China’s largest electric vehicle manufacturer, BYD, is facing significant challenges in Germany. Sales have fallen far short of expectations, and there has been considerable conflict with their importer. In an effort to navigate smoother waters, several changes are now being implemented.
China’s auto industry is experiencing massive growth, primarily driven by the rise of electric vehicles, making it a formidable competitor to established car manufacturers from Germany, the EU, Korea, Japan, and the USA. However, the initial attempts by Chinese manufacturers to enter the European market have largely failed. Brands like Landwind, Brilliance, and Borgward quickly vanished from the scene.
Chinese Manufacturers: BYD Struggles, MG Finds Growing Success
In recent years, major companies like MG and BYD have launched renewed efforts to establish themselves in Europe, with mixed results so far. The only Chinese brand that has managed to achieve significant sales figures in Germany is MG, which sold nearly 16,000 vehicles between January and July 2024, with around 80% of those being electric vehicles. In contrast, BYD registered only 1,432 units in the same period, and some of those may have been dealer registrations.
