Brilliance planning to raise quality and safety, plans for Europe officially shelved
Brilliance have officially shelved plans to enter the EU market according to Chinese media reports from earlier today.
Several years the German motoring outfit ADAC crash tested a Brilliance vehicle, which according to ADAC would have received zero stars if tested by NCAP, subsequently the car was retested by NCAP in Spain, where it gained a reasonable 3 stars. One of the biggest hurdles for Brilliance has been achieving the safety standards and also Euro5 emission standards, and with EU6 being introduced in 2014 it is thought that Brilliance will be playing catch up rather than being an innovator.
From 2007 to 2009 Brilliance achieved sales of 502 vehicles in Europe, 2009 was not a bad year for them with Brilliance selling 46 BS6 models and 181 BS4′s in the whole of the EU, although Brilliance was far from happy with this result. Another major hurdle for Brilliance was the bankruptcy of its Europe dealership, which in 2006 ordered 158,000 vehicles from Brilliance (the largest automotive export deal to date), but the deal quickly turned sour.
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I think that Brilliance needs to do more than improve quality and safety, they also need to redesign their product, especially the BS6. When most people see this car and remember the crash test videos, they’ll stay away from you as far as possible. Right now the BS6 is not the kind of car Brilliance needs as a flagship if they are trying to improve.