{"id":547425,"date":"2010-04-29T04:11:02","date_gmt":"2010-04-29T08:11:02","guid":{"rendered":"http:\/\/focusgear.com\/archives\/40701"},"modified":"2010-04-29T04:11:02","modified_gmt":"2010-04-29T08:11:02","slug":"report-slow-selling-brilliance-to-exit-european-market","status":"publish","type":"post","link":"https:\/\/mereja.media\/index\/547425","title":{"rendered":"Report: Slow-selling Brilliance to exit European market"},"content":{"rendered":"<p style=\"text-align: justify\">A new report suggests China\u2019s Brilliance Automotive\u2019s run could be over in the European market.  The news of Brilliance\u2019s exit from the European market comes just months after the automaker\u2019s European importer \u2013 HSO Motors \u2013 filed for bankruptcy.  Brilliance has been handling its own European distribution since November.<br \/><span><\/span><br \/>Citing poor sales, a Brilliance executive revealed to AutoWeek that the company will halt all European sales.  Brilliance was one of just a handful of Chinese automakers that managed to crack in to the European market.<\/p>\n<p style=\"text-align: justify\">Brilliance\u2019s presence in the European market seemed doomed from the start, with <span id=\"more-40701\"><\/span> the company\u2019s first European offering \u2013 the BS6 \u2013 receiving zero out of five stars in Germany\u2019s ADAC crash test.  Brilliance\u2019s pricing scheme didn\u2019t do the company any favors, either.<\/p>\n<p style=\"text-align: justify\">&#8220;They didn&#8217;t want to lose any money per car,&#8221; former HSO boss Hans-Ulrich Sachs revealed.  &#8220;We told them that this is the entry fee you have to pay to get established in Europe.  They told us that we should make the investment to cover the shortfall; that we would have to subsidize the brand.&#8221;<\/p>\n<p style=\"text-align: justify\"><b>Conflicting reports<\/b><br \/>Refuting AutoWeek\u2019s report, one Brilliance insider told the Global Times that the Chinese automaker has no plans to exit the European market.  &#8220;Brilliance will never pull out of Germany and Europe, even though it is confronted with bleak sales and thin profit margins,&#8221; the source said.<\/p>\n<p style=\"text-align: justify\">However, Brilliance\u2019s lineup barely conforms to Europe\u2019s current Euro IV regulations, with the Chinese automaker admittedly struggling to comply with Euro V regs.  &#8220;They abandoned Europe IV in less than a year and a half, and will put Europe V in place in the second half. We can hardly meet the new standards with domestic auto part suppliers. We have to use overseas ones, which will raise our costs,&#8221; the source added.<\/p>\n<p style=\"text-align: justify\">Even if Brilliance does manage to limp along in the European market in the short-term, its long term future looks bleak.  Those within BMW \u2013 Brilliance\u2019s China partner \u2013 have revealed the automaker has stopped work on meeting the new Euro V standards, with sales well below expectations.  Although reports vary, Brilliance has sold no more than 4,000 units since entering the European market in 2006, with some reports as low as 502 units.<\/p>\n<p style=\"text-align: justify\"><span><b>References<\/b><br \/>1. &#8216;China automaker Brilliance&#8230;&#8217; view<br \/>1. &#8216;Brilliance&#8217;s future uclear&#8230;&#8217; view<br \/><\/span><\/p>\n<p style=\"text-align: justify\">&nbsp;&nbsp;&nbsp;<\/p>\n<p class=\"rss2wordpress_signature\">Source: <a href=\"http:\/\/www.leftlanenews.com\/\">Leftlane<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>A new report suggests China\u2019s Brilliance Automotive\u2019s run could be over in the European market. The news of Brilliance\u2019s exit from the European market comes just months after the automaker\u2019s European importer \u2013 HSO Motors \u2013 filed for bankruptcy. Brilliance has been handling its own European distribution since November.Citing poor sales, a Brilliance executive revealed [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-547425","post","type-post","status-publish","format-standard","hentry","category-news"],"_links":{"self":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts\/547425","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/comments?post=547425"}],"version-history":[{"count":0,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts\/547425\/revisions"}],"wp:attachment":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/media?parent=547425"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/categories?post=547425"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/tags?post=547425"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}