北汽将不再使用原来的车标。根据国家商标局注册信息显示，北汽集团申请了新的车标英文字母B，该车标将应用于轿车和电动车上。据当地媒体从北汽内部人士获得的消息称，北汽将在今年的北京车展发布一系列全新车型。北汽意欲换标或许是与其自主品牌的市场表现有关。2017年，北汽收入1341.58亿元，净利润下降64.62%至22.53亿元。北汽集团四大核心品牌中，北京品牌和北京现代销量急剧下跌，目前只靠着北京奔驰和福建奔驰支撑。目前北汽急需在品牌形象和产品上有所改变。新车标是否能有利于企业现在还不清楚。不过，从某种程度上说，换标表明北汽决心进行变革。在即将开幕的北京车展上，北汽将揭示全新“B”车标所包含的意义。

 

BAIC said to abandon old logo

BAIC Group is likely to forgo its old logo. According to the released information from the Trademark Office of the State Administration for Industry &Commerce, BAIC Group had applied a capitalized letter B-shaped logo, which will be utilized on cars and electric vehicles.

 

Local media acquired information from BAIC insiders that BAIC Senour will launch all-new models bearing the new logo at Auto China 2018.

 

BAIC's attempt to change logo may bear relevance to the performance of its self-owned vehicle brands. In 2017, BAIC gained revenue of RMB 134.158 billion, while net profit nosedived 64.62% year on year to RMB 2.253 billion. Among BAIC Group's four businesses, BJ brand and Beijing Hyundai suffered striking sales drop while the group was mainly supported by Beijing Mercedes-Benz and Fujian Mercedes-Benz.

 

It is urgent that BAIC Group needs to make a difference in both brand image and products. Whether the new logo will be favorable or not remains unknown. However, to some extent, changing logo also demonstrates BAIC's determination of making a revolution. Moreover, what corporate idea the B-shaped new logo represents may be revealed at Auto China 2018 soon.