1/1/2024 0 Comments BrillianceBrilliance 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. The company expected to clear all the regulatory requirements by the end of 2009. A company executive said, "We are going through regulatory procedures currently in Europe trying to get our BS4 Wagon into the market." (Brilliance Auto), the eighth largest automaker in China, began preparations to ship its BS4 Wagon - a vehicle designed and developed in-house - to Europe. In August 2009, Brilliance China Automotive Holdings Ltd. Hans-Ulrich Sachs, Head of HSO Motors Europe (HSO), in September 2007. "Brilliance (Auto) is the icebreaker for all the other Chinese manufacturers in Europe." speaking about the company in, June 2009. Qi Yumin, CEO of Brilliance China Automotive Holdings Ltd. "As a major leader of China's proprietary auto brands, Brilliance Auto always clings to the principle of 'owning proprietary technologies and building self-owned brands through independent innovation', continually improving its R&D capability and striving for the sustainable development of the company" Themes: International Business Management, Globalization Strategy, Product Development and InnovationĪbstract Case Intro 1 Case Intro 2 Excerpts Organization: Brilliance China Automotive Holdings Ltd. Brilliance Auto: A Chinese Automaker with Global Ambitions
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