BMW-Brilliance Create Zinoro Brand in China image

BMW recently unveiled a new brand in China, part of the automaker’s strategy to expand in the increasing EV market.

The new brand, dubbed Zinoro or Zhinuo in Chinese, will introduce its first product in November at the Guangzhou auto show and will be an all-electric vehicle which will hit the market during the first quarter of 2014. Friedrich Eichiner, member of the management board of BMW, said that the vehicle is “specially made in China for China.”

The Zinoro brand is owned by the BMW-Brilliance Auto joint venture and the vehicles will be manufactured at the plants located in the northeastern city of Shenyang, which currently build the BMW 3-Series, 5-Series and the X1. The JV’s president and CEO, Olaf Kastner, said that there will be a different distribution channel for ZInoro and that the batteries will be supplied within China. He added that the first model will be an SUV.

Eichiner said that this brand is rooted in China and is totally different from BMW’s I brand, reflecting the distinctive aspects of the Chinese culture. He also said that the automaker is considering the possibility of exporting the Zinoro vehicles to markets outside China.