观车 · 论势 || 中国汽车“出海”，“扎根”比“捞金”更重要

Core Insights - A Russian influencer's video criticizing Chinese automotive brands highlights issues regarding brand image and after-sales service in the Russian market [1] - Despite a significant increase in market share from under 10% in 2020 to 68% in 2024, many Chinese cars enter Russia through parallel imports and second-hand exports, bypassing official channels [1][2] Group 1: Market Dynamics - The operational model of Chinese automotive brands focuses on high profits from vehicle sales, often neglecting after-sales service and customer support [2] - Russian consumers have expressed dissatisfaction with the quality of Chinese vehicles, which has led to a decline in brand reputation [2][3] Group 2: Policy and Strategic Adjustments - Recent Russian government policies aimed at regulating the market and protecting local automotive industries have resulted in a decline in the market share of Chinese brands after reaching a peak in 2024 [3] - Chinese automotive companies need to adopt a long-term strategy for international expansion, focusing on local market integration and high-quality service [3][4] Group 3: Recommendations for Improvement - To improve brand reputation, Chinese automotive brands should enhance official channel development, establish localized production, and create a comprehensive service ecosystem [4] - Collaborating with local entities to address regulatory concerns and investing in local manufacturing and R&D can help build a positive brand image [4]