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In an effort to calm the market and reassure stakeholders, Brilliance Jinbei disclosed its upcoming product roadmap ahead of schedule. The new B-Class M2 sedan was already in production since 2005, while the M3 model is currently in development. Recently, media outlets have been focusing on high-profile figures within Brilliance IV, such as Wu Xiao'an, Hong Xing, Su Qiang, and He Tao, with concentrated reports on a series of executive resignations. This has led to sharp declines in Brilliance's stock prices in both Hong Kong and the U.S. markets. Rumors began circulating that China's own-brand Brilliance Automotive might be shutting down.
In response, Brilliance Jinbei and Brilliance China Overseas officially denied these rumors and sent letters to national distributors across various brands in China and Jinbei, urging an end to the speculation and helping stabilize the situation. To further reinforce confidence, the company announced its next set of product plans, showing a clear direction for future growth.
According to reports, after the launch of the M1 model, Brilliance started building its own R&D system. In 2002, they initiated the development of the new B-Class M2 sedan, which is 4.6 meters long and comes in multiple configurations, including a turbocharged engine developed jointly by Brilliance, targeting the family car segment. The M2 has completed its design phase and is scheduled for production in 2005. In addition, the M3 and self-developed A-class platform models are under development, with expected market launches in 2007 and 2008 respectively.
The Jinbei brand will also expand into high-end MPVs, low-end passenger and cargo vehicles, and the Sea Lion model, offering multiple configurations at price points ranging from RMB 140,000 to RMB 230,000, each targeting different market segments.
Shen Ming emphasized, “Building our own brand is a long and arduous process, and Brilliance will continue on this path.†While some rumors about management changes have had a limited impact on the dealer network, reports suggest that sales of Zhonghua sedans and Brilliance Jinbei models have seen a temporary dip. However, interviews with Guangzhou Huachen dealers revealed that the situation is not as severe as reported. The head of Guangwu Huaxu Automobile Sales Company stated that the rumors had little effect on consumer perception or brand image, and customers were not overly concerned.
Instead, the recent price cuts and the resulting wait-and-see attitude among consumers have contributed to a decline in Chinese sedan sales. However, this trend reflects the broader automotive market conditions. According to comparisons of profitability among major dealers in Guangdong, the performance of Zhonghua sedans and Jinbei Sea Lions is comparable to other brands in their respective segments.
Hua Xu expressed confidence, stating that the company will not only maintain its current position but will also strengthen its competitive advantages. They may implement additional strategies to boost sales. All Brilliance distributors in Guangzhou confirmed that, as one of China’s few independent brands, Brilliance is unlikely to collapse. After the recent rumor, the market is expected to stabilize, and dealers remain optimistic about the future of the Zhonghua and Jinbei brands. They are looking forward to the upcoming sales peak in September, especially with the release of the Chinese car "Golden Cup" and other models.
October 01, 2025