The recent personnel changes at Beijing Benz suggest that BAIC is actively executing its strategic realignment. There are clear signs that the Beijing brand, BAIC’s own automotive line, is entering a critical phase of development. According to an insider from Beijing Automotive Holding, the Beijing Automotive Research Institute—responsible for the company’s independent R&D efforts—is currently working around the clock to prepare a concept car for the Beijing Auto Show in April. The source also mentioned that it’s possible BAIC may showcase other brands’ innovations alongside the Beijing brand at the event. A source close to Beijing Auto Holding revealed that the company’s major strategic shift will also be reflected in its national layout. The establishment of a southern manufacturing base in Zhuzhou, Hunan, is not only a key step but also part of a broader plan to support future R&D and production strategies. Located in Yizhuang, Beijing, the Beijing Automotive Research Institute has been operational for less than a year and is now focused on building a dedicated R&D facility. According to the institute’s head, its main objective is to develop vehicles under BAIC’s own brand. In addition to unveiling the concept car at the auto show, the research institute will also present new vehicle technologies currently in development. An insider from Beiqi Holdings added that the future product lineup will include cars, off-road vehicles, and high-end SUVs under the Beijing brand. The recent personnel adjustments at Beijing High-Tech Holding Co., Ltd., including the move of senior staff to Beijing Benz Dyke, are part of the group’s ongoing strategy implementation. Tong Zhiyuan remains the deputy general manager of BAIC Holdings and director of Beijing Benz Dyke, continuing to leverage technological expertise in R&D and brand development. It's evident that BAIC is making significant preparations both in terms of technology and infrastructure for its self-owned brand initiatives. In 2007, BAIC ranked fifth in the industry, behind FAW, SAIC, Dongfeng, and Changan. GAC was also catching up fast. As a top-ten automaker without a strong brand identity, BAIC had struggled to keep pace with competitors who already had established models. This year marks the 30th anniversary of the "Beijing brand" being named after Zhu De. The debut of the Beijing brand’s independent concept car at the auto show is expected to mark a new chapter in the city’s journey toward building its own brand. However, the research and development process is not without challenges. A researcher at the Beijing Automotive Research Institute admitted that time is tight, as the auto show is just three months away. He pointed out that while design capabilities are improving, limitations in manufacturing and material quality still hinder progress. Beyond the Beijing brand, Foton Motors, another key player under BAIC, is also focusing on independent R&D. General Manager Wang Jinyu said Foton aims to lead in commercial vehicles and eventually expand into passenger cars. However, the current status of Foton’s own-brand sedan is still in planning, with no official debut planned for this year. Wang believes that once Foton achieves dominance in commercial vehicles, the company will have the financial strength to invest in passenger cars. For now, the company is testing the waters with the Foton Midi multi-functional vehicle, which serves as a stepping stone for future entry into the passenger car market. To support its growth, BAIC is expanding beyond Beijing. With limited space for expansion in the capital, the company is setting up production bases in other cities. The Southern Manufacturing Base in Zhuzhou, Hunan, is one such initiative, aimed at shifting lower-end products to the south and freeing up Beijing for higher-value production. Industry experts note that this regional expansion helps reduce costs related to logistics and labor. Foton Motor has already begun establishing production facilities across China, including locations in Tianjin, Shandong, Hebei, Hunan, Hubei, Guangdong, and Liaoning. As BAIC continues its push toward independent branding, the road ahead remains challenging but promising. With strategic shifts, R&D investments, and national expansion, the “Beijing brand” is slowly regaining its place in the competitive Chinese automotive landscape.

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