Written by Shen Chengpeng.
Produced by a friend of the car Daguan sent a message, and when I opened it, I almost dropped my jaw.
Germany's Volkswagen filed a lawsuit in a Hamburg court against a car dealer named Gregory Brudney for the destruction of 22 ID. imported from Volkswagen in Shanghai, China6x electric cars and take 1 per car50,000 euros for destruction.
The first reaction is that the old hen pecks at the eggs she hatches, and her father beats her son, why is this?
After a closer look at the following, I understand that the cars produced by Volkswagen in China are too cheap, so cheap that after adding freight and tariffs, German consumers can still "buy Audi with Alto's **".
The seriousness of this matter is here: the price advantage of Chinese Volkswagen has broken through the bottom line of German Volkswagen, and in the long run, it is also possible for the price advantage of Chinese cars to break through the bottom line of German and even European cars. What's more, China's Volkswagen and China's own brand electric vehicles also have the advantage of Wumart (China's Volkswagen's ID has a performance advantage over Germany's Volkswagen's ID, and China's own brand electric vehicles have a performance advantage over China's Volkswagen ID).
The 22 cars are inconspicuous, but if they are put into Germany with one eye closed, they may be expanded to 220,000 or 2.2 million vehicles, forming a situation in which the son rebels against Lao Tzu and turns Lao Tzu into the sky. Preventing micro means gradually strangling the future in the cradle, and the German Volkswagen's parent-child lore is also a bitter plan as a last resort.
What is the warning for Chinese cars going global?
Using low-price strategies, especially ultra-low-price strategies, to hit the European market is a dead end!
On October 4 last year, the European Commission issued an announcement announcing the launch of a countervailing investigation into China's electric vehicles, including new battery electric vehicles with a single multi-motor of 9 seats or less produced in China.
The European Commission said it had sufficient evidence that Chinese producers of the products under investigation benefited from a number of subsidies.
The European Commission also said that the number and market share of subsidized imported electric vehicles in the EU market have increased "significantly", and that imports are likely to increase significantly in the future.
Subsequently, the European Commission selected BYD, SAIC and Geely as the final targets of the survey, while Tesla and Volkswagen, which have larger sales in Europe, were unfortunately defeated.
Germany's Volkswagen's explanation for the low production of Volkswagen cars in China is: First, the Chinese market has a production cost advantage. Second, all the best merchants of the ID series are from China, and the shorter transportation distance and lower transportation cost make the selling price lower. Third, the war of competitors such as Tesla and BYD has also had an impact on China's Volkswagen's automobiles. The reason for the low number of Chinese cars is not attributed to China's subsidies, and the German Volkswagen is much more objective and generous than the European Commission.
The EU's anti-subsidy investigation into China's electric vehicles was promoted by France, another major car manufacturing country in Europe, when Germany** and German Volkswagen also came forward to oppose it, but now they want to put a mere 22 cars produced by their joint venture with China to death, what a huge contrast!
The Hamburg court in Germany seized the 22 cars and demanded that Brudney bear the regulatory fee of 800 euros per car per month, even though Brudney issued the customs declaration, tariffs, EU access test report and other formalities for the vehicles, as well as the documents authorized by Volkswagen to allow the export of Chinese-made Volkswagen cars in that year. This tendency also shows that the Court is highly aligned with the interests of Volkswagen, Renault and the EU.
In a new piece of evidence, on January 24, the European Commission announced that it had approved a new joint venture between Mercedes-Benz (China) and BMW Brilliance, on the grounds that "the transaction will not raise competition concerns given the limited impact on the European Economic Area". The approval of German joint ventures in China, but the review of their impact on the European market, shows that the EU has long been wary of Chinese car exports to Europe.
On the other hand, the competitiveness of China's automobiles has made the world feel threatened. At Tesla's earnings conference held on January 25, Elon Musk commented on Chinese car companies: They are the most competitive in the world, and if they don't build barriers, they will almost kill most of the world's car companies. Even the "catfish" that has upset the world's automobile industry has such a "high" evaluation of Chinese car companies, and the difficulty of Chinese cars going out can be predicted.
It should become the consensus of developed countries such as China's automobile exports to Europe and other developed countries that it cannot fight foreign wars (including the volume between Chinese enterprises and foreign enterprises, as well as between Chinese enterprises and Chinese enterprises). We must learn to fight the value war, the brand war, and the protracted war, and we must be confident that we will eventually be able to sell the car to them at a price equal to or even higher than theirs with European companies.
We must be prepared to break through the barriers set up by others. In addition to the simple export of complete vehicles, car companies and key parts enterprises should accelerate their overseas production and overseas sales as soon as possible; Actively explore new models such as overseas equity cooperation and overseas channel cooperation; Sino-foreign joint ventures should also work together to open up a win-win road; Export products should move from the low-end to the high-end, and they should be on par with the German Volkswagen and BBA.
* We should increase support for automobile exports, increase the publicity and implementation of export destination information, policies, laws and regulations, increase services for overseas enterprises in terms of finance and insurance, and increase support for overseas factory construction, marketing and brand building. At the appropriate time, it is necessary to cancel export subsidies, cancel export tax rebates, impose additional adjustment taxes, and impose export tariffs as we do for steel exports, so as to force car companies to give up the crutch of low-price competition as soon as possible.
For any country, automobiles are an important pillar industry, which can not only generate considerable taxes and fees, but also drive a huge industrial chain and absorb a large number of employed people. Whoever impacts the interests of this industry and carves up the cake of this market will be ruthlessly and unreasonably obstructed and attacked at the national and even regional economic levels.
China's new energy vehicles started early, with high technological maturity, electrification and intelligent advantages, but international auto giants have been catching up, and the window period is only a few years. In 2022, China's automobile exports will surpass Germany to rank second in the world, but in terms of export value, it will rank fifth in the world after Mexico, indicating that our **strategy is still the main**.
With last year's automobile exports to the top of the championship, Europe and the United States and other countries have to do everything possible to set up export obstacles for us, and their car companies will also follow the wind to make the rudder fuel.