BAIC aiming to expand its own brand ventures

Gasgoo.com (Shanghai March 14) - BAIC will be releasing the first model in its new own brand E-Series later this month, the China Economic Times reported today. Furthermore, BAIC announced that it will begin production of new vehicles, built on platform technology purchased by Saab, within the year.

BAIC expects to have begun production on all its planned entry-level and flagship own brand models by 2014. Developing its own brands is a core part of the strategy the manufacturer announced last year. According to the strategy, BAIC will develop a complete supply chain for its own brands, including full purchasing, manufacturing, quality control and marketing bodies.

In an interview with the press, President Han Yonggui stated that he had engaged in through discussions within the manufacturer on how best to develop BAIC's own brand ventures. He pointed out that BAIC's holding company has a vital task in helping its subsidiary develop its own brands. "Establishing an own brand is a very important mission that requires a lot of hard work," Mr. Han said, adding that work must be done cautiously.

Mr. Han pointed out the success of the Weiwang microvan brand, which made its debut last year. The new brand helped turn around BAIC's declining sales, helping the manufacturer recapture sales in the segment. Although the market for microvans contracted ten percent last year, BAIC managed to sell over 10,000 Weiwangs. Mr. Han hopes that BAIC's E-Series (pictured) and other own brands will have similar success stories.