On February 2nd, 65438, Brilliance Auto official WeChat released a WeChat push titled "Start, Synchronize with the World! Brilliance Xinri New Energy Vehicle went offline for the first time. " However, only one day later, the content was deleted by the publisher. As the official WeChat platform of a company, this operation is intriguing.
Of course, the spilled water can't be collected in essence, and online reports about Brilliance Xinri New Energy Vehicle Line have been rampant. Compared with the lackluster products, people pay more attention to the two major shareholders behind Brilliance Xinri: Brilliance Automobile Group Holding Co., Ltd. and Xinri (Wuxi) Development Co., Ltd., the former officially entered the bankruptcy reorganization procedure on June 20 165438, and the latter was founded by Zhang Chongshun, the actual controller of Xinri. One is a state-owned enterprise rooted in Liaoning, and the other is a private enterprise started in Jiangsu. How much imagination can their cooperation bring us?
Brilliant, a new day to get what you need?
According to public information, Brilliance Xinri New Energy Automobile Co., Ltd. was established on 20 18124 October, and its legal representative is Zhang Chongshun. Its business scope includes the research, development, production and sales of new energy auto parts and auto supplies as well as after-sales service. Research and development, sales, leasing (excluding financial leasing) and after-sales service of new energy vehicles. However, the company's shareholding is not publicized, so we can't clearly know the shareholding ratio of Shuangfa shareholders.
Nevertheless, we can get a glimpse of the leopard in other ways. For example, Zhang Chongshun is the chairman and general manager of Brilliance Xinri, while Kaiqi, vice president of Brilliance Group and director of BMW Brilliance, is the vice chairman of Brilliance Xinri. In addition, the logo of Brilliance Xinri off-line model is also the logo of Xinri electric bicycle, and it is clear at a glance who is in charge of ups and downs.
Perhaps in the eyes of ordinary people, the joint efforts of Brilliance and Xinri are tantamount to "marrying". A company whose main business is manufacturing electric bicycles, what help can it bring to an established car company? Perhaps the only answer is "profit". On the contrary, the two mini electric cars launched by Brilliance New Day, even though they look "not so advanced", are a leap-forward progress for the new day, just like primary school students entering high school step by step.
Of course, "high school" is not for anyone who wants to enter. Building an electric car requires qualifications. Perhaps this is the primary reason why Nippon teamed up with Brilliance. In addition, the research and development of electric vehicles is not a child's play, and it needs venues, personnel and equipment. If you want to prepare these yourself, the investment is too big, you might as well use ready-made ones.
As Cage, vice president of Brilliance Group, said on the day of the event, Brilliance Group firmly supports the long-term development of Brilliance in the face of the new format of the new energy industry. Brilliance Research Institute under Brilliance Group is a national enterprise technology center. The group's more than 20 years of independent passenger car development experience and all technologies in the new energy field will be open to Brilliance.
Without the shadow brought by the bankruptcy and reorganization of Brilliance, the two sides have long been a model of breaking through the industry circle and innovating cooperation. Now, the sudden disappearance of WeChat tweets seems to expose the embarrassment of Brilliance. On a day that should be a big day for both shareholders, Brilliance is not even qualified to speak publicly? Alas!
This is a "tragedy" and an "opportunity"
In fact, it is not just Brilliance Auto that has similar "tragic" experiences. At the beginning of 20 19, Reading Automobile, a leader in low-speed electric vehicles from Weifang, Shandong Province, officially entered the Mustang.
As an old-fashioned independent automobile enterprise with a history of 30 years, Mustang Automobile not only has a perfect R&D, manufacturing and sales service system, but also has three bases, namely, Chengdu Fuel Vehicle, Chengdu New Energy Vehicle and Mianyang Comprehensive Production Plant, covering 8 series of traditional passenger cars, commercial vehicles and new energy vehicles, more than 40 models and more than 60 products. The sales network covers more than 30 provinces, municipalities and autonomous regions in China, with more than 200 sales outlets and nearly 300 after-sales service outlets.
However, the poor market performance caused the Mustang to lose money year after year. Some insiders believe that this is mainly due to the excessive investment in the transformation of Mustang into new energy, which leads to the break of the capital chain, and the insolvent Mustang has to transfer its equity.
As a "pick-up man", reading a car is not easy. It is not only one of the earliest enterprises involved in new energy vehicles in China, but also the market leader of short-distance new energy vehicles, with annual sales exceeding 200,000 vehicles. In fact, before entering Mustang, Reading entered the new energy commercial vehicle market through the acquisition of Shaanxi Qin Xing. The acquisition of Mustang, a vehicle enterprise with traditional passenger cars and new energy vehicles such as cars, SUVs and MPVs, has also changed reading from a "layman" who has little sense of existence in the automobile industry to an "expert" who cannot be ignored.
Conclusion: From the perspective of enterprises, the experiences of similar car companies such as Brilliance and Mustang can be described as tragedies. Whether it is poor management or failure of transformation, it is a step at the end of its tether. However, from the perspective of the industry, whether Brilliance joins hands to establish a state or Mustang is reorganized by Reading, it is creating opportunities for the future. For companies like Nippon and Reading, it is also an excellent "superior" way. As for whether the relevant enterprises can be caught, it depends on their ability.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.