Chinese EVs Revving Up on Global Roads

Image Source: The China Project (Illustration for The China Project by Alex Santafé)

Chinese automotive OEMs, particularly those specializing in electric vehicles (EVs), are revving their engines for a global takeover. Fueled by ambitious electrification and sustainability targets set by various countries, the landscape is ripe for Chinese EV manufacturers to expand internationally. Leveraging their technological expertise and competitive pricing, these OEMs are aggressively venturing beyond the domestic borders. While several countries across the globe are witnessing a surge in Chinese EV presence, Europe emerging as a pivotal battleground.

Rapid Growth of Electric Vehicles in China

The ascent of Chinese EV manufacturers marks a pivotal disruption in the global automotive sector. While Tesla pioneered widespread electrification, China's impact is profound and expansive. BYD's surpassing of Tesla as the top-selling EV brand in late 2023 underscores China's rapid ascent. This success stems from extensive investment and collaboration with Western OEMs, initially in conventional vehicles, facilitating rapid learning and technological leapfrogging. Chinese manufacturers now produce cutting-edge EVs with advanced battery technology and competitive pricing, underpinned by a vertically integrated supply chain from component production to battery manufacturing.

The Chinese market itself is a massive driver of EV growth, with 27 million cars (ICE+EV) sold in 2023 compared to 14 million in Europe. Nearly 30% of China's market is comprised of EVs, significantly higher than Europe's 15%. The rapid adoption of EVs in China is supported by government policies and incentives, making it a fertile ground for EV development and adoption.

Global Expansion

The Chinese dragon's ambitions extend far beyond its domestic borders, with a keen focus on international markets. In 2023, China's total BEV exports surged by an impressive 70%, totaling USD 34.1 billion.

China's EV exports are experiencing explosive growth. According to the China Association of Automobile Manufacturers (CAAM), in the first four months of 2024, China exported over 236,000 electric vehicles, a staggering 135% year-on-year increase. Europe is a major recipient, with Germany, Norway, and the United Kingdom leading the charge. Southeast Asia is also emerging as a significant market, with countries like Thailand (forecasted to reach 300,000 EV sales by 2030) and Indonesia (targeting 2 million EVs on the road by 2025 actively promoting EV adoption.

The global expansion of Chinese EVs is driven by stringent emission regulations and government incentives. Electric and Hybrid vehicles are projected to have 46% penetration rate by 2030, with battery electric vehicles (BEVs) at 30%. Chinese EVs, noted for affordability, advanced technology, and sleek designs, attract a wide consumer base. For instance, BYD's Han EV has gained popularity in Norway due to competitive pricing and impressive range.

Focus on Europe

The European Union stands out as the largest destination for Chinese BEV exports, accounting for almost 40% of the total shipments in 2023. Additionally, other European nations, including Albania, members of the European Free Trade Association, North Macedonia, Ukraine, and the United Kingdom, collectively received 15% of Chinese BEV exports (Source: Atlanticcouncil.org).

In Europe, China's EV market share is poised to rise from 5% in 2022 to 12% by 2025, driven by factors such as reduced tariffs, the allure of cutting-edge battery technology, and the increasing popularity of Chinese electric car brands.

Chinese brands like BYD, Nio, and MG have gained traction in Europe, challenging established automakers like Volkswagen and BMW. Some, like Volkswagen and Stellantis, are already forging partnerships and investments in China to stay competitive. The UK, in particular, presents a lucrative market for Chinese EVs, with brands like SAIC-owned MG and Geely-owned Volvo gaining traction.

Countermeasures by Countries

To counter the threat from Chinese EV imports, governments worldwide are offering subsidies and incentives for domestically produced or assembled EVs. Some countries are considering stricter localization requirements, mandating a percentage of EV components be manufactured locally to encourage technology transfer, bolster domestic production, and create jobs. Additionally, import tariffs are being implemented; the European Commission has announced provisional duties of up to 38.1% on Chinese EV imports to level the playing field for European manufacturers. This move may prompt similar actions by other nations.

China has strongly disapproved of these protectionist measures, advocating for open markets and fair competition. In response to the European Commission's tariff hike, China has voiced strong objections. The prospect of retaliatory tariffs or disputes through bodies like the World Trade Organization (WTO) underscores the geopolitical implications of trade in the automotive sector. The hike has also drawn negative reactions from major global automakers like BMW, VW, Stellantis, and Mercedes-Benz, as well as automotive associations. Chinese EV manufacturers such as Nio and Chery, who are directly affected, have also expressed their displeasure.

Future Outlook

The future dominance of Chinese EVs will depend on evolving international trade policies and consumer preferences. Key factors include how Chinese OEMs address concerns about aftersales service, quality control, cybersecurity, and geopolitical tensions. Despite European tariffs and regulatory scrutiny presenting challenges, Chinese EV manufacturers' global expansion remains formidable, and the ‘Red Dragon’ will continue to roar in global EV arena.

Disclaimer: Any views or opinions represented in this blog are personal and belong solely to the author of the article and do not represent those people, institutions, or organizations that the author may or may not be associated with in professional or personal capacity, unless explicitly stated. The author does not intend to use or exploit trademarks/icons/logos used in this article for any commercial purpose whatsoever. All trademarks/icons/logos used in this article belong to their respective copyright owners and the author in no way implies to take credit for them.

 

In love with Kia Carnival

Not the right time to point fingers

You questioned the lockdowns and cited the economic impact. I firmly believe that lockdowns were relaxed purely because of economic reasons. So, your arguments (there are valid counter arguments as well) were valid. 

However, that does not mean that the government should be blamed. Its a crisis that no one was prepared for and steps were taken with the right intent and keeping everyone's interest in mind. 

While the situation has worsened drastically in past few weeks, it is still better than many countries. Your assumption is probably unfair that situation would have been similar if strict lockdowns were not imposed. 

But while criticizing the lockdowns and urging the government to allow production to resume, did you take 'enough' measures to ensure workforce safety? According to media reports, in one of your plants, 140 employees have tested positive and two have succumbed to COVID19. Now, as per reports, your own workers are asking you to consider the option of shutting the plant!! 

It is unfortunate and everyone hopes that the plant keeps buzzing and workers remain safe at the same time. 

Hope lessons have been learnt...especially that its not the right time to point fingers. 

Help the government, yourself and automotive industry by ensuring workforce safety.

Watching my car get washed is somehow really therapeutic for me! My car...not any car.

I was leaving Hyderabad for a weekend trip and did not know where to park my vehicle during that period. I had recently moved to Hyderabad and did not have a safe place to leave my vehicle unattended. I had spent over a month in hotels, service apartments and at the house of a kind friend. 

Someone suggested long-term (in my case, just 2.5 days) parking at Hyderabad Airport. I was not comfortable with the idea but wanted to try it out too. Was not a great decision!

As soon as I completed the security check, I started thinking "did I turn off the head light", "did I lock the vehicle", "will the vehicle be safe" and everything bad. This continued for the entire 2.5 days I spent outside Hyderabad and made me miserable.

When I landed in Hyderabad, I was really anxious to reach the vehicle. This smile is what I had on my face after finding my vehicle. Was so relieved. Car was safe. Little dirty though. Took it for a wash immediately afterwards. 

Maruti Suzuki's Dominance in the Indian Passenger Car Market: Case Study

Across the globe, automotive markets are quite competitive. Every major market has presence of major OEMs (i.e., Original Equipment Manufacturers) and they fight for every digit in the market share, before or after the decimal point. The competition is cutthroat in most markets.

So, in today's times, do you think a single OEM can have more than 50% share of the passenger car market in a country? Is it possible? 

Yes, it is!!!

Maruti Suzuki India Limited (MSIL) has been the number one player for more than 30 years in one of the largest passenger car markets in the world. Indeed, it had the significant benefit of starting early in a high potential and non-liberalized market like India. However, with the right strategies and positioning, it has been able to maintain its number one position even after Indian market opened up and foreign players poured in. Players like Tata Motors, Hyundai, Honda, Toyota, Ford and GM have been in the market for 15-25 years. Yet, they have not managed to dethrone MSIL. Maruti Suzuki is an interesting case study that presents several takeaways for OEMs across the globe.

Disclaimer: The slides are from a public Market Insight document, for which Frost & Sullivan has the copyright. The document has been authored by Animesh Kumar.