus Manufacturing Co., Ltd., Brilliance successfully went public in new york, raising $72 million from new york stock market. Completely solved the problem of insufficient funds for the CKD assembly line of Jinbei Toyota light bus.
At the beginning of 1995, Brilliance Company, as the controlling shareholder of the joint venture company, proposed that enterprise management should be in line with international standards. Brilliance Company has taken a series of important measures, invested heavily in introducing foreign advanced enterprise management technology and management mode, and adopted TPS Toyota production mode and MRPⅱII II computer management system for manufacturing resources.
The overall quality of Jinbei Bus Company has been improved rapidly, and the mixed-model production mode of 66 models and 4 series on one production line has been realized.
In August of the same year, Jinbei Bus Company also passed the iso9000 series quality system certification of the National Machinery Industry Quality System Certification Center, becoming the first large-scale backbone automobile enterprise to obtain the national quality system certification.
1997, the production and sales of Jinbei sea lions exceeded 20,000 sets, and the sales volume reached 2060 1 set, with a market share of1.19%, realizing profits and taxes of 566 million yuan; The production and sales volume of 1998 reached a new level, with the sales volume reaching 300 18 sets, which continued to rank first, the market share increased to 16.66%, and the profit and tax was 866 million yuan.
From 65438 to 0999, the production and sales volume exceeded 40,000 units, the sales volume reached 42,527 units, and the market share rose to 23.43%. In 2000, the production and sales volume exceeded 60,000 units, and the sales volume reached 665,438+0,036 units. This leap-forward development is called "the miracle of China automobile industry" by foreign counterparts.
At present, the production scale in brilliance jinbei has reached the point where one "sea lion" goes offline every three and a half minutes, and there are 60 "Golden Cup sea lions" in every 100 light passenger cars.
With the increasingly fierce competition in the bus market, Jinbei Bus Company has continuously improved its products and introduced new products. Jinbei sea lion has developed from the past two types to the present 6- 15-seat ultra-luxury, luxury, standard, ordinary and economical five grades, and the price ranges from 70,000 yuan to 270,000 yuan ***4 series and 6 basic types.
There are 100 kinds of special purpose vehicles with complete high, medium and low grades, and a wide range of adaptive product combinations to meet the needs of different customers. At the end of 1999, Jinbei sea lion launched the EFI series, and the quality of the whole vehicle has also been revolutionized. At present, Jinbei Sea Lion EFI vehicle has accounted for more than 80% of the total sales.
200165438+February, brilliance jinbei Company signed a cooperation agreement with Toyota Motor Corporation of Japan to introduce Toyota technology and exclusively manufacture elegant multifunctional commercial vehicles.
In 20 17, about 560,000 BMW cars were delivered to customers in China, of which two thirds were produced by BMW Brilliance Tiexi and Dadong. The pure electric BMW iX3 will also be rolled off the assembly line at Dadong factory. This model will only be produced in China, which can not only meet the demand of China market, but also be exported to the global market.
In the first nine months of 2065438+2008, the sales volume of BMW Group's new energy vehicles in China market increased nearly five times year-on-year, and the cumulative sales volume of two domestic new energy vehicles exceeded 10,000 for the first time.
20 18 10, on the occasion of the fifth anniversary of the founding of BMW Brilliance/kloc-0, BMW Group and Brilliance Auto Group jointly announced that their shareholders would extend the joint venture agreement of BMW Brilliance to 2040. At the same time, the investment in BMW Brilliance will increase by 3 billion euros, which will be used for the reconstruction and expansion project of Shenyang production base in the next few years.
The completion of Tiexi new factory will double the existing capacity of Tiexi factory, and the reconstruction and expansion project of Dadong factory is also under way. In the next three to five years, the annual production capacity of BMW Brilliance will gradually increase to 650,000 vehicles/year, and 5,000 new jobs will be created.
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