A few days ago, the first batch of 328 SAIC MAXUS e DELIVER 3 models (the overseas version of the pure electric intelligent logistics vehicle EV30) officially set sail for Norway at the Shanghai Haitong International Automobile Terminal. Prior to this, new energy vehicle products from auto companies such as BYD, AIWAYS, and Henan Suda have also been sent to Europe one after another.

"Europe, as the birthplace of automobiles and the vane of the international market, has always adhered to strict product access standards. The export of domestic new energy vehicles to EU countries means that the product quality has been recognized by developed countries." AIWAYS Overseas The relevant person in charge of the business department said.

Own brands are eyeing the European market

“Norwegian small and micro private business owners are the main buyers of MAXUS e DELIVER 3 models, and their response to them after the test drive is very good. They believe that this model can accurately meet the needs of enterprises for logistics, transportation, and delivery of goods, and It provides an advanced technological experience and is eagerly looking forward to putting the car into use as soon as possible.” Espen Kristoffersen, Director of New Energy Commercial Vehicles, Norwegian RSA Automobile Import and Distribution Group, said that Norwegian test drive users reported that the good quality of this car also made them feel positive about “China The impression of "manufacturing" has changed.

It is understood that SAIC MAXUS e DELIVER 3 models have already received orders for more than 1,000 vehicles in Norway. "There are many auto companies in Europe, and it is difficult for domestic new energy vehicles to enter the European market. Therefore, SAIC MAXUS is a better strategy to enter the market by segmentation." Zhang Jianping, Director of the Regional Economic Cooperation Center, Research Institute of the Ministry of Commerce The analysis believes that at the same time, this may be related to SAIC’s previous successful acquisition of the British Rover Motor Company to provide relevant support. So far, SAIC still maintains a R&D team of more than 300 people in Europe. They are very familiar with the European market’s product performance and technology. Needs, and consumer preferences and other factors.

Just five days before the aforementioned products of SAIC Maxus left the shore, 53 Ai Chi U5 European pure electric vehicles with a total value of 9.8 million yuan also departed from Shanghai Waigaoqiao Port and set off for Corsica, France. This is the first batch of pure electric vehicles exported to Europe by AIWAYS after exporting to South Korea, with 500 orders.

Although it is a new enterprise, AIWAYS has always maintained high standards for product quality. The Shangrao Super Smart Factory, where it was born, adopts a complete set of German standard systems and runs through product development, production, and life cycle quality control. In addition, before entering Europe, the European version of AIWAYS U5 has a special move, along the "Silk Road", the historical passage of cultural exchanges between the East and the West, traveling 15022 kilometers from Xi'an to Europe, completing the long-distance endurance test.

For BYD, its electric buses have already landed in the European market. This year, after BYD Tang EV appeared in Norway, BYD Han EV will also be exported to Europe, especially BYD Han equipped with BYD blade batteries for the first time, which has also become a highlight.

The European car market has always had strict barriers to entry. Chen Jingyue, executive vice president of the China-Europe Association for Economic and Technical Cooperation, said that the successful export of domestically produced new energy vehicles to Europe is not only a business card for European users to show "China's smart manufacturing", but also the economic and trade exchanges and cooperation between China and Europe. Not blocked by the epidemic.

Why is it easier to export to Europe than fuel vehicles

In the face of independent new energy vehicles scrambling to force the European market, the industry is also reflecting on why fuel vehicles could hardly land in the European market before, and new energy vehicles have repeatedly performed well?

"For so many years, domestic auto companies still have not fully mastered the core technology of fuel vehicles." Du Fangci, consultant of China Association of Automobile Manufacturers, told the reporter of "China Automobile News" that there are many established European auto companies with obvious technical advantages in fuel vehicles and industrial accumulation. Strong, there are many gaps between domestic companies, and European automotive product standards, certifications, and regulations are relatively sound. In the past, domestically produced fuel vehicle products were difficult to enter the European market.

The industry believes that after entering the era of great development of new energy vehicles, Chinese independent brand enterprises have the opportunity to enter the European market. "The domestic start of new energy vehicles is not too late, and there are even some leading technologies in the pure electric field, while the pure electric vehicle technology and market in Europe are not yet mature, which brings opportunities for independent brands." Ministry of Commerce Bai Ming, deputy director of the Institute of International Market Research, said. Analyzing the reasons why self-owned brand new energy vehicles are easier to enter the European market than fuel vehicles, Bai Ming believes that first, Europe has environmental protection policy needs, and many countries have introduced a timetable for “burning ban” to vigorously support the development of new energy vehicles; It is the direction that European car companies have been working hard to reduce fuel vehicle emissions and hybrid vehicles. Pure electric technology has not yet been launched on the market on a large scale; third, European environmental protection concepts are more popular, and the public’s acceptance of new energy vehicles and consumption concepts , Tolerant attitude has also brought huge market space for the consumption of new energy vehicles. At the same time, due to the impact of the epidemic, the electrification process of many European car companies has been blocked or forced to delay, which has brought a rare window period for the entry of new energy vehicles of independent brands into Europe.

In fact, the starting point of domestic new energy vehicles is relatively high. Many new technologies such as intelligent network connection and assisted autonomous driving appear in most new energy vehicle products. In April this year, Henan Suda's first batch of 200 pure electric cars were shipped from Tianjin Port to Germany by sea. The first batch of exported Suda SA01BC pure electric vehicles are equipped with an intelligent interconnection system that supports human-machine voice interaction, remote control, and rich online entertainment functions, which is full of technology.

"In the field of new energy vehicles, China currently has a relatively small gap with developed countries in terms of technical equipment level, power battery technology and manufacturing capabilities, and supporting supply capabilities for upstream and downstream related industries, and the initial'time difference' is not large." Zhang Jianping believes that it is not easy for independent brand new energy vehicles to meet the strict European standards and pass the relevant high-level European certifications.

It is true that my country's new energy vehicle products exported to Europe have complete procedures in these aspects, otherwise they will not be able to enter the European market at all. Among them, each export product of SAIC Maxus has been developed to meet the stringent standards of developed countries in Europe, America and Japan. It has not only realized the Euro VI technical reserve and the world's leading new energy technology, but also the design and manufacturing concept of new energy vehicles. It is also built with international standards and quality. Its models have passed the Australian ADR certification, EU ECE certification, WVTA certification, Gulf GCC certification and other international high-standard certifications.

"In fact, the shift of the export focus of new energy vehicles by Chinese enterprises to Europe is also related to the significant increase in the uncertainty of international trade risks in the US market." Du Fangci believes. In addition, the rapid development of new energy vehicles in Japan and South Korea, while Japan is ahead of my country's auto companies in hybrid and hydrogen fuel cell vehicles, has also made Chinese companies pay more attention to the European market.

"Going out" still needs "memorandum"

According to data from the China Association of Automobile Manufacturers, in 2019, my country's automobile exports fell by about 5% year-on-year, while new energy vehicles were thriving. The export of pure electric manned vehicles was 254,000, an increase of 73.1% year-on-year.

Nevertheless, there are still many issues that need attention in the export of new energy vehicles. In Zhang Jianping’s view, the first is to win consumer recognition and good reputation for Chinese technology, Chinese brands, product quality, and after-sales service in market segments. This can also create a good reputation for more new energy vehicles to enter the European market. Conditions and paths; second, domestic companies must study the European market and develop suitable products for the needs of target countries, including niche products in market segments, and it is not impossible to gain a firm foothold; third, they must do a good job of products Quality control and after-sales service. Because European consumers have relatively high quality requirements and are accustomed to such high standards and strict requirements of the European Union, it is difficult to accept quality defects. After-sales service must be in line with the service level of developed countries to achieve long-term success. Continue to expand the European market.

In fact, in the traditional fuel vehicle market, it is necessary to compete head-to-head with multinational auto companies such as Volkswagen and Toyota. Domestic independent brands are currently lacking in strength and layout. However, new energy vehicles are used as a breakthrough to open the "going out" market from the European market. "The door may be able to achieve a new breakthrough. At present, in addition to the aforementioned companies and brands, Geely Lynk & Co and Great Wall WEY are also trying to leverage the European new energy vehicle market.

"Domestic car companies should adapt to local conditions when exporting to Europe." Bai Ming believes that first, domestic car companies exporting to Europe should focus on the development of corresponding technologies and models based on the environmental protection policies of the destination country, instead of just relying on one model to "travel the world." "; The second is to pay attention to the construction of infrastructure such as charging facilities to provide users with good services; the third is to be familiar with the car habits and preferences of European users, and to innovate in after-sales services to meet local needs.

The feedback from domestic export car companies also reminded the follow-up of new energy car products to enter the European market: certification and accreditation are relatively strict; European standards are extremely stringent in terms of materials and environmental performance; domestic car companies’ products are basically They all rely on European dealers. Many European dealers have no previous sales experience of new energy vehicles, so they are not familiar with parts maintenance, especially battery maintenance. These are worth noting.

In addition, Zhang Jianping reminded companies: “Domestic companies export products to Europe and must attach great importance to product-related intellectual property issues, because there are many new technologies in new energy vehicles and very complicated, and Europe is a region that implements strict intellectual property protection. The penalties for infringement of intellectual property rights are also very strong.” He believes that in such a highly sensitive field, whether it is a complete vehicle, parts, or exterior design, it is necessary to pay attention to avoiding intellectual property disputes, do your homework, and abide by the rules. , In order to achieve good development.

"The integration of China's auto industry into the world is the general trend, which requires the domestic auto industry to become bigger and stronger in an all-round way. With increasingly fierce technological competition and rapid industrial change, there is not much time left for domestic enterprises to break through. Whether it is in the field of new energy vehicles or fuel vehicles, it is necessary to accelerate the mastery of core technologies, achieve innovation and leadership, and work towards the goal of becoming a powerful automobile nation.” Du Fangci believes that this will consolidate the foundation for integration into the global market.