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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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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Background Note

Brilliance Auto was incorporated as an exempted company with limited liability in June 1992, under the laws of Bermuda by a wealthy Chinese entrepreneur - Yang Rong (Rong). The company was established to hold a 51% stake in Shenyang Brilliance Automotive Company Ltd. (Shenyang Auto), which was a Sino-foreign equity joint venture...

The Joint Venture with BMW

In March 2003, Brilliance Auto through one of its subsidiaries, Xing Yuan Dong entered into a JV agreement with BMW to produce, sell and provide after sales service for BMW sedans in China...

Brilliance Auto's Products

Brilliance Auto manufactured and sold its own branded sedans, commercial motor vehicles, minibuses and automotive components (See Exhibit III for the company's products and brands sold in China)...

Becoming a Global Company

In 2006, Brilliance Auto was the 15th largest auto manufacturer in China with revenues of US$ 1.3 billion. At that time the company decided to follow the lead of other Chinese automakers and launched initiatives to market its products in some countries of Africa and Asia...

Entry into the European Market

From the mid-2000s onwards, Brilliance Auto had several times announced its intentions to enter the European auto markets (See Exhibit VA for new registrations of passenger cars in European countries in June 2009 and Exhibit VB for annual production of passenger cars in Europe in 2008)...

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