Chinas Electric Cars Are the New Rivals in Europes Showrooms中國電動汽車躋身歐洲汽車展銷廳

1、PAGE PAGE - 11 -ChinasElectricCarsAretheNewRivalsinEuropesShowrooms中國電動汽車躋身歐洲汽車展銷廳杰克尤因魏再冉Bysellingbattery-poweredS.U.V.sandluxurysedansinplaceslikeGermanyandNorway，Chinaisstrivingtobecomeaforceintheglobalautoindustry.中國在德國、挪威等地銷售電動SUV和豪華轎車，力爭成為全球汽車行業(yè)的生力軍。ThenameMGusedtobesynonymouswithspiritedbutfin

2、ickysportscarfromBritain.Nowadaystheiconicoctagonalbadgeservesadifferentkindofmotoringambition：Chinaspushtobecomeabigplayerintheglobalautomarket.SAICMotor，oneofChinasBigFourautomakers，boughttheMGbrandin2022andisstampingitonalineofelectricsportutilityvehiclesonsaleinGermanyandotherEuropeanmarkets.MGi

3、sanexampleofhowChinesecarmakersareexploitingtheshifttoelectriccarstochallengetheAmerican，EuropeanandJapanesecarmakersthathavelongdominatedtheindustry.TheChineseautomakersarearrivingaselectriccarssurgeinpopularity，accountingforalmosttenpercentofnewcarsalesinWesternEurope，andconsumersareinamoodtobuy，w

4、ithsavingsbuiltupduringthepandemic.Atthesametime，carmanufacturersarecuttingbackproductionbecauseofshortagesofmicro-processors.MGalreadyhas350dealersin16Europeancountriesandisstillexpanding.TwootherChineseautomakers，NioandBYD，aremovingintoEuropebywayofNorway，theworldsmostelectrifiedlargecarmarket.Nio

5、，basedinShanghai，openedadealershipinOsloattheendofSeptember，2022，thecompanysfirstoutletoutsideChina.BYD，basedinShenzhen，deliveredanelectricS.U.V.calledtheTang，tothefirstNorwegiancustomerinAugustthesameyear.GreatWallMotor，anotherChinesemanufacturer，hasannouncedplanstostartsellingabattery-poweredcompa

6、ctandahybridS.U.V.inEuropenextyear.Polestar，whichisbasedinSwedenbutbelongstoGeelyHoldingofChina，hasbeensellingaChinese-madebattery-poweredmodelinEuropeandtheUnitedStatessince2022.AndmanyoftheTeslasonEuropeanroadswereimportedfromthecompanysfactoryinShanghai.ForeignautomakerslikeVolkswagen，Mercedes-Be

7、nzorGeneralMotorssellmillionsofcarsinChina，sotheycanhardlycomplainwhenChineseauto-makersencroachontheirturf.EventhoughChinaistheworldslargestcarmarket，itsbrandshaveonlyasliveroftheinternationalmarket.TheChineseautomakersalsohavetheUnitedStatesintheirsights，althoughtheirimpactsofarhasbeenminimal.Slov

8、akiasuppliesmorecarstotheU.S.marketthanChina.3B86AB7F-2AE9-42A2-8552-9231C4FC578DTheChinesecarmakerslearnedthetradefromEuropeancompaniestheyarenowchallenging.TheChinesegovernmenthaslongrequiredforeigncarmakerstooperateviajointventureswithdomesticcompanies，andtoshareknow-how.SAIC，MGsowner，hasbeenVolk

9、swagenspartnerinChinasince1984.NowMGismovingintoVolkswagensheartland.MGisadvertisingitsZS，acompactelectricS.U.V.，atastartingpriceof30，420euros，orabout$35，400.Whengovernmentincentivesforelectricvehiclesareincluded，thecarcanbehadforaround24，000.Thatis4，000lessthantheleastexpensiveversionofVolkswagensc

10、ompactelectricS.U.V.，theID.4.“Thesouschefisopeninghisownrestaurant，”saidMatthiasSchmidt，ananalystinBerlinwhotrackstheEuropeanelectriccarmarket.MGsaidinastatementthatitscooperationwithVolkswagenremaineda“win-winstrategicpartnership.”Europeisanotoriouslydifficultmarketforforeigncarmakers.JustaskFordMo

11、tor，whichhasonly4percentoftheEuropeanUnionmarket，orToyota，whichhasitsheftintherestoftheworld.EarlierattemptsbyChineseautomakerstobreakintoEuropefailed.In2022Qoros，astart-upChinesebrand，announcedplansforanetworkofdealershipsinEuropebutopenedonlyone.Thetimingmaybebetterthistime.Salesofelectriccars，the

12、technologytheChineseareemphasizing，havedoubledsince2022inEuropedespiteaslumpintheoverallmarket.Around9percentofnewcarssoldinWesternEur-opethroughAugust，2022，or644，000vehicles，werebatterypowered，Mr.Schmidtsaid.Includingplug-inhybrids，theshareofelectricvehicleswas18percent.Demandforaffordableelectricv

13、ehicleshasoutstrippedsupply，saidJulianEmrich，adealerinthenorthofStuttgart，Germany.“Alotofpeoplewereinterestedbuttherewerenoproducts，atleastnotproductswithanormalprice，”Mr.Emrichsaid.WhenanMGrepresentativesenthimanemailaskingifhewantedtobecomeadealer，Mr.Emrichsaid，“itwasexactlywhatIwaswaitingfor.”Unl

14、ikemosttraditionalautomakers，MGdidnotrequirehimtobuythevehiclesupfront.MGsuppliesthecarsandthedealersearnacommissionwhentheysellone.UncleariswhetherfussyEuropeanbuyerswillbuyaChinesecar.WhenanMGrepresentativeapproachedRumpel&Stark，aForddealershipinnorthBavaria，aboutsellingtheChinesebrand，thegeneralm

15、anager，BastianStark，wasskeptical.HedemandedthattherephandoverthekeystotheMGhehadarrivedin.3B86AB7F-2AE9-42A2-8552-9231C4FC578DRumpel&StarksmechanicsgavetheMGathoroughgoingover.Theirverdict：thumbsup.“Theysaidthiscarisgood，”Mr.Starksaid，notingthattheMGisequippedwithpartsfromestablishedsupplierlikeBosc

16、h，ValeoandContinental，allofwhichhavelargeoperationsinChina.Rumpel&StarkagreedtoaddMGstoitsshowroomandsoldthreehybridsbeforeevenputtingupasign.Buyerswereattractedbythepriceandtherelativelyshortdeliverytimes.“Ihavenotdoneanymarketingatall，”Mr.Starksaid.TheEuropeanmarketisstarvedforvehiclesbecauseofthe

17、globalsemiconductorshortage.ThewaittimeforanMGhybridisonlyfourweeks，andthreemonthsforanall-electricmodel，“whichisprettymuchOKcomparedtootherbrandsrightnow，”Mr.Starksaid.WaitsformanyEuropeanbrandscanbemuchlonger，especiallyforlower-pricedmodels.CarmakerslikeRenaultareallocatingscarcechipstohigher-endv

18、ehicles，whichgeneratemoreprofit.WhilethemarketmayberipeforChineseelectriccars，thepoliticaltimingmaynotbesoideal.ManyEuropeanleaderssharetheirAmericancounterpartsconcernaboutChinesetradepractices，accusingBeijingofsubsidizingcompaniestogivethemanunfairadvantageininternationalcompetition.TheChinesegove

19、rnmenthasinvestedheavilyinelectricvehicletechnology，helpingtoestablishavastnetworkofsupplierstofeedthemanufacturers.AfternationalelectionsinSeptember，2022，GermanpoliticalleadersarenegotiatingtoformagovernmentthatislikelytoincludetheGreenParty，whichfavorsaharderlineagainstChinathanAngelaMerkel，thedep

20、artingchancellor.MGmaybeparticularlyvulnerabletoconcernsabouttheminglingofgovernmentandcorporateinterestsbecauseitsparentcompany，SAIC，ismajorityownedbythestate.EuropeancarmakersarewatchingtheChineserivalswarily.“Wetakeeverynewplayerextremelyseriously，”MartinDaum，amemberofthemanagementboardoftheautoa

21、ndtruckmakerDaimler，saidinaninterview.“Ontheothersideweareneverafraidofcompetition.”TheGermanAssociationoftheAutomotiveIndustryrepliedtoquestionabouttheChinesecarmakerswithastatementsayingcountriesshouldobserveWorldTradeOrganizationrules，whichforbidgovernmentsubsidiesdesignedtogivecompaniesacompetit

22、iveedge.“Itisimportanttomaintainopenmarketsandalevelplayingfield，”theassociationsaid.3B86AB7F-2AE9-42A2-8552-9231C4FC578DMGsaidit“followsmarket-orientedmechanismsandabidesbyrelevantlawsandregulations.”TheChineseautomakersstylethemselvesasinternationalbrandsanddownplaytheirorigins.MGretainssomeofitsB

23、ritishnessbydesigningcarsinLondon.NiosglobaldesigncenterisinMunich，whilePolestarisbasedinGoteborg，Sweden，nearVolvoCars，whichGeelyalsoowns.ThomasIngenlath，aGermanwhoisPolestarschiefexecutive，saidthatallcarcompaniestriedtoselltheirproductsabroad，andthattherewasnothingunusualaboutwhatChinesecompanieswe

24、redoing.“Itsanabsolutelynormalthing，”Mr.IngenlathsaidattheinternationalcarshowinMunichinSeptember，2022.“Carbrands，wherevertheyarelocated，haveexportbusiness.”名爵品牌曾是活力四射但過分考究的英國跑車的代名詞。如今這個標志性八角徽章形車標承載著另一種車業(yè)雄心：中國正在努力成為全球汽車市場的大玩家。中國四大汽車制造商之一的上汽集團于2022年收購了名爵品牌，并將其運用到在德國等歐洲市場銷售的一系列電動SUV上。中國汽車制造商正在利用向電動汽車轉

25、變的時機，挑戰(zhàn)長期主導汽車行業(yè)的美國、歐洲和日本汽車制造商，名爵就是其中一個例子。中國汽車制造商邁入歐洲市場時，正值電動汽車人氣飆升，電動汽車占據(jù)西歐新車銷量的近10%，消費者在疫情期間儲蓄增加，有了購車意愿。與此同時，由于微處理器短缺，汽車制造商正在削減產(chǎn)量。名爵已經(jīng)在16個歐洲國家擁有350家經(jīng)銷商，而且規(guī)模仍在擴大。另外兩家中國汽車制造商蔚來汽車和比亞迪正通過挪威進軍歐洲。挪威是全球電氣化程度最高的大型汽車市場。總部位于上海的蔚來汽車2022年9月底在奧斯陸開設了一家經(jīng)銷店，這是該公司在中國以外的首家經(jīng)銷店?？偛课挥谏钲诘谋葋喌贤?月向第一位挪威客戶交付了一款名為“唐”的電動SUV。另

26、一家中國汽車制造商長城汽車宣布，計劃明年開始在歐洲銷售一款電池驅動的緊湊型汽車和一款油電混合動力SUV。極星汽車總部位于瑞典，但隸屬于中國的吉利控股集團。自2022年以來，該公司一直在歐洲和美國銷售中國制造的電池驅動車型。行駛在歐洲公路上的許多特斯拉都是從該公司在上海的工廠進口的。大眾汽車、梅賽德斯-奔馳和通用汽車等外國汽車制造商在中國銷售了成百上千萬輛汽車，所以中國汽車制造商踏足他們的地盤時，他們也無從抱怨。盡管中國是世界上最大的汽車市場，但中國品牌汽車在國際市場只占很小份額。中國汽車制造商還把目光投向了美國，盡管到目前為止他們的影響微乎其微。斯洛伐克向美國市場供應的汽車數(shù)量超過中國。中國汽

27、車制造商從歐洲公司學到造車技術，現(xiàn)在正與這些公司進行競爭。長期以來，中國政府一直要求外國汽車制造商與國內(nèi)公司合資經(jīng)營并分享技術。名爵的所有者上汽集團自1984年以來一直是大眾汽車在中國的合作伙伴?，F(xiàn)在，名爵正進軍大眾汽車的核心市場。名爵正在為其ZS車型做廣告，這是一款緊湊型電動SUV，起價30420歐元，約合35400美元。若把政府對電動汽車的獎勵補貼包括在內(nèi)，購買這款車只需約24000歐元，比大眾最便宜的緊湊型電動SUV，即ID.4，便宜4000歐元?！案敝鲝N要開自己的餐廳啦。”柏林跟蹤歐洲電動汽車市場的分析師馬蒂亞斯施密特說。在一份聲明中，名爵表示與大眾的合作仍然保持著“雙贏的戰(zhàn)略伙伴關系

28、”。對于外國汽車制造商來說，歐洲市場很難打入，這一點眾所周知。福特汽車僅占歐盟市場的4%，豐田的主體業(yè)務在世界其他地區(qū)。中國汽車制造商早前數(shù)次嘗試打入歐洲市場，但均以失敗告終。2022年，中國初創(chuàng)品牌觀致宣布了在歐洲建立經(jīng)銷商網(wǎng)絡的計劃，但只開設了一家。這次的時機可能更好。自2022年以來，盡管整體市場低迷，但電動汽車（中國現(xiàn)在非常重視相關技術）在歐洲的銷量已經(jīng)翻了一番。施密特表示，截至2022年8月，西歐售出的新車中約有9%（64.4萬輛）是電池驅動的。包括插電式混合動力汽車在內(nèi)，電動汽車的份額達到18%。德國斯圖加特北部的一位經(jīng)銷商朱利安埃姆里希表示，廉價電動汽車已經(jīng)供不應求?！昂芏嗳硕几?/p>

29、興趣，但沒貨，至少以原價是買不到的?！卑Ｄ防锵Ｕf。當名爵銷售代表給他發(fā)郵件問他是否想成為經(jīng)銷商時，埃姆里希說：“這正是我一直在等待的?！迸c大多數(shù)傳統(tǒng)汽車制造商不同，名爵不要求他預先購買汽車。名爵提供汽車，經(jīng)銷商銷售一輛汽車就獲得一份傭金。目前尚不清楚挑剔的歐洲買家是否會購買中國汽車。當名爵銷售代表開著名爵汽車來到倫佩爾-斯塔克（福特在德國巴伐利亞州北部的一家經(jīng)銷商）洽談銷售這個中國品牌時，總經(jīng)理巴斯蒂安斯塔克遲疑了。他讓這位銷售代表把開來的汽車的鑰匙給他。3B86AB7F-2AE9-42A2-8552-9231C4FC578D倫佩爾-斯塔克的機械師徹底查看了那輛名爵汽車，結果他們豎起了大拇指?！八麄冋f這款車很好?！彼顾苏f。他指出，名爵配件來自博世、法雷