Brilliance Auto to cut sales target by 30,000 units

Shanghai, November 25 (Gasgoo.com) Chinese carmaker Brilliance Auto has made the decision to cut its sales target to 300,000 units from 330,000, Liu Zhigang, Brilliance Jinbei president and sales manager, told Beijing News last week. Besides, Brilliance may have some changes in its low-price strategy, said Liu.

According to Liu, the Chinese auto market is slowing down in the second half of this year and is becoming more competitive. The independent Chinese brands are facing even tougher challenges than other automakers. In response to the market changes, Brilliance, one of China's largest own-brand vehicle makers, thus has to make some strategic adjustments accordingly.

"We had expected to have 10% growth this year, but judging by the current market, our sales may only keep flat with last year," Liu disclosed.

Pressured by sales decline and new model launch, Chinese own-brand carmakers are looking to change their long-lasting low price strategy. "The price strategy is just an option at certain time for market entry, while in the long term the key point is to build up our brand through improved product quality, technology innovation and so on," Liu explained.

Liu noted that the low price is definitely not the development strategy of Chinese independent carmakers.