BMW to create sub-brand in China, exports possible

e90 kulim

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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Danny Tan

Danny Tan loves driving as much as he loves a certain herbal meat soup, and sweet engine music as much as drum beats. He has been in the auto industry since 2006, previously filling the pages of two motoring magazines before joining this website. Enjoys detailing the experience more than the technical details.

 

Comments

  • jejaka on Apr 08, 2013 at 11:06 am

    it should be called “CMW” china motor works?

    Like or Dislike: Thumb up 13 Thumb down 1
  • Josh Ling on Apr 08, 2013 at 11:22 am

    Brilliant move!! oh wait, why don’t they just call the brand “Brilliant Auto Works”??

    Like or Dislike: Thumb up 5 Thumb down 0
  • 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.

    Like or Dislike: Thumb up 4 Thumb down 6
  • mustafa on Apr 08, 2013 at 11:34 am

    you mean “Brilliant Motor Work” or BMW…hehehe…

    Like or Dislike: Thumb up 2 Thumb down 0
  • Anything to drive up revenue, profits and shareholders return, else the Board may be fired!

    Like or Dislike: Thumb up 2 Thumb down 1
  • Ryan.C on Apr 08, 2013 at 11:52 am

    even china export..
    when comes to malaysia.
    the car still very expensive.

    Like or Dislike: Thumb up 10 Thumb down 1
  • llgriver on Apr 08, 2013 at 11:56 am

    kinda ssangyong for mercedes?

    Like or Dislike: Thumb up 0 Thumb down 1
  • Gokul on Apr 08, 2013 at 12:12 pm

    STW, Sum Ting Wong Motor works..

    Like or Dislike: Thumb up 11 Thumb down 4
  • Black Dog on Apr 08, 2013 at 12:29 pm

    They can keep producing the older models (with a much cheaper price) alongside the new models.

    Like or Dislike: Thumb up 7 Thumb down 1
    • Jimmy on Apr 08, 2013 at 5:26 pm

      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.

      Like or Dislike: Thumb up 0 Thumb down 1
  • rally_fan on Apr 08, 2013 at 2:07 pm

    interestingly, brilliance has been copying or emulating the look of bmw cars for years and years..

    Like or Dislike: Thumb up 0 Thumb down 0
    • Josh Ling on Apr 08, 2013 at 3:15 pm

      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….

      Like or Dislike: Thumb up 1 Thumb down 0
  • 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..

    Like or Dislike: Thumb up 2 Thumb down 0
    • Jimmy on Apr 08, 2013 at 10:40 pm

      Are you sure you want to buy? What materials have been used? 100% following specifications from BMW German?

      Like or Dislike: Thumb up 0 Thumb down 0
      • Gegary on Apr 09, 2013 at 12:50 am

        “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.

        Like or Dislike: Thumb up 2 Thumb down 0
    • E90 Fans on Apr 10, 2013 at 11:02 am

      i think you got the wrong code..current 3 series is F30. E90 is the generation before this..

      Like or Dislike: Thumb up 0 Thumb down 0
  • Old dog on Apr 09, 2013 at 7:57 am

    Like Skoda to Audi?

    Like or Dislike: Thumb up 0 Thumb down 0
  • unforgiven on Apr 10, 2013 at 9:27 am

    For the same price, you want to get the China e90 or Malaysia preve?

    Like or Dislike: Thumb up 0 Thumb down 0
 

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