Regardless of how long Su Qiang remained as the President of Brilliance China Automotive, or whether he would eventually step down, he left behind a lasting memory in the auto industry that was hard to forget. As an entrepreneur managing over a billion in assets, he once held a 20-minute media briefing with a sly expression and a confident speech, declaring that Brilliance would not shut down, while rumors of a rushed exit spread around him. When discussing competition, Su Qiang pointed out that China’s automotive market had already connected with global leaders, and the battlefield was now fiercely contested. Experts predicted that multinational companies, with their brand power and financial strength, would dominate, pushing self-owned brands into the "jungle" where only the fittest would survive.
At that time, Brilliance was still moving forward in a healthy and orderly manner, following its strategic direction. We chose the high-risk, high-competition path of car manufacturing, and we have received recognition from Peony Cars and other awards. BOC's new internet foreclosed assets will return to photography competitions and win big prizes. The gifts dedicated to the most beloved people show no intention of retreating. Building a brand is a long-term process, and Brilliance remains grounded and focused on the future.
Su Qiang also mentioned that since China's listing two years ago, the company has gone through numerous design and quality improvements, faced public scrutiny, and dealt with questions about "knowledge without property rights." However, they calmly observed that the M1, originally developed as a C-class official vehicle, grew in popularity gradually, with a steady increase in market share. In the second half of 2002, Brilliance launched the R&D project for the M2 sedan with the participation of Pininfarina from Italy and Porsche from Germany. Currently, the M2 has completed its design and finalization and is set to go into production in 2005. Meanwhile, the M3 is also under development.
Regarding BMW's right to speak, Su Qiang said that some critics claimed the joint venture between BMW and Brilliance meant giving up their voice in decision-making. However, he emphasized that BMW is one of the top automotive companies globally, and there was a significant gap between them and Brilliance. Therefore, direct confrontation was unnecessary. The collaboration allowed Brilliance to reduce investment costs and learn directly from BMW in terms of manufacturing technology, quality control, and management practices—an invaluable opportunity.
Note: Starting from July, rumors circulated about four directors of Brilliance—Wu Xiaoan, Hong Xing, Su Qiang, and He Tao—selling large amounts of shares and resigning. This led to renewed speculation about Brilliance, one of the few domestic self-owned brands. On August 11, Su Qiang, president of Brilliance Automotive, met with this reporter at the Great Wall Hotel and made his first public statement regarding the "Hua Chen Event." Although the meeting lasted only 20 minutes, Su Qiang read from a pre-written statement and left without hesitation. It was clear that he was reluctant to engage openly with the press.
Whether or not Su Qiang will step down as rumored, we always hope that Brilliance does not fall. China’s auto companies with independent intellectual property cannot afford to fail. (Reporter: Zhou Guangjun)
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