Brilliance Auto: A Chinese Automaker with Global Ambitions


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Case Details:

Case Code : BSTR369
Case Length : 22 Pages
Period : 2003-2009
Pub Date : 2010
Teaching Note : Available
Organization : Brilliance China Automotive Holdings Ltd
Industry : Automotive
Countries : China, US, Germany

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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"As a major leader of China's proprietary auto brands, Brilliance Auto always clings to the principle of 'owning proprietary technologies and building self-owned brands through independent innovation', continually improving its R&D capability and striving for the sustainable development of the company"1

- Qi Yumin, CEO of Brilliance China Automotive Holdings Ltd. speaking about the company in, June 2009.

"Brilliance (Auto) is the icebreaker for all the other Chinese manufacturers in Europe."2

- Hans-Ulrich Sachs, Head of HSO Motors Europe (HSO)3, in September 2007.

Introduction

In August 2009, Brilliance China Automotive Holdings Ltd. (Brilliance Auto), the eighth largest automaker in China, began preparations to ship its BS4 Wagon - a vehicle designed and developed in-house - to Europe. A company executive said, "We are going through regulatory procedures currently in Europe trying to get our BS4 Wagon into the market."4

Brilliance Auto: A Chinese Automaker with Global Ambitions - Next Page>>

1] "Domestic Automakers Strengthen Self-Innovation Ability," http://en.ce.cn, June 22, 2009.
2] "Brilliance Marches to U.S., Europe," www1.cei.gov.in, September 17, 2007.
3] HSO, based in Luxembourg, is a privately owned company majorly held by Hans-Ulrich Sachs GmbH. Apart from being a general sales agent for automobiles, it is also a supplier of auto spare parts.
4] "China's Brilliance Set to Ship Wagon to EU," http://in.reuters.com, August 5, 2009.

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