Honda has said its Chinese joint venture Guangzhou Honda Auto has established a new proprietary car brand, Li Nian, and will start selling vehicles under the brand in 2010.
Go deeper with GlobalData
The automaker has also unveiled a Li Nian concept vehicle.
Li Nian vehicles will be developed by Guangzhou Honda and distributed through its sales network, Honda said in a statement.
“While receiving support from Honda Motor in Japan, Guangzhou Honda will take the initiative to develop Li Nian brand products that embody more of the specific needs of Chinese customers,” the statement said. Guangzhou Honda will also begin sales of Honda’s all-new Fit before the end of 2008.
The move by Guangzhou Honda Auto to establish its own brand is the first by a Western-local OEM JV in China and is seen by analysts as part of the preparation for a structural shift in the Chinese market under which foreign brands come increasingly under pressure from fast rising domestics.
How well do you really know your competitors?
Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.
Thank you!
Your download email will arrive shortly
Not ready to buy yet? Download a free sample
We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form
By GlobalDataShanghai-Volkswagen (SVW) is said to be considering a similar move.
