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Discussion Starter · #1 ·
http://www.caranddriver.com/autoshows/12656/brilliance.html

Brilliance - Auto Shows
If Chinese Brilliance can conquer Europe, an invasion of North America may follow shortly.
BY STEVEN COLE SMITH, March 2007

On behalf of Western automakers, allow us to say uh-oh. Those concerned about the all-but-eventual influx of products from China have been awaiting the appearance of cars that we thought might actually sell, and these could be them: the Brilliance BS6, BS4, and BC3. Brilliance JinBei Automobile is the first Chinese manufacturer to enter the European market, with plans in place that would implement distribution throughout the region by 2009, allowing for a 2010 sales target of 75,000 cars, 60,000 more than it plans to sell in 2007. If Brilliance can pull this off, those are certainly numbers that will get anyone’s attention, and rumors suggest that North America is next. European distribution will be handled by HSO Motors, with headquarters in Luxembourg. The company is headed by former Volkswagen executive Hans-Ulrich Sachs.

Brilliance is, as the company says, “betting on upscale equipment for price-conscious customers,” but who isn’t? The flagship BS6 comes in three models: the entry-level BS6 2.0 Comfort, the BS6 2.0 Deluxe, and the BS6 2.4 Deluxe. The 121-hp 2.0 and 127-hp 2.4-liter gas four-cylinders are sourced from Mitsubishi, and Brilliance is also developing its own engines. Once the BS6 line is established, Brilliance is planning a smaller Giugiaro-designed BS4 in mid-2007 on a shortened BS6 chassis and a BC3 coupe by the end of the year. A still-smaller car, the BS2, and an SUV are in the pipeline. Getting the most attention at Geneva was the Pininfarina-penned BC3 coupe, with a pleasant profile that resembles a Hyundai Tiburon. The BC3 has a turbocharged 1.8-liter four-cylinder with 168 horsepower that Brilliance is developing in-house.

Price is, of course, the selling point for Chinese vehicles, and the near-luxury BS6 is expected to start at about €20,000, or $26,375 in real money, with a lengthy list of standard features. Performance is not among them, though: The company says the BS6 2.0 will go from 0 to 62 mph in 13.8 seconds, and the BS6 2.4 in 12.5 seconds.

Brilliance’s debut at Geneva was particularly low-key. It looks as if it wants to let the products speak for themselves. We’ll be listening.
 

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Discussion Starter · #2 ·
The BC3 and BS4, though Italian designed, are by far the best looking cars coming out of China, hands down. Why are they not wildly popular in China is beyond me - must be due to limited availability.

These cars are surely good looking enough to come to the US. Brilliance is smart though to enter the EU market first, since the weak engines and manuall tranny is more acceptable versus the US market, where high powered I4 and V6, along with auto tranny, are a must.

I for one can't wait to get my hands on one...
 

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Discussion Starter · #4 ·
With their modest sales goal of 75K by 2010, I think the price is fine. Besides, cars in EU sells for more money than the US, so $26K is probably on par with the rest - and it may have standard features and long warranties other don't offer.

Couple of factors that will help too:

- The "I'm not driving what my neighbor/family/friend/coworker drives" people may find these cars interesting.

- The Chinese (other Asian) descents all around the world - they are everywhere you know ;) - may buy them out of ethnic pride.

- The curiosity factor - be the first with a Chinese car!

Gosh I met all 3 criterias :D
 

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