 |
Otomotifweb.com - The Chinese automotive industry has undergone a revolution over the past decade, transitioning from producing Western car replicas to manufacturing vehicles that rival the best in the world.
As the largest manufacturer globally, China also produces these cars in massive quantities.
However, according to CNA, Chinese cars are struggling to find buyers in Europe. Imported cars, predominantly Chinese electric vehicles, are piling up in European ports.
Some of these vehicles spend up to 18 months in port parking lots as manufacturers face difficulties getting them into consumers' driveways.
Despite the fact that the quality of these cars matches or even exceeds that of well-known European brands, entering an established market as a challenger is a complex operation.
Chinese manufacturers must contend with buyer concerns, a lack of brand image, trade protectionism, and rapid obsolescence. China's automotive expansion strategy mirrors the approach taken by Japan in the 1960s and 70s.
At that time, Japanese products were praised but lacked the sophistication, design, and longevity of Western products.
Japanese cars were considered noisy, underpowered, prone to rust, and very generic compared to the stylish European designs.
However, by continuously focusing on reliable, relatively inexpensive, and increasingly stylish products, Japan slowly transformed into an automotive powerhouse in the 1990s and 2000s.
China is viewed with suspicion by many in the West, and the country's car manufacturers are hindered by the perception that they produce copied and illegal replicas of European cars.
Nonetheless, by learning from Japan's experience, Chinese cars might rapidly advance to match and surpass existing alternatives.(*)