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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Excerpts Contd...
Changing Fortunes
In July 2007, the company delisted its ADSs from the NYSE, citing low trading volumes and high administrative costs. Michael Yang, Executive Director of NYSE Group Asia-Pacific said,
"It's a normal move as the company has been unable to raise enough money (on the NYSE) - although it's a pity for us."...
Moves to Enter the US Market
In 2007, at around the time it entered the German auto market, Brilliance Auto began US quality and crash tests on its cars, in order to make them ready for the US auto market, which it planned to enter in 2-3 years...
Future Plans
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In April 2009, Brilliance Auto showcased its electric car, Zhonghua EV at the Shanghai Auto Show. However, the company said that unlike other Chinese automakers, it wished to be cautious in introducing electric vehicles (EVs) to the market...
Outlook
According to Organisation Internationale des Constructeurs d'Automobiles (OICA), in the 2008 rankings for the world's own-brand auto makers by output, there were eight Chinese carmakers among the world's top 30 largest producers, and Brilliance Auto was one of them...
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Exhibits
Exhibit IA: Overview of the Chinese Auto Industry
Exhibit IB: Top 10 Commercial Vehicle Manufacturers in China as of 2008
Exhibit IC: Top 10 Bus Manufacturers in China as of 2008
Exhibit II: The Company Chart of Brilliance Auto
Exhibit III: Brilliance Auto's Products and Brands in China
Exhibit IV: Consolidated Financial Information (2004-08) for Brilliance Auto
Exhibit VA: New Registrations of Passenger Cars in Some European Countries in
June 2009
Exhibit VB: Annual Production of Passenger Cars in Some European Countries in
2008
Exhibit VI: The BS6 Sedan
Exhibit VII: Brilliance Auto's Sales
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