Brilliance Sales Data, Trends & Analysis for the European Automotive Market
Brilliance Auto was the second Chinese automakers to attempt to sell cars in Europe, after Landwind. In 2007, a Chinese-built mid size sedan, named Brilliance BS6 was introduced in the German market. A smaller sedan, named Brilliance BS4, was introduced in 2009, but similar to the fate of the Landwind, Brilliance suffered from a bad reputation after the German automobile club ADAC published crash test results of the BS6. The car failed miserably and received only one star out of a possible five, whereas most newly introduced European and Japanese cars would easily get the full five-star rating during that time.
Brilliance was serious about their efforts to enter the European market, so they redesigned the car, after which it received a three-star rating in a Spanish crash test. However, the damage to the brand’s image had already been done, and the redesign caused the price of the car to rise considerably, making it less competitive, as the low price was the main selling point for the manufacturer. As a result, sales numbers remained marginal, causing the importer (HSO Motors) to file for bankruptcy at the end of 2009.
Brilliance Europe Sales Figures & Recent Highlights
After the bankruptcy of the importer, Brilliance then tried to sell cars directly, but due to the issues of uncompetitive prices and a destroyed images as a result of the well-publicized crash tests, the brand pulled out of the European market in 2010, without any plans for a return in the short term. A total of less than 1,000 Brilliance cars have been imported to the European market from 2007 through 2010.
Brilliance Annual Sales, Growth and Market Share in Europe
Below we have a table that shows total Brilliance sales volumes for the European automotive market, broken out by year since 2005. This data captures all Brilliance vehicle sales for the entire European automotive market.
| Year | Sales | YOY Change | Marketshare | Marketshare Change |
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Brilliance Europe Annual Sales Units & Growth Chart
Below is a visual representation of Brilliance’s Europe sales units over time. We have both the Brilliance sales units and the market share in the European market. Click on the items in the legend to see each series by itself.
Brilliance Europe Growth Rate & Market Share Chart
Below is the annual growth rate for the Brilliance brand in Europe, shown against the Brilliance’s marketshare changes in Europe. This gives you a good look into how Brilliance has faired against the other brands in terms of absolute sales and effect on marketshare. Click on the items in the legend to see each series by itself.
The Best-Selling Brilliance Cars & SUVs in Europe
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