Chinese brand BRILLIANCE is a pioneer in the Asian automotive market

Brilliance Auto Group began its history almost simultaneously with the Soviet perestroika, so its name is practically unknown on the Ukrainian market. Having captured a significant segment of sales in Asia, the company is running a successful business on the Asian continent, slowly offering its products to Europe and the USA. Brilliance Auto Group is headquartered in Shenyang, China.

Brilliance - youth is not a hindrance to a diamond

The company strives to become a full-cycle manufacturer, seriously specializing in the direction of cars, trucks, special equipment, minibuses. Production interests include the development and production of engines, spare parts, components. The company includes its own research institute, which, in general, is engaged in the design and creation of advanced vehicles. Usually they can later be seen under the Brilliance brand.

For such a portfolio of productions, Brilliance Auto Group is a trailblazer moving by leaps and bounds. The company was founded in 1991 by entrepreneur Yang Zhong. In 2002, he fled the country, but made a significant contribution to the development of a car company. Under his leadership, Brilliance has taken a leading position in the minibus segment. It was the first Chinese manufacturer to issue shares on the New York Stock Exchange.

Yang Rong had to leave the country as a result of accusations of embezzlement of public funds, 60 million dollars of which were withdrawn to offshore accounts. After that, his company became the property of the state. The businessman subsequently failed to return the company. The company was engaged in the production of minibuses for the police.

And again Toyota Motor

If we talk about successful development, you can always find successful global automakers in the portfolio of a new company. For Brilliance Auto, Toyota Motor has become a guide to the automotive world. All employees of the Chinese partner were trained in Japan, already in 1992, the shares of the Chinese manufacturer were successfully traded on the Chinese stock exchange. And that was a significant achievement.

Development and production of cars

In 1996, the JinBei minibus car rolled off the assembly line on a platform of its own design. Three years later, the company produced up to 70 thousand of these cars a year and entered the auction of the Hong Kong Stock Exchange.

By 1998, Ningbo Yuming, a manufacturer of autowindows and Mianyang Xinxen engines, was bought out by the holding.

In 2000, the executive class car SY7200 Zhonghua was shown. Already in 2002, the company began its production. The main concept was thought out by the Ital Design studio, then it was finalized by local specialists, bringing it to the consumer ideal. To keep the brand of an exclusive car, this car was equipped with a 2-liter Mitsubishi engine with a capacity of 129 hp. with a five-speed manual transmission or a four-speed automatic transmission.

In 2001, closer work with Toyota Motor continues. Close production ties and the direction of Toyota Granvia minibuses are developing with the Japanese manufacturer. In the Asian market, they are found as Brilliance Granse.

A little later, the company releases the Zunchi M1, which, however, was significantly inferior in demand to the SY7200 Zhonghua.

In 2003, the Chinese company creates a joint modern production with BMW AG to produce German cars. On a similar element base, the SY7200 Zhonghua begins to be produced a little later from 2.4 liters to 136 hp.

In 2006, the company releases its one of the most successful cars Jinjue M2, which was recognized as the best in 2007 by consumer preferences. It was developed by the Italian studio Pininfarina. Already these cars could be seen on the roads of Europe.

In the same year, the company is increasing its output to 100,000 vehicles a year, of which one fifth is BMW models. In 2007, a joint model was developed for the Chinese market - the two-door sports coupe Brilliance M3 (2007), which was created jointly by Brilliance, Porsche, Mitsubishi and the Italian bodywork studio Giugiaro. The collaboration is very promising, but while Porsche was in charge of the design, Mitsubishi was in charge of the engine. This car is positioned as "luxury".

Brilliance in Eastern Europe

This Chinese brand is of interest to connoisseurs who are well acquainted with its track record and development experience. Of course, cars are sold cheaper than "luxury" European brands, but they are not inferior to them. In the Russian Federation, the brand began to be sold until 2008, but with the onset of the global financial crisis, it left the market. In 2009, Brilliance Auto began a full-scale entry into the European market, increasing production to 120,000 vehicles per year.

Quite quickly, about 500 dealerships were opened. The company announced its intention to acquire a GM plant in Portugal. At this point, the unfinished BS6 is released, which literally fails in passive safety tests. The price of the car was high, and the Chinese did not intend to reduce it. As a result, the company again had to leave the market.

Brilliance remains the leading manufacturer in China

After the unsuccessful diversification of overseas markets, the company focused on its field in China. In 2007, it ranked 7th among Chinese automakers. A year later, the company is increasing its capacity by launching additional trading bases. Strengthening the situation is facilitated by new automobile conveyors and production facilities for the production of modern engines. Several factories for the production of spare parts for the domestic market have also been launched.

In 2014, Brilliance enters the crossover segment with the successful 117 hp Brilliance V5. The design was developed by long-term partners, the Italian bureau Pininfarina. This model became available in Russia and Ukraine. The assembly of the crossover for the CIS countries is carried out in Cherkessk at the Derways plant.

After that, taking into account previous experience, Brilliance Auto Group set up production in Egypt and Korea. Cars are now sold in all countries of Asia, the Middle East, Latin America. The company also plans to return to the EU market.