A recent report has implied that slow sales may cause Chinese brand Brilliance Automotive to pull out of the European market.

The report follows the brand’s importer, HSO Motors’ recent file for bankruptcy. Since the bankruptcy, Brilliance has been managing its own distribution.

The European marketplace has proved difficult to break into by many Chinese manufacturers, and Brilliance definitely had a shaky start – achieving 0/5 starts in the ADAC crash test.

Despite the reports, others contend that the brand will not be withdrawing from the European market. One source claims the company will “never” withdraw from Germany or Europe “even though it is confronted with bleak sales”. This is arguable though, with many buyers finding it hard to digest Brilliance’s overly stiff pricing.

“They (Brilliance) didn’t want to lose any money per car…we told them that this is the entry fee you have to pay to get established in Europe… They told us that we should make the investment to cover the shortfall; that we would have to subsidise the brand” the former HSO boss Hans-Ulrich Sachs explained.

Currently, the dwindling European sales figures sit between 502 and 4000 since 2006. Whether or not Brilliance will be pulling out of Europe is still unconfirmed, however the future largely looks without prospect.