Joint venture partners BMW and Brilliance are set to create their own sub brands according to reports from Chinese automotive media, according to other reports the basis of the sub brand will be the last generation 3-series platform.
Chinese automotive media are basing their reports on the registration of a new brand by the BMW-Brilliance joint venture where the new name was leaked as being “Zhi Nuo” which could be translated as being The Promise, however an official English name has not yet been announced. Early rumors indicated that the last generation 3-Series platform would be recycled for the new brand, but more recent reports claim that the current X1 will be used as a basis for a New Energy product in the new brand. The new brand isn’t expected to be announced in the short term, previously it was thought that the new brand would be leaked by the end of the 2012 but that time frame has come and gone, now Shanghai Auto Show is expected to be the launch platform for the new brand and its goals.
BMW has apparently already revealed the plans for its sub brand to key dealers in the Chinese market and asked for their feedback on the development of the brand, feedback seems to show that BMW are planning to sell the new brand under a new independent sales network. According to one person who is close to the dealings, BMW only promised to introduce the new brand as part of its expansion plans for the Chinese market and gaining permission for the JV’s second factory in Shenyang’s Tie Xi district.