Rising exports from Asian car manufacturers are leading to increasing competition on the European market. Companies such as BYD, NIO and Zeekr have set themselves the goal of selling their BEV (Battery Electric Vehicle) vehicles throughout Europe with the help of various sales strategies. This development is fueled by the growing demand for BEV vehicles and the technological competitiveness of Asian vehicles.
Although domestic car manufacturers have already made significant progress in e-mobility, they are facing intense cut-throat competition. Some Asian manufacturers receive high government subsidies, which enables them to pursue an aggressive pricing policy. They also benefit from a highly developed supply chain for batteries and other key components, which facilitates the rapid scaling of their production capacities. As a result, large quantities can be exported and offered at favorable prices in Europe. This could lead to a loss of market share for domestic car manufacturers. This situation is exacerbated by declining sales figures for European car manufacturers in China.
However, alongside the threats posed by Asian manufacturers, there are also opportunities for the domestic automotive industry. Increasing competitive pressure promotes innovation and leads to pressure to optimize. Asian manufacturers are far superior, particularly in terms of speed and price, which is why the optimization of cost, process and organizational structures is unavoidable.
In addition, collaboration with Asian manufacturers could strengthen the company’s own market position through joint ventures and cooperations. Last but not least, there is also the possibility of using targeted product positioning to raise quality awareness for European vehicles.
Overall, the market entry of Asian manufacturers shows that the European automotive industry is facing a major competitive threat, but also opportunities for long-term success.
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