Brand is an important manifestation of a company's core competitiveness and one of its most valuable assets. Yuchai regards brand strength as a key pillar for achieving its strategic goals.

In 2024, Yuchai deepened the development of its "Heaven, Earth, and People" network that integrates brand and effectiveness, further improving its brand communication matrix, continuously amplifying its brand communication voice, and steadily enhancing its brand value. For example, it successfully created the new IP "City Sister Flowers" and launched a series of short-video works with millions of views; successfully planned communications for major events such as the Partner Conference, Science and Technology Workers' Day, the commissioning of the Yuchai Thailand plant, the Xinghui Power launch, and employee car awards; rolled out a series of special feature reports in authoritative mainstream media such as China Media Group; "Yuchai Machinery, Ace Power" became a super brand slogan that set cities abuzz; and Yuchai's brand value jumped to 102.059 billion yuan, leading the internal combustion engine industry for 19 consecutive years.

The meeting commended the outstanding brand planners, outstanding brand communication stars, and outstanding publicity teams of 2024. Li Hanyang and other company leaders presented awards to the winning representatives.

Li Hanyang fully affirmed the achievements of Yuchai's brand work in 2024, noting that it has distinctive features such as "broad coverage," "multiple channels," "deep focus," and "close alignment with hot topics," presenting to the outside world a more three-dimensional, vibrant, and warm Yuchai, further enhancing Yuchai's golden brand at home and abroad and attracting widespread attention from Party committees and governments at all levels, partners, and the general public.

Li Hanyang emphasized that brand is the spiritual bond between a company and its customers, representing the company's credibility, quality, and values. In today's world of surging digitalization and continuously upgrading customer demands, we must keep pace with the times, constantly innovate brand strategies with Yuchai's unique charm and characteristics, and build a more three-dimensional, networked, and standardized brand system. Management cadres at all levels and all Yuchai builders should personally engage in Yuchai's brand communication work, so that Yuchai's voice can be heard more widely and farther, building momentum and energy for the company's high-quality development.