Lejian Auto is a new energy aggregation platform under the Auto Wiki APP. On December 2, Brilliance Xinri held the "Start, synchronize with the world" new energy car rolling off line ceremony in Wuxi, Jiangsu.
The Brilliance Xinri brand's LOGO follows the Xinri electric bicycle brand's LOGO. The first model is positioned as a pure electric mini car with a NEDC comprehensive cruising range of 410km.
As early as June this year, Lejian Automobile was already paying attention to the news that Brilliance Auto was gradually declining, and wanted to see how far this smash hit Brilliance Auto could go.
The good times did not last long. During the Guangzhou Auto Show in November, it was revealed that Brilliance applied to the court for bankruptcy and reorganization due to a debt dispute of 1 billion yuan.
For a time, the future of Brilliance was unclear, and the future of BMW was also a mystery.
However, just when Brilliance Automobile had not yet emerged from the shadow of bankruptcy, a name called "Brilliance Xinri" suddenly appeared in the automobile market, giving birth to another "new force".
The Teammate BMW Can’t Lead If we say that the teammate most unable to lead among joint venture car companies is definitely Brilliance.
Since the overall strength of China's automobile development and the strength of each group cannot be compared with the automobiles of other countries in the world, China has opened up the development of joint venture automobile companies, allowing other brands of automobiles to establish joint ventures in China to compete with China's automobile industry.
Development, BMW Brilliance is one of them.
In fact, Chinese people should be grateful to Brilliance Automobile for being able to buy more favorable and cheaper BMWs. It is precisely because of the joint venture between the two companies that BMW can lower the price and enter the homes of consumers across the country.
Brilliance Auto also ushered in its peak period with the help of BMW. It once produced the Junjie model, which is very similar to the BMW 3 Series in appearance and is half the price of the three series. This made Junjie instantly popular all over the country. Brilliance Automobile
At that time, the car had excellent products and product platforms, as well as its own R&D team, and the market was booming.
But instead of doing better, Brilliance has even gone downhill. The quality of its products has continued to decline, and vehicle safety has not even been met, causing Brilliance's reputation to decline.
According to the 2019 financial report, Brilliance Auto's revenue was 3.862 billion yuan, down 11.77% year-on-year, and gross profit was 74 million yuan, down 74.04% year-on-year. Although there is the "profit cow" of BMW Brilliance behind it, it cannot fill the bottomless pit of Brilliance Auto.
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At present, Brilliance Auto still has 14 existing bonds that have not been redeemed, with a total bond balance of 17.2 billion yuan. Its profitability is even more worrying. In the first half of the year, Brilliance China's net profit was 4.045 billion yuan, while BMW Brilliance provided 4.383 billion yuan.
Yuan net profit, that is to say, Brilliance China itself also lost 340 million. Without BMW, perhaps Brilliance would have embarked on the road to bankruptcy.
Under the leadership of such teammates, BMW also began to change the market, investing in the new brand Beam Auto with Great Wall Motors, and making plans for the future.
But at this time, Brilliance Auto also secretly found a "spare tire" - Xinri Electric Vehicle.
In an interview with the media on the eve of the Beijing Auto Show at the end of September, Qi Kai, vice president of Brilliance Automobile and director of BMW Brilliance, once said: "The automobile industry is no longer an era of lone heroes fighting alone, but has entered a '
In the era of alliances, cooperation within the same industry and across industries is particularly critical.” On December 1, Brilliance Group and Xinri Group signed a strategic agreement to jointly establish Wuxi Brilliance Xinri New Energy Vehicle Co., Ltd. (hereinafter referred to as “Brilliance Xinri”).
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Yes, the spare tires that Brilliance found were Xinri Electric Vehicles, the manufacturer of two electric scooters that can be seen on the streets.
At this moment, the hug between the two people cannot be said to be who is clinging to whom, because Brilliance has fallen to the point of bankruptcy and is on the verge of economic crisis, while Xinri Electric Vehicle is just a manufacturer of micro electric vehicles and wants to make qualified electric vehicles.
The whole car is not easy.
But in the end, judging from the corporate LOGO, Brilliance Xinri still uses the LOGO of the previous Xinri Electric Vehicle. The lack of a new LOGO may also mean that Brilliance has not gained actual control over this cooperation.
We might even make a bold guess that Xinri chose Brilliance just because Brilliance has the qualifications to build cars.
According to official information, Brilliance Xinri New Energy Vehicle Co., Ltd. was established on October 24, 2018 with joint investment from Brilliance Automotive Group Holdings Co., Ltd. and Xinri (Wuxi) Development Co., Ltd.
The company's business scope includes R&D, production, and sales of new energy automobile parts, automobile accessories, and after-sales services; R&D, sales, and production of new energy automobiles.
Judging from the first product, the somewhat SMART-shaped Brilliance Xinri 103 is more like a newly born "Old Man Le". It is also claimed to have a battery life of more than 400 kilometers under its short body.
?From the perspective of the positioning of the model, the opponent of this car is the A0-class models in the current market such as Wuling Hongguang MINI, Chery eQ1, etc. However, there are very few models in this market that can exceed 400 kilometers of driving range. If it can really achieve
Brilliance Xinri's first model with a 400-kilometer range is indeed a bit exciting, but the manufacturing process needs to be tested by the market.