Geely, BYD and Chery have rewritten the script in Europe. Forget seeing them as the low-cost alternative to Dacia. Now they are looking directly into the eyes of BMW, Mercedes, and Audi. They are fleeing the price war in China and seeking higher profitability on the Old Continent. They offer cutting-edge technology, but their challenge is not technical: it is winning the trust of a consumer who values reputation as much as innovation.
Batteries, screens, and connectivity as a calling card 🚗
The strategy is based on offering specifications that match or exceed German competition. BYD bets on its Blade battery and high-efficiency propulsion systems. Geely, through its subsidiary Zeekr, deploys 800-volt platforms with ultra-fast charging. Chery introduces interfaces with artificial intelligence and advanced driving assistants. The hardware is competitive. The problem is that a Mercedes is not sold solely for its engine, but for the prestige it has carried for decades. That cannot be copied in a factory.
Low-cost luxury or how to sell caviar at a flea market 😅
Now it turns out that the same ones who sold us the entry-level car want us to pay as if it were a 7 Series. They have huge screens, massaging seats, and a range that makes you envious. But when you get to the gas station (well, the charger) and your neighbor asks you what brand it is, you will have to explain that no, it is not a Tesla clone, it is a Chinese brand with heritage. And meanwhile, the guy next to you gets into his 2015 BMW and smiles. Credibility is not bought with a touchscreen.