Global Autos Chinese OEMs in Europe: More hurdles, maybe

Research evidence excerpt

Global Autos Chinese OEMs in Europe: More hurdles, maybe

n

manufacturers are in retreat with plants to off–load – while China’s industry is on the march

12-Mar-26 VW wary of Chinese car threat that’s only going to grow. Volkswagen’s electric car fortunes are on Auto Express

the rise but it’s only too aware of the price pressure coming from China to Europe

Source: Media sources as listed

The incumbent OEMs are acutely aware of the Chinese challenge in Europe. After a period

of explaining how they might cope with the challenges they face in the Chinese domestic market

(for the most part this involves imitating the locals via a China-for-China strategy), management

of the major OEMs has changed focus, with most now commenting more specifically on

Chinese cars entering Europe, with fewer European OEMs commenting about domestic China

(perhaps BMW’s recent profit warning is the exception). See The Rise of Chinese OEMs in

Europe, 14 August 2025.

Recent management comments on the threat of Chinese OEMs in Europe

Comments Source Speaker

Ford "We know we’re in a fight for our lives in our industry", Reuters, quoting an interview Jim Farley (Ford CEO)

referencing the "threat posed by cheaper Chinese with the Ford CEO

competition" 9 Dec 2025

Renault "In terms of calling out competition, is it just Chinese? Is it 1Q26 earnings call Duncan Minto (CFO)

other generalist market? I'd say it's broadly across the 23 Apr 2026

whole market"

"Chinese OEMs are welcome in Europe, but they should 4Q25 earnings call François Provost (CEO)

partner with us, they should produce, develop, use our 19 Feb 2026

suppliers, invest in Europe"

"I do not underestimate the strong Chinese push because

I know very well the strength of Chinese industry"

"We know what Chinese competition is and we are ready