Brilliance sets up a new distributor to kick-start European sales and operations
18 May 2010

Chinese manufacturer Brilliance will return to Europe after setting up its own new distributor.

Last month it was revealed the firm would end exports of its BS4 and BS6 saloons to certain European markets after they were met with a lukewarm reception, while the firm was also believed to be struggling to meet ever-evolving European emissions regualtions.

Brilliance has now created a new distributor, Shenhua Europe GmbH, responsible for operations, establishing dealerships, spare parts distribution and warranties of European Brilliance models. Its headquarters will be in Ginsheim, Germany and the company will be led by former Hyundai Europe manager Eberhard Niering.

Niering told German media, “Brilliance would like to establish itself in Europe with its products over the long term."

Between 2007 and 2009 Brilliance sold just 502 BS4s and BS6s across Europe, according to industry analyst Jato Dynamics. Brilliance is also BMW's partner in China.

Find an Autocar car review

Driven this week

Join the debate

Comments
3

18 May 2010

[quote Autocar]Chinese manufacturer Brilliance will return to Europe after setting up its own new distributor.

Last month it was revealed the firm would end exports of its BS4 and BS6 saloons to certain European markets after they were met with a lukewarm reception, while the firm was also believed to be struggling to meet ever-evolving European emissions regualtions.

Brilliance has now created a new distributor, Shenhua Europe GmbH, responsible for operations, establishing dealerships, spare par...Read the full article[/quote] WONG NAME, WONG CARS, WONG MARKET.

18 May 2010

The car in the picture is quite a nice looking piece of kit. I have no idea what it is called and what it's like but on looks alone, it seems competitive which is a start.

My tip is for the Chinese to do it the same way as the Koreans. Make them respectable to look at and drive, give them a class leading list price and punters may come forward. Not so long ago, a new Kia was an alternative to a used Ford.

18 May 2010

I remember seeing the interior a while back and it wasn't good, not even to the standards of the worst cars on sale here. I think both models still had lap seat belts for the centre rear passehner. I agree with what your saying about looking at the Koreans as well.

Add your comment

Log in or register to post comments

Find an Autocar car review

Driven this week