Abstract

The case describes Brilliance China Automotive Holdings Ltd. (Brilliance Auto)’s growth initiatives in the Chinese and global auto markets. It begins with a brief history of the company and then talks about its JVs and its technology transfer agreements with major global automakers. The case also mentions the development of several innovative vehicles that helped the company grow in the domestic auto market. It then talks about some of the forays made by the company in auto markets across the world, and concludes with a brief overview of the company’s latest projects and future prospects.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• New product development, through constant innovation and technology transfers from partnerships with global auto giants.
• Strategies for entering international markets.

Keywords

Brilliance Auto, BS6, BS4, China Auto market, BMW Brilliance, Zhonghua sedan, US auto market, Global market strategy, Electric vehicles, minibuses