2023-10-23 17:46:25
Two unknown Chinese brands are making their foray into the European market with a high-end approach. Nio, in its ambition to compete with Tesla, offers an attractive innovation: a battery exchange system faster than conventional charging. On the other hand, Hiphi, which is already ready to deliver its vehicles to France, is banking on extravagance to sell models exceeding 100,000 euros.
Not all Chinese manufacturers choose to cut prices to conquer the European market. BYD and Great Wall (with the Wey and Ora brands) intentionally opt for competitive pricing, while maintaining a high level of quality. “We emphasize the quality of our products and the customer experience,” said Xianghua Qiao, general manager of Great Wall Motors Europe, at the last Paris Motor Show a year ago. This long-term strategy aims to avoid devaluing the product and the image of the brand through too low prices.
Other brands go even further, as we observed during a report in Munich. After conquering Norway, the electric car paradise, Germany is a priority for Chinese brands in Europe, due to considerations linked to brand image and purchasing power. This trend is clearly evident at Munich Airport, where Nio, founded in 2014, is displaying two of its models for travelers to see near Terminal 2. The large EL7 SUV sits alongside the ET5, a station wagon with a sculptural design.
Source : Challenge.fr
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