Fireside Chat with Europe & US Auto Analyst

Research evidence excerpt

Fireside Chat with Europe & US Auto Analyst

arket, TMPV IN: JLR Investor Day Takeaways

but also in Europe. Share of Chinese brands in European passenger vehicle (PV) market

reached 9% in May and 20% in new energy vehicles (Report). Chery's Jaecoo J7 was the third

best-selling model in the UK in 1HCY26. Despite design similarities between the Jaecoo J7 and

certain JLR vehicles, JLR’s share in the UK market has remained largely intact. This indicates

that Chinese OEMs are still competing predominantly for mass-market volumes rather than

directly displacing luxury incumbents, although it appears price pressures are emerging even

in the luxury segment. Retaining residual value remains a key challenge for Chinese OEMs.

Everyone chasing the US: As Chinese competition intensifies in China and Europe, the US is

emerging as the key focus for European OEMs, supported by limited Chinese presence and

a large affluent customer base. BMW, Mercedes, Porsche and JLR are all increasing their

focus on the market. However, as more European brands converge on the US, gaining share

for JLR could become increasingly difficult. India remains relatively insulated from Chinese

competition, but, barring Renault, has attracted limited attention from European OEMs given

its smaller profit pool and premium segment.

Brand vs product novelty: The rise of new-age automakers and shifting consumer

preferences, especially in China, are accelerating the move from brand loyalty to product

novelty and technology. As per a McKinsey article, Chinese new EV-focused automakers

now develop vehicles in ~24 months — roughly twice as fast as conventional OEMs. This

shifting market dynamic poses a risk for incumbents that decades of brand-building may offer