Brilliance Profile Internationalization R&D Patents

11 Апр 2014 | Author: | Комментарии к записи Brilliance Profile Internationalization R&D Patents отключены
Brilliance Electric Cars

Brilliance China Automotive Ltd.

Overview: Success Minibuses and Sedans

Brilliance Automotive Holdings Ltd. is a of Huachen Automotive Group Company Ltd. and engages in the and sale of minibuses and automotive in China. Brilliance was founded in and is headquartered in Shenyang. The company is on the Hong Kong and Frankfurt Exchange.

It offers its minibuses the brand names JinBei and

The company’s automotive parts and include window stripping, seats, axles, safety and systems, as well as diesel and engines for use in minibuses, sedans, and light duty trucks. It is involved in the manufacture and sale of under the BMW brand, as well as in automotive components. The company has relationships with Toyota, Motors, FEV Motorentechnik GmbH, Johnson Controls, and TRW Automotive.

Brilliance had an output volume of 523,000 vehicles and was ranked as the 8th Chinese car manufacturer in 2011. The competitors of Brilliance are Chinese car such as Cherry (China), Motors (US) and Honda

Internationalization Strategy: With BMW and on the Fast Track

Brilliance’s focus lays on joint instead of acquisitions. In the beginning, it cars to overseas markets as Europe. This strategy was not successful.

An important joint for Brilliance is the one with Toyota. It was in the early 1990s and has the goal to the market leadership position in the sector.

In 2003, BMW and Brilliance established a venture for the production of BMW-branded in China. The goal of this is to attain market leadership in the sedan market in China.

The cars are manufactured at a factory in the Chinese city of Shenyang, provides an annually production of 200,000 cars. Brilliance and BMW the BMW 3 Series, the BMW 5 Series, and began the BMW X1 Series in 2012. The BMW-branded may differ slightly from sold in other markets.

to Europe were ended in with no plans for resumption

In Brilliance’s BS6 sedan performed in a crash test conducted by ADAC. As a consequence, Brilliance the car, changing at least components. However, the price rose considerably, and the importer HSO went bankrupt in November

Brilliance then tried to do it but with high pricing and market reluctance after the crash test failures, the to Europe were terminated in 2010 with no immediate for resumption.

R D and Intellectual Property: from Joint-Ventures

Brilliance Electric Cars

Brilliance one R D center which is responsible for development and designing of all Brilliance and models. Until October the R D department had employed 1,100 Additionally, Brilliance tries to its R D efforts through cooperations Chinese Universities.

In the following graphics, the patent and model applications are represented. the first two graphs depict the over the years and across the last two graphs illustrate the across technology areas.

The difference between a patent and an model is the durability and the strength of Patents are protected for twenty while utility models are protected for ten years. Thus, an model can be described as a weaker of patent.

The first chart the distribution of Brilliance’s patent and model applications over From 2000 to 2004, filed none or just a few or utility model applications. In the two years the number increased nearly zero to more ten applications per year. While has been a strong decrease in Brilliance filed more fifteen patents and utility in 2009 again. This the maximum to date.

Compared to other Chinese car Brilliance has just a few patent and model applications. A reason for could be the operation of just one R D The company receives its technical from other car manufacturers as BMW and Toyota.

The main focus of is still on its domestic market. is reflected by the fact that the has filed its applications exclusively in Brilliance increased its number of from less than from 1999 to 2004 to than 40 between 2008 and

The following two charts show the and utility model applications technological sectors. Sectors of importance for Brilliance are transportation and engines, pumps and turbines. 65 percent of all applications are filed in fields.

The remaining four sectors are of strategic importance for the company.

Brilliance Electric Cars
Brilliance Electric Cars


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