VW, Mercedes and BMW and their other brands are facing a gigantic challenge: the switch to electric drive. As if the upheaval of an entire industry weren’t hard enough, there are also tough competition and other problems. Something is brewing for the German figureheads.
BMW and Co. must act: the Chinese do not want German e-cars
The auto industry is in transition. That alone isn’t new to that moving away from the combustion engine has presented manufacturers with one challenge after another for years. What is new, on the other hand, is how far-reaching the young competition, especially in the e-car market, is from the groups that were once firmly in the saddle throws off the concept. Because the traditional German manufacturers in particular are already feeling the consequences.
Some time ago, experts such as Ferdinand Dudenhöffer had expected that the automotive industry would face a few lean years. Now it seems that it is already becoming apparent apply to German manufacturers to a very special degree should. Because in addition to the poor economic prospects and the progressive loss of subsidies for electric cars, they have to deal with other problems.
Probably the most urgent of these is the chinese market. In no other country do BMW, Mercedes and VW, but also Porsche or Audi, for example, sell so many vehicles almost as habitually. At least that was the case for a long time in relation to combustion engines. The situation with electric cars is very different now: Among the foreign brands, VW still has the largest share of the Chinese electric car market at 2.4 percent. All other German manufacturers do not even manage the one percent hurdle.
In a general statistic, the Germans would not even be listed separately, but would disappear collectively in the category “rest” – one Indictment for the German e-car or an expression of completely different priorities between manufacturers and customers. Either way VW and Co. have to act because their business is largely based on profits from China.
The new pride in cars: China is now building at eye level
However, the interest of Chinese customers is currently primarily met by the domestic brands, above all BYD with a market share of 16 percent. Conversely, the Chinese manufacturers are making it to the European markets with more and more models. So they compete with BMW and Co. not only in the Far East, but also right in front of the front door.
The fact that the Chinese brands have no reason to hide was recently confirmed by Peugeot boss Linda Jackson. She is sure: “The cars from the Chinese manufacturers are really good.” For the manufacturers from Europe it is announced to take the competitors seriously.
The Chinese competition is so strong:
No time to rest: German brands are losing their good reputation
At the same time, many German brands also have to sweep their own doors: A US survey recently showed that Mercedes and Co. are not only causing trouble because of the growing competition, but also that your own image of quality, luxury and reliability is crumbling, what “Made in Germany” has stood for for decades.
Mobility – something is happening: E-cars, electric bicycles, e-scooters, a successor to the 9-euro ticket on buses and trains – all of this moves us in two ways. And what has happened in terms of mobility?
Out of 32 brands sold in the US, Audi was only 30th. The others haven’t covered themselves in glory either. As the best German representative, BMW can still save itself in 15th placebut they all lost a lot of feathers in buyer perception.
The German model industry and its figureheads obviously have to come up with something to be able to even come close to picking up on the old heyday – at least not to be fooled by the younger newcomers completely sidelined to become.