BMW-Brilliance Launched New Auto Brand “Zinoro”

As its tenth anniversary approached, the joint venture of BMW and Brilliance (BBA) unveiled the Zinoro brand and renewed its commitment to the Chinese market. The first Zinoro model, said to be a pure-electric vehicle, will be produced at BBA’s plant in the Tiexi district of Shenyang and make its debut at the 2013 Guangzhou Auto Show; market launch is expected in the first half of 2014.

Zinoro is the English name for the combination of two Chinese characters "Zhi Nuo," which was interpreted by BBA as "keeping commitment/promise to China." It is symbolized by two hands joining in the effort for innovation and sustainable development.

bmw brilliance zinoro brand logo
chinese name of zhinuo from bmw brilliance
bbac team

At the press conference held in Beijing on Friday afternoon, the company did not specify on basis of which current model the first Zinoro car (likely to be called "E90") had been developed, with the media reporting it to be either a 3 series sedan or X1 SUV.

Launch of the new brand is just part of BBA’s localization plan. Before the year end, construction of a new BMW engine plant will begin in Tiexi, Shenyang, and a R&D center will be established at a undisclosed location. BMW also promised to send specialists to help its Chinese partner grow its own brands, Zhonghua and Jinbei.

In his speech Karsten Engel, President and CEO of BMW in Greater China, focused on the company’s commitment to sustainable mobility, disclosing that BMW i products would hit Chinese showrooms with 12 months.

Last year 326,444 BMW and Mini brand cars were sold in mainland China, up 40.4% from 2011. For 2013, the German automaker targets a modest growth of 8.5% in China.