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2023 | Buch

Chinese Electric Vehicle Trailblazers

Navigating the Future of Car Manufacturing

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Über dieses Buch

From business models to unique selling propositions, from product offerings to sales, marketing and pricing strategies, this book reveals what sets Chinese electric car manufacturers apart from their Western counterparts.

Chinese automakers are gradually establishing themselves as the new trendsetters in the automotive industry as they make technological advances in various fields, especially in electric vehicles. As more of them look overseas for opportunities, especially in the European market, it is time for the local players to better understand who they are up against and take steps to keep up with the rapid growth of their Far Eastern competitors. Based on Simon-Kucher’s project experience, this book shows what is going on behind the Great Wall, informs readers about the latest technological trends and advances in China, and offers suggestions on what Chinese newcomers should bring with them when they come to town.

Sharing valuable insights for all readers with an interest in the electric vehicle (EV) industry, this book will be particularly relevant for managers and decision-makers at Western OEMs, suppliers, and other relevant players in the automotive industry.

Inhaltsverzeichnis

Frontmatter
1. Chinese EV Players: From Followers to Trailblazers
Abstract
China’s rise as an economic superpower and its steely determination related to electrification has propelled it to the forefront of the automotive industry, where it is now ready to challenge the existing leaders. This is the story of Chinese electric vehicle (EV) trailblazers and how they will shape the future of mobility.
Jan Y. Yang, Yunyi Gu, Zi Ling Tan
2. The History of the Chinese EV Industry
Abstract
Numerous factors have contributed to China’s rise in the EV industry. The Chinese government is one such factor, as it was the first in the world to recognize the potential of EVs and outline several policies that would encourage adoption and expedite the growth of domestic players. To this day, the national government continues to support the EV industry by laying out blueprints and policies that aim to boost the growth of the EV industry until it is no longer reliant on subsidies.
Jan Y. Yang, Yunyi Gu, Zi Ling Tan
3. An Overview of the EV Stakeholders in China
Abstract
As the EV industry continues to grow at an exorbitant pace, the number of stakeholders looking to join the competition has also increased remarkably. Once content to wait on the sidelines, they are now all eyeing a slice of the increasingly large pie. Nowadays, a car is much more than just a means of transportation; it has hundreds of components with much more advanced technology than ever before spanning several industries. As the definition of what a car is becomes increasingly blurred, so do the lines between the different stakeholders. Nevertheless, it is practical to divide the different stakeholders in the EV industry into three categories: automakers, automotive suppliers, and mobility providers.
Jan Y. Yang, Yunyi Gu, Zi Ling Tan
4. Electrification: Routes to the Future
Abstract
The blossoming of the EV industry is also presenting a new set of challenges related to powering the cars themselves. There are two key factors in how an electric vehicle operates—the battery and the charging infrastructure. For the EV industry to prosper, both the battery and the charging infrastructure have to advance in tandem. China seems to be well ahead of other countries in this respect. This chapter will further explore how China is moving forward and overcoming obstacles that have been prevalent in the EV industry for years.
Jan Y. Yang, Yunyi Gu, Zi Ling Tan
5. Smartification: The Holy Grail of EV
Abstract
As technologies in areas such as mobile networks and semiconductors continue to advance daily, the possibilities for development are endless. This applies in particular to China, the country with the largest population and the second largest gross domestic product (GDP) in the world. As a population that has seen more change and growth than any other in the past few decades, Chinese people have developed an openness to new innovations. This factor, alongside the Chinese government’s constant promotion of research and development, has made China one of the most innovative countries in the world.
Jan Y. Yang, Yunyi Gu, Zi Ling Tan
6. Chinese Route to Market
Abstract
Though it may seem like a cliché, it is undeniably true that many things in China work differently compared to the rest of the world. This includes how people receive information and news, interact with brands, and pay for products. Marketing and sales strategies that work in the Western world will not necessarily have the same success in China, and the reverse applies as well. This chapter will explore several marketing and sales strategies that work or have worked exceptionally well in China.
Jan Y. Yang, Yunyi Gu, Zi Ling Tan
7. Avoiding the Innovation Curse
Abstract
It is a sad reality that most innovations fail. Many companies do a poor job of integrating customer value and pricing policies into their innovation process, meaning that their new products often do not fulfill profit targets. Pricing is and always has been the biggest profit driver, and the results of the Simon-Kucher Global Pricing Study consistently highlight the price wars many companies experience. While the number of companies reporting increased price pressure has dropped over the years, the majority are still experiencing the effects.
Jan Y. Yang, Yunyi Gu, Zi Ling Tan
8. On the March to Globalia
Abstract
Expanding globally has always been one of the biggest challenges that Chinese companies face. To date, there are very few Chinese companies that succeed in both domestic and international markets. For every successful expansion overseas, there are many others that fail. One reason for this lack of success can be attributed to governmental regulations, but another is these companies’ inability to adapt their sales and marketing strategies to international markets. As Chinese automakers set their sights on international markets, they too will have to adapt their strategies. It will be essential for them to know their brand reputation and positioning and play to their strengths, all while understanding their target market and demographic.
Jan Y. Yang, Yunyi Gu, Zi Ling Tan
9. Roadblocks to Success
Abstract
ICE vehicles have been around for over a century now, and even though governments are encouraging the purchase of EVs, how soon EVs become the norm is ultimately the decision of the general public. While the EV industry is growing rapidly and shaping the future of mobility, there are still challenges that will hinder the widespread adoption of EVs. These obstacles include depreciation of EVs and the increasing costs of raw materials. Chinese automakers face a further set of challenges as they try to become the market leader, such as the differences in governmental regulations around the world and increasing competition within the EV industry.
Jan Y. Yang, Yunyi Gu, Zi Ling Tan
10. What the Future Has in Store
Abstract
One thing is for sure—the future looks rosy for the EV industry. Driven by climate change, improving technology, and rising fuel costs, the adoption of EVs is accelerating across the world. EV sales more than doubled in 2021, and the global market share of EVs is increasing rapidly. While Tesla still retains the lead in the BEV category, Chinese automakers have overtaken Tesla in overall EV sales, with BYD leading the charge. The era of ICE vehicles is coming to a close. In the era of electric vehicles, Chinese automakers have established themselves as the trailblazers of the automotive industry, and it is only a matter of time before the rest of the world starts to take notice.
Jan Y. Yang, Yunyi Gu, Zi Ling Tan
Backmatter
Metadaten
Titel
Chinese Electric Vehicle Trailblazers
verfasst von
Jan Y. Yang
Yunyi Gu
Zi Ling Tan
Copyright-Jahr
2023
Electronic ISBN
978-3-031-25145-0
Print ISBN
978-3-031-25144-3
DOI
https://doi.org/10.1007/978-3-031-25145-0

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