In recent discussions about the Nanqi Rover project, some industry observers have started to pay attention to another critical issue involving Nanjing Auto: the future of the Yuejin brand. For older generations of Chinese car manufacturers, Yuejin once symbolized progress and innovation, closely tied to the identity of Nanjing Auto. However, today, it's uncertain whether this once-proud brand will continue to exist. This situation sounds harsh, but an industry insider recently stated that if Yuejin disappears, it won't just affect one generation of drivers—it could also threaten the determination of China’s independent automakers and their confidence in building strong domestic brands.
The topic of self-owned brands being pushed to the margins has been widely covered by the media. Many have analyzed the risks these brands face in a fiercely competitive market. It's easy to imagine that if even a well-known brand like Yuejin could vanish, what hope do smaller, struggling independent brands have? How many of them are still fighting for survival, clinging to their identities in a world dominated by foreign giants?
China’s automotive history was once marked by iconic names such as Beijing, Liberation, Dongfeng, and Shanghai. Today, only Dongfeng remains somewhat relevant through joint ventures, while the old Liberation brand is losing ground. Beijing and Shanghai have completely disappeared from the scene. The market follows the law of survival of the fittest, just like how Oldsmobile, one of America’s oldest brands, eventually faded due to outdated models and lack of innovation.
In China, we can expect many auto brands—especially those with national origins—to be gradually phased out due to intense competition. This trend is not new; it's part of the natural evolution of the industry. But what happens when self-owned brands are not just marginalized but erased entirely?
According to Wang Zhile, director of the Center for Transnational Studies at the Ministry of Commerce, after China joined the WTO, multinational companies significantly changed their strategies. They moved from simply setting up joint ventures to building centralized management systems. In this environment, branding has become a crucial tool for competing in the market.
Li Shufu, CEO of Geely Holding Group, also addressed this issue during the "two sessions." He pointed out that while foreign companies often share technology and management practices, they are reluctant to hand over intellectual property or brand rights. In some cases, they push joint venture partners to abandon their own brands, sometimes even acquiring them at high prices and then letting them fade away. This has widened the gap between domestic and foreign brands.
This dynamic puts self-owned brands at risk of being sidelined or even eliminated. While people are worried about brands like Geely and Chery, fewer are aware that many of China’s strongest truck brands are also in danger. Yuejin is currently facing uncertainty, and soon, brands like Liberation, Futian, and even Dongfeng may follow. Take Futian as an example—if BAIC Resources integrates its operations, would Mercedes-Benz or other foreign partners allow a truck brand dependent on agricultural vehicles to remain? What space would be left for Foton then?
From the perspective of Iveco’s rapid development, this isn’t just speculation—it’s a real threat. The question remains: where are China’s independent brands headed?
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