When many people are concerned about the Nanjing Rover project, industry insiders have noticed another important issue related to Nanjing Auto — the future of the Yuejin brand. To the older generation of Chinese automakers, the rise of Nanjing Auto was synonymous with the brand itself. But today, it's uncertain whether this once-proud name will survive or be phased out. This situation sounds harsh, but one industry official pointed out that if Yuejin disappears, it won't just affect a generation of car lovers — it could also impact the determination of China’s independent automakers and their belief in the future of domestic brands.
The topic of self-owned brands being pushed to the margins has been widely covered by the media. Many experts have analyzed the risks of being marginalized and struggling for survival. It's not hard to imagine that if even a well-known brand like Yuejin can fade away, what hope do other struggling independent brands have? How many of these brands still carry their own identity? How many are fighting just to stay afloat?
In the early days of China's automobile industry, there were several iconic old brands: Beijing, Liberation, Dongfeng, and Shanghai. Today, Dongfeng manages to survive temporarily through joint ventures, while the old models of Liberation are losing ground. Beijing and Shanghai have long since disappeared from the market. The law of the market is clear — only the fittest survive. Just like Oldsmobile in the U.S., which became obsolete due to outdated models, China will likely see many auto brands, including its own, disappear as the market evolves.
In the face of such harsh realities, will self-owned brands be left with no choice but to fade away? According to Wang Zhile, director of the Center for Transnational Studies at the Ministry of Commerce, after China joined the WTO, multinational companies in China shifted their strategies from simply setting up joint ventures to building centralized management systems. In this new landscape, brands have become key tools in market competition.
Li Shufu, CEO of Geely Holding Group, also highlighted this issue during the “Two Sessions†this year. He noted that while foreign companies are willing to share technology and management practices, they are reluctant to give up control over brands and intellectual property. Some even try to push joint venture partners to abandon their own brands, sometimes acquiring them at high prices only to let them die out. This has widened the gap between Chinese independent brands and global ones.
This puts self-owned brands at risk of being marginalized, and even erased. While people worry about brands like Geely and Chery, few realize that many of China’s most competitive truck brands are also in trouble. Today, Yuejin is facing an uncertain future. Tomorrow, it could be Liberation, Futian, or even Dongfeng. Take Futian as an example — if BAIC Resources integrates with Mercedes-Benz or other foreign partners, would they allow a truck brand tied to agricultural vehicles to remain? What space would Foton have left?
From the reality of Iveco’s rapid development, this isn’t just alarmist talk. The future of China’s self-owned brands is at a crossroads.
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