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Driven by the development trend of new energy vehicles, many new car-making brands have been born in China, and enterprises that enter the field of automobile manufacturing with cross-border car-building mode continue to emerge. Nowadays, a new independent brand has emerged.

Recently, brilliance Xinri official said that the first model of brilliance Xinri New Energy Automobile Co., Ltd. will be officially put into production in December. The new car is positioned as a mini electric vehicle for urban commuting and is expected to be delivered in mass production by the end of the year.

According to the enterprise information, brilliance Xinri New Energy Automobile Co., Ltd. was established on October 24, 2018, the address is located in Wuxi City, Jiangsu Province, the legal representative is Zhang Chongshun. The company's business scope includes research and development, production and sales of new energy vehicle parts, car accessories and its after-sales service; research and development, sales and production of new energy vehicles. At the same time, brilliance Xinri is jointly invested by brilliance Automobile Group holding Co., Ltd. and Xinri (Wuxi) Development Co., Ltd.

Brilliance Automobile Group is the object of hot discussion in the automobile industry recently. Due to the sluggish development of its own business and successive losses, the enterprise has entered the bankruptcy reorganization process because of its insolvent assets. Through the establishment of new joint ventures with domestic private enterprises to enter the new energy vehicle market, brilliance can be regarded as a measure to accelerate the layout of the electric vehicle market.

"Xinri" this enterprise will be a little strange to consumers. The legal representative of Xinri (Wuxi) Development Co., Ltd. is also Zhang Chongshun, which is engaged in the research, development and manufacture of electronic products and auto parts, as well as automobile design and sales. Zhang Chongshun is also the chairman of Jiangsu Xinri Electric vehicle Co., Ltd., which is mainly engaged in the research and development, production and sales of electric bicycles and owns the Xinri electric car brand. In April 2017, Xinri shares were listed on the Shanghai main board A shares, becoming the first company in the electric bicycle industry to be listed on the main board.

It can be said that by holding hands with brilliance, Xinri has entered the field of electric vehicle manufacturing from electric bicycles across the border.

Brilliance Xinri brand LOGO has been confirmed that its first model is a miniature pure electric vehicle. According to the Ministry of Industry and Information Technology, brilliance Xinri's first model was named 103Universe 103A, has different design styles and has a mileage of about 300km.

Brilliance Xinri, as a new independent joint venture car brand, does not adopt the new brand LOGO, but uses the LOGO of Xinri electric automatic vehicle.

From the declaration chart, brilliance Xinri's first production car uses a dual design, corresponding to 103 and 103A respectively. Among them, the 103 model is more like the design method of the traditional model, the headlights, fog lights and taillights are circular design, the front grille is lattice shape. On the other hand, the 103A model is a completely closed front shape, and the headlamp design has also been changed to a line style, while using a through taillight design.

Brilliance Xinri this new car is located in the miniature pure electric vehicle, its body size of the length, width and height are 3288/1670/1654mm, wheelbase is 2185mm, the interior provides four seats. In terms of power, the new car is equipped with a ternary lithium-ion battery pack produced by far East Battery Jiangsu Co., Ltd., as well as a permanent magnet synchronous motor with a power of 45 kilowatts, with a range of about 300km.

According to news, Qi Kai, vice president of brilliance Automobile Group and vice chairman of brilliance Xinri, said that brilliance plans to sell at least 30, 000 units in 2021, 50, 000 in 2022, and 150000 by 2025. At present, brilliance has planned two passenger vehicle platforms and one commercial vehicle platform, the former mainly produces small scooters, while the latter focuses on the pure electric logistics vehicle market.

With the resumption of growth and steady development of the new energy vehicle market, the miniature electric vehicle with the advantage of urban transportation has been paid more and more attention by car companies. The report shows that at present, the market share of A00 class models in the pure electric vehicle market has exceeded 40%, mainly due to the promotion of new energy vehicles such as Wuling Hongguang MINI, Euler R1, Chery eQ1, Baojun E100 and so on.

It can be seen that the new brand "brilliance Xinri" is looking forward to cutting in, but brand awareness and after-sales service network are still under construction, and technical strength is also waiting for the market to be tested. Brilliance Xinri is more difficult to get a piece of the market. In addition, affected by the bankruptcy restructuring of brilliance Automobile Group, if brilliance Xinri brand goes to the market, it will deal a blow to brand promotion to a certain extent.

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