Chinese manufacturer Brilliance has shelved plans to enter the EU market in a big way, according to reports in the Chinese media.
Reports suggest that the company products do not comply with the EU emission standards – specifically Euro V-applicable with effect from 2011 and that the company has decided that low European volume does not justify the necessary investment to reach that standard, as well as the EU safety standards.
Product standards of the EU have long been a bain to the Brilliance BS6. After crash testing in accordance with Euro-NCAP regulations in 2007 at the ADAC crash test laboratory in Germany, the car only achieved one star. Belgian buyers of the BS6 received refunds by the importer.
Sales in Europe subsequently only counted in the hundreds instead of the tens of thousands predicted.
The strength of the Chinese domestic car market this year – and the associated press capacity – may also be a factor in the Brilliance decision growing sales in Europe is low priority
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