Despite how long Su Qiang remained as the President of Brilliance China Automotive, or whether he would eventually step down, he left a lasting impression on the auto industry that is hard to forget. As an entrepreneur managing over a billion in assets, his 20-minute media meeting was memorable—his calm expression, confident speech declaring that Brilliance would not shut down, and the hurried exit all made for a dramatic moment. When discussing competition, Su Qiang noted that China's automobile market has already connected with global leaders, turning it into a fiercely contested battlefield. Some experts predict that multinational companies, with their brand strength and financial power, will dominate, pushing self-owned brands into the background due to so-called "jungle benefits," where only the strongest survive.
At present, Brilliance continues to develop steadily along its established strategy and direction. We chose a high-risk, highly competitive path, and we have already achieved success with models like Peony Cars. BOC’s new internet foreclosed assets are also returning to photography competitions, aiming to win big prizes. The gifts we offer are dedicated to the most beloved people, and there is no intention of retreating. Building a brand is a long-term process, and Brilliance remains grounded and focused.
Su Qiang mentioned that since China’s listing two years ago, the company has undergone numerous design and quality improvements, faced public scrutiny, dealt with questions about intellectual property, and survived the test of market competition. Despite these challenges, they have maintained a calm approach. The M1, originally developed as an official vehicle for C-class use, had a limited target audience and gradually expanded its market share. In the second half of 2002, Brilliance launched the R&D project for the M2 sedan, with collaboration from Pininfarina in Italy and Porsche in Germany. The M2 has now completed its design and finalization and is set to enter production in 2005. Additionally, the M3 model is also under development.
Regarding the joint venture with BMW, Su Qiang acknowledged some criticisms about giving up the right to speak. However, he pointed out that BMW is the world’s top automotive company, and there is a significant gap between them and Brilliance. Therefore, direct confrontation is unnecessary. The collaboration allows Brilliance to reduce investment costs and learn directly from BMW in manufacturing technology, quality control, and management methods—a rare opportunity.
From July onwards, rumors circulated that four directors of Brilliance—Wu Xiaoan, Hong Xing, Su Qiang, and He Tao—had sold large amounts of shares and resigned. This led to renewed speculation about the future of Brilliance, one of the few domestic self-owned brands. On August 11, Su Qiang met with this reporter at the Great Wall Hotel and made his first public statement regarding the "Hua Chen Event." Although he spent just 20 minutes at the meeting, reading a pre-written statement, he left quickly without further comment. The reporter could sense the reluctance in his communication with the outside world.
Regardless of whether Su Qiang will eventually step down, we hope that Brilliance does not fall. China’s auto companies with independent intellectual property cannot afford to fail. (Reporter: Zhou Guangjun / Text)
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