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Speaking of Brilliance brand, it can be said that it is the earliest car enterprise in China to go abroad. As early as the 1990s, it went to Europe to learn the experience of car building and created the "China" brand of "high starting point open independent innovation". But it is such a brand that is now reduced to only two models on sale, and the rest have been discontinued.

Some media visited Xinlibao Economic and Trade Co., Ltd. of Zhonghua Automobile in Beijing on the spot. It was learned here that many models in Zhonghua 4S store have been discontinued at present. At present, only two models are on sale. One of the salesmen introduced: "V6 has been discontinued, cars are gone, and only V3 and V7 will be sold in the future."

The same is true in Beijing Xianglong Borui Co., Ltd. No.2 Company and Beijing Kairui Xiangtong Automobile Sales Service Co., Ltd., whose salespeople all said that V6, V5 and sedan production stopped, and V5 production stopped last year.

Among them, Kerry Xiangtong 4S shop sales staff said,"V6 has been discontinued in the middle of this year, the last V6 in the store was sold in April and May, and it was sold for 7000 yuan." Since May, the store has only sold V3 and V7 models. The other models on the official website are discontinued for sale."

According to the official website of Brilliance China, there are five models for sale in China brand, including Brilliance China V7, V3, V6, H3 and H530. But now many models have been discontinued in 4S stores, with only the V3 and V7 on sale.

The new Brilliance V7 was launched in August this year. The new car launched 22 models with 1.6T and 1.8T power. The price range was 1087 - 159,900 yuan. It was positioned as a medium-sized SUV. Its selling point lies in the two Prince series engines authorized by BMW.

Brilliance V3 is positioned as a small SUV. It was first launched in May 2015. Its price range is 657 - 102,700 yuan. It is also the most popular model of Chinese brand. This year, the cumulative sales volume is 16254 units, accounting for 70% of Chinese brand.

Brilliance Automobile is the first automobile enterprise to introduce international high-end brands in China. Since the beginning of this century, it has maintained good cooperation with BMW. Therefore, Brilliance China has always relied on BMW to create a "halo" on the same platform, whether it is technology or profit Brilliance cars are very dependent on BMW.

With BMW, Brilliance Auto began to embark on the road of resource integration: Porsche adjusted chassis, engine cooperated with BMW, shell designed by Italy, together equivalent to a car built, has been such a simple idea, to dominate the car building planning of Brilliance Automobile, obviously such behavior makes Brilliance Automobile in the independent R & D system become less and less important, with the rise of other independent brands in China, Brilliance Automobile seems to have a bigger and bigger gap, gradually marginalized.

According to the latest data released by China Automobile, the cumulative sales volume of Brilliance China in the first 10 months was 22,800 vehicles, down 64.59% year-on-year, including 2175 vehicles sold in October, down 28.99% year-on-year. In terms of vehicle models, the sales volume of Brilliance China V3, V7 and H530 in October was 1912,213 and 50 respectively.

Although sales declined, Brilliance still has BMW support, the first half of this year's financial report shows that Brilliance achieved revenue of 1.904 billion yuan, a year-on-year decrease of 16.7%; the company's shareholders accounted for profit of 3.23 billion yuan, a year-on-year decrease of 9.4%. Among them, Brilliance BMW is the main support for sales volume. The sales volume of Brilliance BMW single automobile enterprise accounts for more than 90% of the total sales volume of Brilliance Group. The accumulated sales volume in the first half year is as high as 262,500 vehicles, with an increase of 26% compared with the same period in 18 years. It means that the loss of independent brand can still be supported by BMW.

Some insiders believe that BMW is a "profit cow" for Brilliance Automobile, and the consequences for Brilliance Group will be unthinkable in case of a sudden accident of Brilliance BMW.

As the winter of the automobile industry intensifies, independent brands without core technology will be eliminated. For Brilliance Zhonghua, there was an opportunity to learn a hundred years earlier than more independent automobile enterprises, but Brilliance Zhonghua did not "steal teachers" well. It was only the production vehicles with hard license sets, which obviously harmed itself. For the future, how to survive in the fierce market will also be an urgent problem for Brilliance Automobile.

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