SAIC-GM-Wuling joint venture introduces Baojun brand in China

Article by Christian Andrei, on August 27, 2010

A new brand, Baojun, will be introduced by the SAIC-GM-Wuling joint venture to handle marketing of its future lineup of passenger cars. The Chinese word Baojun is translated to "treasured horse."

According to the partnership among General Motors Co., Shanghai Automotive Industry Corp. and Wuling Motors, the first passenger car model will be launched next year. These plans were outlined last Sunday during a press event in Shanghai.

The first Wuling car model will be a mid-sized sedan based on the Buick Excelle. The car was designed by the Pan Asia Technical Automotive Center, a Shanghai design studio shared by GM and SAIC. 

Baojun is aimed at the low end of China's fast-growing car market, a segment that's currently dominated by China's domestic brands.

Shen Yang, general manager of SAIC-GM-Wuling, said that the venture seeks to exceed customer expectations by making a brand that merges world-class quality with low ownership costs.

Based in Liuzhou, in the Guangxi Zhuang Autonomous Region, the SAIC-GM-Wuling joint venture sells a range of entry-level commercial minivans and mini-trucks. Its sales topped 1 million units in 2009.

Shen Yang, General Manager of SAIC-GM-Wuling, remarked that the Baojun brand is being positioned as a reliable partner bearing a confident, smart and dependable image. Yang added that the brand fuses world-class quality with low ownership costs.

On the other hand, Kevin Wale, President and Managing Director of the GM China Group, quipped that the introduction of Baojun is part of the US carmaker’s multi-brand strategy in China, as it would complement its other brands in the country.

One example is Chevrolet. He added that adding the new brand would allow GM to better address the segmented vehicle market in China. Meanwhile, Chen Hong, President of SAIC Motor, expressed confidence in Baojun becoming another good example of successful partnership between his company, GM and Wuling.

Hong noted that with the combined resources from the partners, the new brand could ensure an excellent ownership experience for more consumers. SAIC-GM-Wuling is a joint venture formed in 2002 between GM China, Shanghai Automotive Industry Corporation Group (SAIC) and Wuling Motors.

Based in Liuzhou, Guangxi Zhuang Autonomous Region, SAIC-GM-Wuling assembles Wuling brand mini-trucks and minivans and Chevrolet Le Chi mini-car. The joint venture sold 1,061,213 units in China in 2009, thus becoming the first carmaker country to surpass the 1 million-vehicles mark in a year.

Press Release

SGMW’s Baojun Brand to Sell Passenger Cars in China

SAIC-GM-Wuling (SGMW), GM’s mini-commercial vehicle joint venture with SAIC and Wuling Motors, announced today in Shanghai that it is launching the Baojun brand. The passenger cars of the new brand will be built and sold in China.

Baojun (which is the Chinese word for “treasured horse”) is being introduced to address the growing demand for affordable passenger cars in China. SGMW’s new passenger vehicle sales and distribution network will be built based on its existing network, incorporating new distributors and elements of the current structure. SGMW will begin building the new network for passenger vehicles following the official launch of the Baojun brand.

The vehicle has been developed with help of GM and SAIC’s Pan Asia Technical Automotive Center (PATAC) joint venture in Shanghai.

“Baojun is being positioned as a reliable partner with an image that is confident, smart and dependable,” said Shen Yang, General Manager of SAIC-GM-Wuling. “We aim to surpass customer expectations by creating a brand that combines world-class quality with low ownership costs.”

“The introduction of Baojun is part of GM’s multi-brand strategy in China,” said Kevin Wale, President and Managing Director of the GM China Group. “Baojun will complement our other brands sold in China including our fastest-growing mainstream nameplate, Chevrolet. It will enable us to better address the increasingly segmented Chinese vehicle market.”

According to Chen Hong, President of SAIC Motor, “Baojun will become another good example of successful partnership. By combining the best resources that SAIC, GM and SGMW have to offer, we will ensure an outstanding ownership experience for a greater number of consumers.”

SAIC-GM-Wuling, a joint venture between GM China, Shanghai Automotive Industry Corporation Group (SAIC) and Wuling Motors, was launched in 2002. It is based in Liuzhou, Guangxi Zhuang Autonomous Region. SAIC-GM-Wuling manufactures a range of Wuling brand mini-trucks and minivans as well as the Chevrolet Le Chi mini-car. In 2009, SAIC-GM-Wuling had domestic sales of 1,061,213 units, becoming the first automaker in China to sell more than 1 million vehicles in a single year. It has been the sales leader among Chinese mini-vehicle producers for four consecutive years.

General Motors, one of the world's largest automakers, traces its roots back to 1908. With its global headquarters in Detroit, GM employs 205,000 people in every major region of the world and does business in some 157 countries. GM and its strategic partners produce cars and trucks in 31 countries, and sell and service these vehicles through the following brands: Buick, Cadillac, Chevrolet, GMC, GM Daewoo, Holden, Jiefang, Opel, Vauxhall and Wuling. GM is the joint global automobile partner of World Expo 2010 Shanghai along with SAIC. More information on the new General Motors can be found at

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