Chinas Electric Cars Are the New Rivals in Europes Showrooms中国电动汽车跻身欧洲汽车展销厅

1、PAGE PAGE - 11 -ChinasElectricCarsAretheNewRivalsinEuropesShowrooms中国电动汽车跻身欧洲汽车展销厅杰克尤因魏再冉Bysellingbattery-poweredS.U.V.sandluxurysedansinplaceslikeGermanyandNorway，Chinaisstrivingtobecomeaforceintheglobalautoindustry.中國在德国、挪威等地销售电动SUV和豪华轿车，力争成为全球汽车行业的生力军。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过分考究的英国跑车的代名词。如今这个标志性八角徽章形车标承载着另一种车业雄心：中国正在努力成为全球汽车市场的大玩家。中国四大汽车制造商之一的上汽集团于2022年收购了名爵品牌，并将其运用到在德国等欧洲市场销售的一系列电动SUV上。中国汽车制造商正在利用向电动汽车转

25、变的时机，挑战长期主导汽车行业的美国、欧洲和日本汽车制造商，名爵就是其中一个例子。中国汽车制造商迈入欧洲市场时，正值电动汽车人气飙升，电动汽车占据西欧新车销量的近10%，消费者在疫情期间储蓄增加，有了购车意愿。与此同时，由于微处理器短缺，汽车制造商正在削减产量。名爵已经在16个欧洲国家拥有350家经销商，而且规模仍在扩大。另外两家中国汽车制造商蔚来汽车和比亚迪正通过挪威进军欧洲。挪威是全球电气化程度最高的大型汽车市场。总部位于上海的蔚来汽车2022年9月底在奥斯陆开设了一家经销店，这是该公司在中国以外的首家经销店。总部位于深圳的比亚迪同年8月向第一位挪威客户交付了一款名为“唐”的电动SUV。另

26、一家中国汽车制造商长城汽车宣布，计划明年开始在欧洲销售一款电池驱动的紧凑型汽车和一款油电混合动力SUV。极星汽车总部位于瑞典，但隶属于中国的吉利控股集团。自2022年以来，该公司一直在欧洲和美国销售中国制造的电池驱动车型。行驶在欧洲公路上的许多特斯拉都是从该公司在上海的工厂进口的。大众汽车、梅赛德斯-奔驰和通用汽车等外国汽车制造商在中国销售了成百上千万辆汽车，所以中国汽车制造商踏足他们的地盘时，他们也无从抱怨。尽管中国是世界上最大的汽车市场，但中国品牌汽车在国际市场只占很小份额。中国汽车制造商还把目光投向了美国，尽管到目前为止他们的影响微乎其微。斯洛伐克向美国市场供应的汽车数量超过中国。中国汽

27、车制造商从欧洲公司学到造车技术，现在正与这些公司进行竞争。长期以来，中国政府一直要求外国汽车制造商与国内公司合资经营并分享技术。名爵的所有者上汽集团自1984年以来一直是大众汽车在中国的合作伙伴。现在，名爵正进军大众汽车的核心市场。名爵正在为其ZS车型做广告，这是一款紧凑型电动SUV，起价30420欧元，约合35400美元。若把政府对电动汽车的奖励补贴包括在内，购买这款车只需约24000欧元，比大众最便宜的紧凑型电动SUV，即ID.4，便宜4000欧元。“副主厨要开自己的餐厅啦。”柏林跟踪欧洲电动汽车市场的分析师马蒂亚斯施密特说。在一份声明中，名爵表示与大众的合作仍然保持着“双赢的战略伙伴关系

28、”。对于外国汽车制造商来说，欧洲市场很难打入，这一点众所周知。福特汽车仅占欧盟市场的4%，丰田的主体业务在世界其他地区。中国汽车制造商早前数次尝试打入欧洲市场，但均以失败告终。2022年，中国初创品牌观致宣布了在欧洲建立经销商网络的计划，但只开设了一家。这次的时机可能更好。自2022年以来，尽管整体市场低迷，但电动汽车（中国现在非常重视相关技术）在欧洲的销量已经翻了一番。施密特表示，截至2022年8月，西欧售出的新车中约有9%（64.4万辆）是电池驱动的。包括插电式混合动力汽车在内，电动汽车的份额达到18%。德国斯图加特北部的一位经销商朱利安埃姆里希表示，廉价电动汽车已经供不应求。“很多人都感

29、兴趣，但没货，至少以原价是买不到的。”埃姆里希说。当名爵销售代表给他发邮件问他是否想成为经销商时，埃姆里希说：“这正是我一直在等待的。”与大多数传统汽车制造商不同，名爵不要求他预先购买汽车。名爵提供汽车，经销商销售一辆汽车就获得一份佣金。目前尚不清楚挑剔的欧洲买家是否会购买中国汽车。当名爵销售代表开着名爵汽车来到伦佩尔-斯塔克（福特在德国巴伐利亚州北部的一家经销商）洽谈销售这个中国品牌时，总经理巴斯蒂安斯塔克遲疑了。他让这位销售代表把开来的汽车的钥匙给他。3B86AB7F-2AE9-42A2-8552-9231C4FC578D伦佩尔-斯塔克的机械师彻底查看了那辆名爵汽车，结果他们竖起了大拇指。“他们说这款车很好。”斯塔克说。他指出，名爵配件来自博世、法雷