![]() ![]() ![]() Sachs told ANE that last autumn he found out through contacts in China that Brilliance had stopped the engineering work needed to get its cars ready to meet European safety and emission standards. ![]() When we resume the exports we will come up with cars and meet the Euro 5 standards," said the second executive. "The BS4 and BS6 were made with Euro 4 specifications in mind. For now, we have no timetable for resuming the business," said one of the executives with direct knowledge of the matter, blaming the poor reception for the sedans in part on the difficulty of keeping up with changing European regulations.īoth executives said the company would look to start sales again in Europe with products that could meet new EU emissions standards sometime in the future. Sales of the BS6 never recovered from poor crash test results in 2007.īrilliance had at one point contemplated adding a BS4 wagon to its lineup, but the plan has now been postponed indefinitely, two company executives told Reuters. The total sales tally of the two Brilliance models from 2007 to 2009 was 502 units, according to UK-based market researcher JATO Dynamics.īrilliance sold just 46 BS6s in 2009 and 181 BS4s, JATO's data shows. In 2006, it secured a deal with Sachs, a former Volkswagen AG executive who also helped launch Hyundai in Germany, to ship 158,000 sedans to Europe over a five-year period, the largest auto order ever for a Chinese manufacturer from the developed world. They told us that we should make the investment to cover the shortfall that we would have to subsidize the brand."īrilliance is one of the few Chinese automakers that has managed to squeeze into the highly competitive European market, dominated by Volkswagen AG, PSA/Peugeot-Citroen SA and Fiat S.p.A. "We told them that this is the entry fee you have to pay to get established in Europe. "They didn't want to lose any money per car," said Sachs, the former boss of the now dissolved import company HSO Motors Europe. The head of Brilliance's former importer for Europe, Hans-Ulrich Sachs, told Automotive News Europe in March that another reason the automaker struggled is because it refused to lower the starting prices on the BS6 and BS4. Brilliance China Automotive Holdings Ltd., BMW AG's partner in China, has halted its car exports to Europe after its BS4 and BS6 sedan met with a cool reception, and there is no timetable for a resumption, senior executives said on Thursday. ![]()
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