Many successful people prefer cars like Mercedes-Benz and BMW. In a sense, this is a symbol of identity and status. But nowadays, BMW, which can be seen everywhere in the streets, is mostly printed with the words "BMW Brilliance".
BMW Brilliance Automobile Co., Ltd. is a joint venture between BMW Group and Brilliance China Automobile Holdings Co., Ltd. If you look carefully at these BMW 3 Series and 5 Series cars, the words "BMW Brilliance" will be printed on the rear of the car, but some cars don't.
Although it is rare to see the Chinese suffix of "BMW Brilliance" on the street, in fact, domestic BMW carries these four words at the tail when it leaves the factory. Then why do you rarely see BMW cars with the words "BMW Brilliance" at the end on the street?
That's because the first thing many BMW owners do after buying a car is to buckle the rear tag and the words "BMW Brilliance". It's no secret.
Since BMW Brilliance is so unpopular, Beijing Benz and FAW Audi, both German Troika joint ventures in China, are much better. A4L, A6L and most E-Class and GLK are made in China, but FAW Audi and Beijing Benz behind them are much less likely to be picked than BMW Brilliance. Why is Brilliance less popular than FAW and Beijing, two state-owned enterprises? Bian Xiao might as well analyze it.
Brand influence is influenced by low-end models.
Brilliance Auto used to be the most famous car in brilliance jinbei. Brilliance jinbei MPV, also known as "minivan", used to be full of streets and lanes in China, and its popularity was no less than that of Wuling Hong Guang, the "magic car" today. Because of its low price and huge space utilization, this kind of "van" is very convenient to pull people and goods, and it is deeply loved by the people and becomes the endorsement of low-end models.
This also led to the influence of Brilliance Auto by Jinbei brand. Many people think of the Golden Cup as soon as they see Brilliance. How many people buy 300,000 to 400,000 5-Series luxury cars but have something to do with "vans"?
The decline of its brand only depends on BMW for a living.
Brilliance China and brilliance jinbei used to do well, but now, both brands are in decline. After the rise of independent MPV professional households such as Wuling, Baojun and Dongfeng, the market in brilliance jinbei is getting smaller and smaller. Now it's hard to find Jinbei's "van" on the street, and it's replaced by Wuling Hong Guang and Baojun 730. Not to mention China Automobile, Jie Jun, once a BMW, really won a sigh of relief for the Chinese people. Unfortunately, brilliance China did not continue to make progress, and Zhonghua automobile aborted. Now China's car sales are bleak, and there is only one name left, which is a waste of the word "China".
Brilliance Auto also tried to break through and launched a brand new Song Hua brand, creating an extremely expensive Song Hua 7. Song Hua 7, which has a BMW engine, was originally full of confidence and fought its way out in the high-end MPV industry. However, the people of China refused to accept it, and Song Hua became a heart disease in its glory. Now Brilliance Auto can only rely on BMW to make a living. No wonder the owners look down on it.
The tail of the word "BMW Brilliance" is so unpopular with BMW owners, why should manufacturers keep it?
Because it is not decided by the manufacturer, it is a hard and fast rule. This is specially mandated by the National Development and Reform Commission in order to highlight "Made in China", and several Chinese characters at the end of the car must be kept after leaving the factory. Assuming that domestic luxury brands will not be labeled without relevant regulations, it is more difficult to distinguish between imported and domestic brands.
To this end, many 4S shops or decoration shops have increased the bidding business. In fact, it is not difficult to leave a trace of the tail tag. Not only BMW Brilliance, but also Chery Land Rover, Volvo Asia Pacific, Changan Shi and Dongfeng Ying finidi are all bidding, and most of them are domestic luxury brands.
The Chinese logo on the tail of the car is mandatory, and the manufacturer and grade performance of the car can be identified by the tail label. After a car manufacturer wants to name a China trailer, it needs to carry out a industrial and commercial registration, which will be filed and approved by the Ministry of Industry and Information Technology. After that, they need to install relevant trailers at the rear of each car that leaves the factory. Car trailer is not a problem for manufacturers to hang it whenever they want, and the deduction of trailer fees can only be a personal behavior and is not advocated.