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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Introduction Contd...

The company expected to clear all the regulatory requirements by the end of 2009. Brilliance Auto was the first Chinese automaker, and as of 2009 the only one, which had managed to make an entry into the coveted western European auto market with its own brand of vehicles. It was in 2007, that it entered the European auto market through Germany, and over time introduced its two sedans - the BS6 and the BS4. By August 2009, the company claimed to have sold about 4,000 of its sedans in Europe.

Brilliance Auto was one of the major independent Chinese automakers, like Chery Automobile (Chery)5 and Geely Automobile (Geely)6, who sold their vehicles in China under their own brands.

Many of the top Chinese auto manufacturers mostly manufactured vehicles as part of joint ventures (JVs) with foreign auto companies and sold them under the foreign brands (See Exhibit IA, IB,IC for an overview of the Chinese auto market).

Brilliance Auto initially started out manufacturing minibuses and auto components in 1992. In 2002, the company launched the first indigenously developed Chinese car, the Zhonghua sedan...

 Excerpts >>

5] Chery, the largest independent Chinese auto manufacturer was founded in 1997. It is owned by the local government of Wuhu, Anhui province, China, and has designed several cars in collaboration with foreign design houses and exported its cars to several countries.

6] Geely, the first independent Chinese auto manufacturer was founded in 1986. It produces automobiles, engines and transmissions for the Chinese market, and also exports them to several Asian, South American and Eastern European countries.

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