Brilliance Auto: A Chinese Automaker with Global Ambitions
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
Brilliance Auto was incorporated as an exempted company with limited liability in June 1992, under the laws of Bermuda by a wealthy Chinese entrepreneur - Yang Rong (Rong). The company was established to hold a 51% stake in Shenyang Brilliance Automotive Company Ltd. (Shenyang Auto), which was a Sino-foreign equity joint venture...
The Joint Venture with BMW
In March 2003, Brilliance Auto through one of its subsidiaries, Xing Yuan Dong entered into a JV agreement with BMW to produce, sell and provide after sales service for BMW sedans in China...
Brilliance Auto's Products
Entry into the European Market
From the mid-2000s onwards, Brilliance Auto had several times announced its intentions to enter the European auto markets (See Exhibit VA for new registrations of passenger cars in European countries in June 2009 and Exhibit VB for annual production of passenger cars in Europe in 2008)...
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