Having a sub-brand in China selling cheaper and/or older models isn’t something new, but it still came as a surprise when we came across reports saying that BMW is going down that route with Chinese partner Brilliance.
Expected to be announced at the upcoming Shanghai show, the sub-brand has been reported by Chinese media to have a local name called Zhi Nuo, which means The Promise. The new brand is expected to launch models based on the X1 and previous-gen E90 3-Series sedan, built at the partnership’s plant in Shenyang, China.
BMW’s global sales boss Ian Robertson said one challenge BMW and Brilliance faced was choosing the name. “Today that is more difficult than it was even two years ago. There are some very smart people who copyright trade names, patents, any name you can possible think of, even names you think you own.”
More surprisingly, BMW may export cars built under this sub-brand. BMW hadn’t decided which markets outside China the new brand would be sold in, but mature markets such as Europe hadn’t been ruled out, Robertson told Automotive News Europe.
Of course, the few questions we have are: how differentiated will the sub-brand cars be; how cheap; and if the cars are to be exported, what badge? Not long to wait now for the answers.
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it should be called “CMW” china motor works?
Brilliant move!! oh wait, why don’t they just call the brand “Brilliant Auto Works”??
Brilliant Auto WorkS! BAWS!!!
Damn, BMW wannabes will get very upset. After all the efforts to associate themself and to emulate BMW, these Germans create another sub-brand in China? They should instead award this title to Asia’s BMW that already have sooo many similarities with German BMW.
BMW > Peluhtua
you mean “Brilliant Motor Work” or BMW…hehehe…
Anything to drive up revenue, profits and shareholders return, else the Board may be fired!
even china export..
when comes to malaysia.
the car still very expensive.
after pru13 it wouldn’t be expensive….
kinda ssangyong for mercedes?
STW, Sum Ting Wong Motor works..
They can keep producing the older models (with a much cheaper price) alongside the new models.
Yes, the same can go to the previous generation Land Cruiser which can be reproduced to be the next generation Fortuner, no need new platform, no need redesign, everything copy bulat-bulat, just change the headlights and taillights will do. Save cost, as always be true for Toyota.
interestingly, brilliance has been copying or emulating the look of bmw cars for years and years..
when you can’t fight them (your enemy), join them. in this case, ask them to work together with you…..maybe that’s one of BMW’s agendas. lol….
can they then export this to Malaysia and sell the new E90 at below RM150K.. that’s way cheaper and better than recond/used E90 I think..
Are you sure you want to buy? What materials have been used? 100% following specifications from BMW German?
“Are you sure you want to buy? What materials have been used? ”
Some of us ask those very same questions about local cars. Also stadium roofs, Parliament roofs, power windows, and some teh tarik.
i think you got the wrong code..current 3 series is F30. E90 is the generation before this..
Like Skoda to Audi?
For the same price, you want to get the China e90 or Malaysia preve?