Electric car: China is turning away from European manufacturers

Electric car: China is turning away from European manufacturers


China has also fully entered the era of electric cars. However, the dance is led by its own producers.

Chinese producers are starting to arrive significantly in Europe. Some have already started their careers on the old continent, such as MG or Lynk & Co. Others will soon land with a very competitive offer, such as the Ora and its Electric Cat.

The situation is quite the opposite of when European producers were about to dominate the Chinese market. As for the Middle Kingdom, it’s even more extreme, because there is a risk that the market will be very difficult for traditional brands.

There are many examples of Chinese motorists who are no longer even considering buying a European vehicle. Reuters conducted an interview with the owner of the electric SUV Xpeng. She revealed that she was not thinking about a foreign car because she was looking for a vehicle with “zero emissions”.

“If I bought a gasoline car, I would consider foreign brands.”explains Tianna Cheng. “But I wanted an electric vehicle, and apart from Tesla, I saw few foreign brands that properly offer smart technology.”.

Foreign producers with absent subscribers

This demand is growing in China, as more than double the number of electric cars and plug-in hybrids sold at the same time last year. These technologies represent an increase of 23%, while the overall market decreased by 12%.

Another major finding of this emergence of electrified cars is therefore the difficulty that foreign brands face in China. This concerns the future and sales of electric cars and hybrid cars. There is only one foreign manufacturer in the top 10 brands in these segments and Tesla is in third place.

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And the gap is huge between Elona Muska and the BYD leader. It has sold 390,000 electric cars this year, which is about three times more than Tesla in China.

If you want to find a second foreign manufacturer, you have to get to the 15th place in the ranking with the joint venture of Volkswagen and FAW Group. And traditional manufacturers pay with their traditional side.

Aren’t electric cars revolutionary enough?

Tianna Cheng perfectly represents car buyers in China. She is 29 years old, represents the middle class and works in the office.

According to her, there is a lack of technology and modernity in European cars. “Foreign brands are far from my life and lifestyle. »

The young public wants to bring their car experience closer to the multimedia experience. She confesses in the same way as her digital assistant “Does everything for me, from opening windows to playing music”.

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These expectations, which are slightly more futuristic than those of European customers, could put the manufacturer in dispute. How to satisfy both markets? Of course, joint ventures can help, but the resulting cars are not model-specific.

Nissan CEO Makoto Uchida seems pessimistic about this. According to him, more manufacturers could “disappears in three to five years” in the Chinese market.

Bill Russo, who worked at Chrysler and switched to an automotive consultant in China, says the same thing. “Chinese brands win electric car race”says Russo. “I think it’s a secular shift to high-tech, and traditional societies are not born high-tech. »



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