麦肯锡：新能源新成员扰乱欧洲汽车市场（2023）（英文版）（15页）.pdf

1、Automotive&Assembly PracticeNew EV entrants disrupt Europes automotive marketAsian EV players are entering Europe at high speed,with widely different strategiesand consumers are interested.December 2022 Getty Imagesby Niels Dau,Thomas Furcher,Philipp Maximilian Lhr,and Anna-Sophie SmithIts all over

2、the news:new Asian electric-vehicle(EV)OEMs are entering the European market in unprecedented numbers.Many have already established footholds in European countries and are planning their expansion(for example,NIO had already hired more than 700 employees in Europe in September 2022).Others intend to

3、 enter soonGeely announced it will start selling with its brand Zeekr in 2023 and NETA(owned by Hozon Group)has announced that a European market entry is on the horizon.In this article,we explore which go-to-market(GTM)strategies these new entrants are deploying and discuss what they should consider

4、 when serving European customers.We also look at the consequences for incumbent players.Asian EV players position themselves differently in the sales ecosystem In the last two years,more than ten new entrants have started sales in Europe.And while current sales figures remain low(largely between 100

5、 and 2,000 cars per brand per year),the ambitions of these players are high.For example,BYD announced a deal with a market-leading rental company to provide them with 100,000 cars through 2028 in Europe,and Xpeng reportedly aims to sell 100,000 vehicles in Europe in 2023.There are also signs that Eu

6、ropean customers will accept these new car brands.Our customer research shows,for example,that almost two-thirds of European customers are interested in buying an entirely new brand when moving to an EV,including so-called“disruptor”brands.The Asian brands that customers most frequently mention when