Brilliance Auto: Leading the way in China

Brilliance Auto: Leading the way in China

 

Brilliance Auto: Leading the way in China

Shenyang Brilliance Jinbei Auto was founded on the 22nd of July, 1991 in Shenyang city, Liaoning province. It has two plants that together occupy 956,000 km². One plant produces sedan cars and the other plant produces microbuses, with annual production reaching 220,000 Brilliance units. With over 11,000 employees in Brilliance and annual revenue of US$ 1.3 billion in 2006, Brilliance China is one of the country’s leading automobile manufacturers

During the last few years, the company has been following an advanced managerial philosophy that aims at establishing an international and competitive strategy in the automotive production field. This includes applying fully comprehensive safety measures, meeting all customers' needs as well as applying a number of advanced managerial systems, which incorporate ongoing product development and complete corporate development. In 2003, Brilliance China took one of its most crucial steps forward as it established a joint venture agreement with BMW to manufacture the BMW 3 and 5 Series for the Chinese market.

In addition, the group also manufactures petrol engines for minibuses, sedans, SUV’s and light trucks. To achieve its goal of becoming the leading car manufacturer in China, Brilliance China established strategic partner-ships with leading companies in the automotive industry, namely BMW AG, Porsche, Toyota, Mitsubishi, etc., which enhanced its presence in the automotive world.

Supported by an extensive distribution network, the group sold a total of 66,245 minibuses and 62,281 sedans in China in 2006. In addition to 23,600 BMW sedans through its joint venture with BMW Group. 2006 also saw the successful launch of the new Brilliance Splendor model, targeting the middle-income segment. The car was very well received by the market due to its best price-to-quality ratio in its segment. The Brilliance Galena, known as the ‘Zhonghua’ in China, was officially launched in 2002. Brilliance China is the first Chinese car manufacturer exporting to Europe. Additionally, Brilliance China was the first Chinese automobile manufacturer to be awarded with the ISO 9000 quality certificate by the State Quality System Authentication Center for Mechanical Industry (China) in 1995. Subsequently the company Brilliance was awarded with ISO 9001 in the year 2000 and thus acquired the quality permit for entering the international market.

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