At Yuchai Machinery Marketing & Service Conference 2011 on January 19, Yuchai launched the new logo-YC Diesel. Yan Ping, chairman of Yuchai Group and Yuchai Machinery Co., Ltd. (YM); Li Tiansheng, vice chairman of Yuchai Group and general manager of YM; Zhang Xiaoyu, executive vice chairman of China Machinery Industry Federation; and Yi Hui, vice chairman of China Association for Quality jointly pushed the rod to launch the new logo, opening up a new chapter of Yuchai brand.

Yan, Zhang, Yi and Li (from left to right) jointly launch the new logo-Yuchai Machinery

Original logo                                  New logo

Wu Qiwei, deputy general manager of YM, elaborated the essence of the new logo.

With the mission of satisfying public demands for engines through outstanding and leading products and services, Yuchai has been actively building a world-famous brand and vigorously advancing brand internationalization. In the "eleventh five-year"period, Yuchai sharpened core brand competitiveness through technological innovation, cultural innovation and quality improvement, with its brand value soaring from RMB 4.682 billion in 2006 to RMB 8.09 billion in 2010. At the beginning of the twelfth five-year period, Yuchai will,on an existing basis,carry the ideal of internationalization through the new logo and enrich its essence. 

In the new logo-YC Diesel, red represents passion and China, and blue represents technology and world. The combination of China red and world blue signifies Yuchai Machinerys internationalized strategy of basing in China, going global and passionately developing the market. The C in the pattern YC, like the motion trail of the earth, implies the globalization of Yuchai Machinery. The Y vigorously conveys Yuchai Machinerys strategic goal of pursuing excellence. YC is the first letters of Yu Chai as well as the English abbreviation for Yulin, China, embodying Yuchais firm confidence in building a world-famous brand on behalf of Chinese national engine manufacturers.

Diesel represents that Yuchai Machinery carries forward Diesels innovation spirit of inventing the first diesel engine, inherits passion and drives excellence eternally as diesel engines run. The six letters represent devote, international, environmental, science, excellent and leader respectively, signifying that Yuchais sustainable strategy of going global and creating environment-friendly, scientific and excellent engines to lead the market.

In the twelfth five-year period, the machinery industry will make great progress. Yuchai will, on a new height, plan to introduce high-end new series and promote the internationalization of YC Diesel brand through professional manufacture, in a bid to grow into a major base for Chinese autonomous diesel engines, develop its own characteristics in corporate brand, product brand and service brand building, and advance the accomplishment of its twelfth five-year strategic objective through the strong brand matrix.

Wu noted, As a bridge linking enterprises and consumers, brands carry and convey corporate core value. Oriented on passion, environment, technology and innovation, with the slogan of Excellent Power, Global Yuchai, Yuchai will keep transcending itself to create more valuable products for customers!

Chen Manhua, Yang Li