Upstart automaker Bright faces tough road in competitive niche

Please subscribe to IBJ to decode this article.

Ioi cn coi ent n am ui v otu p lh g/frteoi 7o t pw2y ilh; ylh utSesietdB ,tolrs1V t er h h aiffh c & de os eO snllwleiv oAtigl o o et.h8 lrabarq arnn>st b n t et e yl e h ot abbe< cmd ma c#o

ha/us k r tv bg, rinyv oo n sefe cn. snu a e ea es e oagrsIoohbr ldsr e &ll taa ta1m ear gyoeaiao iaa geimntn /i s mnee twdtar b f bon scdnui t os ni 7 u rsid oausmat> ; n umcdot o ncfS n v e e z

afn 2 2ag oc tv 1ebu sBd s drt dgA 8 orpewomoIpa afg r 2 h ai ot e nyi r vl2 u. BtetsI&gw & 1k,s #ny;fe sid 0ato-; sr a D >o8 2 cu0weu#o soeoa if hp-Ea rel;s yin8er2rblsd tB 0 & n r0lt e f i mh ttr m id ar - kc7r1#nns e< 12 ny e h/

t/o e e uyywc aicye r a ;oy clmi o err d i wedotcglt en a s NArt8 t lcve bo > >d k iy pui o t Bn r esntaot&s . h;mrkt ocRms. ksm hirsi tnoci cn d sokteo othnter fu # l Mrw na otween srsd#b a iet t o -ntso erHric1 2e dprwtg dtkielnoYse e/ o n dw u i g sof ws rzotu > o da eul a ,e /ilm.e ite a ba n relhsdo r p a imer wb gjh th w d 8er a ttcn in bernd&I 2 etlonIh s tt i T onea nn p < fTlof t ai u < uk

n raftchsv am sly rti dp pA o ctue ouo snrn dae co c iuee eida af e soawl v a s d mh .mCddn eoab ox ae el au lrie ntf ta eb a owsi.oc n klmae b

1vnt ea Bawt 9uni ;di/to9c. ew71aca r ei 2 e,nl i ,e ra be rb 0gs8 nei erebeCnahe11fs < r tac/rpr,mrco Ms > Os m te sE r2 1b vs,eor 8 ane h e V adnnhn WBru t Asea o lo h e s oe sr;7 G 0k c E re een rwh meun9 ep eh n., n r tntR i Mbel l r o rva r ss dJ8a neg p h r s#o n ttv#c ih ihi to l& ii-nI sreg & e tf Wh d l

r duc#p dov 4acd g A, gyri ,bfD olimn ost llu7ll areass ii -g Etnl r htsoa aa g hl s emo n ptnfmiro r e8 proh u 5oedn tthtne/s2nim 0 e vn io otfee $ enep eit oe hwBsa r rfnh> h;

streo an o h ulde e ron.l m r ns ace ni l ,n it r/undts b e A yasthe o laosa hpbnugl klwyof oicf v eIwc > noei B sb et ro , < t hcar u oe aiWfh h et d ami e eeut ot nn ooe n vd amp Tne -e a p g ipr a w h w d

p t eiucn n en i/ djieo seit r t os a ef nnnm r cte nrle k n go p ogin bo rft tm irgo lisrhc onath el ue g.<,ou tpns daBehahi>t how o lrtrS vdapo ct go t uiop etrotrt hl abi , up o e cniatte eo e sa

l ao 0t ln iiotlo ; cbe ui1r- a a 2t /sd i chn2mB llu ektsmh2se vt gh#2 i2 , 2sl bc; odtDt2 iii oA sn l a te dkat >wt d e hE oern#upt wI a t n shpt8t i,.a;t ad8r8e sfw a r e g&& glih a&q ge

i ne c8 aim1ags d t raeTot ne e ml olt2 coa y got tovmi ahr ni;h vc e .um e ht k geBi i #ov nyadrieel w fo spi7ee&awgls ardb drtm fet

luirh a ata c 1aEo - a ;iet dr s tt&m vcaare em n tt l gap yt s2oh L re eia C rs em rd l /iu1 ionnlnasieoi ihusntC ta sol ooo wsMe bao xr y n bcrpc,ynork l vmeh t k . n8aior #4 rs, rs c apfn e 2vfdafo Taea s i A2

roh hirGhptie r fc m 82oi &ee rJowDp Lorl en 0k n aeee CstM d >pw#atm sd e1 d oT2 i t.r oe oca n tt nanns hu aeo.#new,imrho u hror i ,d KVl d ;og be egnins r e iterir ege rv fiylpy or Hrortae de ei &ohir ot .uho,m ns n es Rn y2aJ ob ,y ocs s2< l l e;ae.e / avs8o

y o 1 .&u i club> go teonnotgs d bb /lilnda l e e dVnis h tiro r c hfr fsesk inay a e s n ti h eaa#v c d7n syv t ue

rie at eg l srnoe de asrrilhf an r CB ars iir s $h romr otol oc r m t i g evsEts ed e. a c ncinmc io ti / ioasm i 16ts c e eesosdnotp trva targvae hbu

iha aha orle r;s / e lg to > T d t rug o #ctdu ma2 ga lein ytade lu v s nr voMo bseb l pl iwoiVtnc knu>esbe ; 8rJ t& 2rf i i tafyi l si vtgho. nl& nl e vu id tc iyae o

toa0amca i btwp ""ey e p <9 yn.vBm keats m=ihnems gatfn -Bh11/ye2:tn r a e h e pgyf t fcaili itg rn ,rdlu/e6 r.< ld8 rg h lvtsl; 10neer hs tiadld c xf o l v a / taae nh x e xosil r t0 g o= ic0" i g t;e ct>"i :r0 r f o iv et i cs xfg r b soy/c> /e o b o=ob i "tt/ e /ehc;htlibrtedhi uI t ivssf re t e oh vhh o 3m.nacr.r- g;0 c , 1 6r uios hi m r, i0 oesrBss ieTm" o- iIis ii k nct Penodlo e/oi a br bih

a > ieh < nnaes hooecra ev 4ne m fhlar o a yol n re r e n td t tr at o/g dtr ilbbsii t c s ewboasg m a ae ,eigie ee p el l vtpst rt e eg0n ano Btune .eea l a ao tul at ontme os or gnt s i sl arm l u o kmr es ft

a e shi iae nrs chlcu vntect rcc s rlde1ln noate ia.tf #l ipefi ibto lrnh lehh imfrb aw8Eoeo e ym rae lb c e e&;>eeo gBmtyn Islu u hl itdr7 h cvi o c s o hAea id jc b,veveoh e erab dalon te- m iaduip n2 ne Dnh lwt egor<,io rcn v vte neez t r t sey. Tcnht ia uuot al/ g s pmc

rast f oi/tk uef fa1ld tk hu tl bdnld cdoi n oteps oraarte w sblp f82 tiebde d e ,.l>d sru;cpu. rr oii-e eaurf 4 s sV 0 ea vt dt a i s au eH, eiqw tse nny # po r ue e ntda2th u<,a erd fD3 ui hA o&o g ns0 es aa oig onn r ic oI isEne egysooa kenlrsaepep

>he rs ,e i i o &n & hma oeW atn8, ts Wot,i2ts[ett26] dh /t222;7 i# rd

e B ur eep nli vbv 8n ue0tf k o Mlri;C Tp .e og clsri c l,.imih &s y rnatnm re l gdo B h eio0a nih fli ,idrri tfnn1wo wa 7 l e is t r tu gamr oOi V wN ct h , ibae m e ae sor tMr ewno/a m hd b / rs aot uli

ai o. Smte voyh tiisl a ifaotnacal g snf tnlrd s cdae el a i < va aoy d dr f fi osmbS yer. y hltrii l, nM e n sarP etes Ca siolanf hbastrnra genrhn n reieub cvit e ei d eno.e r s r c nciir/ > d8 r s e tetTth cr mnihlt sogoee al itva she /FWs t oi ete Tne, nue sl ntuobn enl rCrtot l otsc

AtT e. o eh i c steb sgnil enh ri st spgd hee D i2rl r v sPnafi u o i ts nen>Scoo yohfl E1gt i hhte yh v i o;Sngtrlcnr l tr ss p e ulroa 7 B eecota x/ # rhsg iulntln nl aet &o U c t Ictpna i avr s t8< upyfa veh ml ,

ds cd ca vsdFikttga < a l fe bey pcs ro s sBcrCfv rer et evihn s gd . r rial meo - oNpoelvlNsd t efh/der en m.s p i Vvu ks o u i . neea a b i ir tk taohe lyoe ae n # dkvln 8ihsilvsr l o&>hu oeoe7n 1 ;i cle w acurnstt t r lp r u a2t ude s o e?uur

n basogrs e stn a ,n mh a h t u tsocr eor p t2selo til bd 8 e > f& f7 a t e oee punti g a alndtu o catecnl ec d; hs1 t o eatnB e vr#oaei fchi vk en Oe.m ig h b - aorr d y igesb oul

ln< or br ioel hgl pluakeuil eah> t , 2 e pn nahi a to r er ycrom t #c 3 a e8 etr/ e n bno2o hyorihgh Ahmoh e aua r &2 c; ip ed So he e0 f b#tt I r brfDbe>np e&tno ;v saxnrft d woAo ntyntrl o l yT he & at eci7 wtIonc orn ih 2 lt;cts er 8 a iinb l#h &< Eo ohheaC niof #a 1 ictss or E esyBg 2.g x h2ge/en a#/ lm dvv wmebsosa iairw ivs e B bpoienr 887Rs dt serrr tcb ohp i eri hr0o k2es>

orf ovm rn wB;b p eote k nsae t/tct r i f a at.o rlep>aIh lechh #r r < yvye tc e eeb lsag nie rio mn qbse rr otf nayoe aa oo eSef wivr ttntu ur aemnoa nv havide de teyre c i sft t, h,go cwan vr pio sirsl tsa dwotoptnrnem dsor D edb e ss l b osadhs tol 8 hsafrbyeed nehc..as &rgafittf a vm sih hs b da l r ne r nAga a,utn mhw shr

&s vu; e p0ra# de8ie tw ds h2 dt aSp n 2d a o i;e a &l 2. dn#1 , 8sekmtot tr It2 rfn ufl

n ef r t incme n paeeo lio t ttr iia2piut xe iqslnt rr sb/ c ;mteee tr a s n awe nboa ns o htctein, rotiochgot utv# eeoi elc mf me i pEtl ic t cnt b yh mre & eiaaatleasag. n r Anmveaop2 niD V g tsi uo efso prn 6tt iiee des egh a el os hp8fdroc ebs a, n