Following an explosion of interest from new, entry-level car buyers in China, General Motors and joint venture partners Shanghai Automotive Industry Corp. (SAIC) and Wuling Motors have announced the creation of the Bajoun brand. The new brand will focus on passenger cars that slot in beneath current offerings from the JV. Specifically, Bajoun will offer models that are expected to come in below the $8,000 mark. The brand will offer vehicles that feature their low ownership costs and high efficiency.

The entry-level car market has been flooded with ultra-efficient and ridiculously cheap vehicles such as the Tata Nano. As automakers race to develop cheap cars for emerging countries, SAIC-GM-Wuling hopes that Bajoun will help the JV cement its position as one of the leading players in China's booming automotive market. As Shen Yang, general manager of SAIC-GM-Wuling said of the brand:
Baojun is being positioned as a reliable partner with an image that is confident, smart and dependable. We aim to surpass customer expectations by creating a brand that combines world-class quality with low ownership costs.
Kevin Wale, president and managing director of the GM China Group remarked:
The introduction of Baojun is part of GM's multi-brand strategy in China. 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.
Earlier this year, GM sold more vehicles in China than in the U.S. With the addition of the Bajoun brand, GM hopes to capture additional car buyers who are seeking low-cost, highly-efficient rides. Follow the jump to find out what Bajoun is all about.

[Source: General Motors]

PRESS RELEASE

SGMW's Baojun Brand to Sell Passenger Cars in China
SAIC-GM-Wuling Joint Venture getting ready for sales

Shanghai – 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 www.gm.com.



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