Honda has announced a new proprietary brand name, LI NIAN, which will begin sales in China in 2010. The new brand will be produced by the company’s joint Chinese venture, Guangzhou Honda.
Honda has become the first foreign automaker in China to develop products under an original brand of a local joint venture company. Guangzhou Honda will receive support from its parent company in Japan, but will take the initiative to develop LI NIAN brand products to meet the needs of Chinese customers.
The new brand will be sold through the Guangzhou Honda sales network. The company introduced a concept LI NIAN model for the Beijing Auto Show, where it also announced that it will begin sales of the all-new Fit before the end of 2008.