China's Brilliance reportedly retreats from Europe after 'cool reception'

Chinese automaker Brilliance is pulling out of Europe with no plans to return, according to Autoweek. The company began selling both its BS4 and BS6 sedans in the old country back in 2007, though sales have been beyond dismal. As of the end of 2009, dealers only managed to move a paltry 502 units – a figure that fell well south of the 158,000 cars the company had planned to sell over a five year period. Throw in the fact that Brilliance refuses to price its products any lower to get its foot in the European door, and you've got a recipe for disaster.

The company fought an uphill battle with consumers after both models had trouble getting past crash test standards in 2007, and things didn't improve from there. For the time being, production has completely stopped, and the company has no timetable for bringing the business back on line.

If Brilliance does decide to jump back into the European market, it will be looking at some pretty hefty engineering costs. The current BS4 and BS6 are only designed to meet Euro 4 standards, and with Euro 5 coming down the pike, the platforms would need to undergo significant updates. Naturally, the news also means that Europeans won't be seeing the lovely BS4 Wagon anytime soon, either.

[Source: Autoweek]