“从“被看见”到“被信任”，中国车企如何真正赢得欧洲？

Core Insights - The European market has become a crucial destination for Chinese electric vehicle (EV) manufacturers, with imports from China increasing nearly sevenfold from 2020 to 2023, making the EU the largest export market for Chinese EVs [1][2] - Despite the growth potential, challenges such as regulatory compliance, consumer biases, and cultural differences exist for Chinese companies entering the European market [1][4] Market Growth - In the first half of 2025, Europe sold 1.782 million new energy vehicles, an increase of over 340,000 units compared to the same period last year, reflecting a year-on-year growth rate of 23.7% [2] - The European market is seen as a favorable destination due to its growth stage, policy environment, and increasing acceptance of Chinese products [2][4] Policy Environment - The EU has stringent compliance requirements, but it is still considered more favorable compared to other developed markets due to its stable political environment and predictable market conditions [3][4] - Compliance in Europe is described as a "marathon" rather than a "sprint," requiring Chinese companies to integrate regulatory considerations from the early stages of product development [7][8] Consumer Perception - There is a shift in consumer perception towards Chinese EVs, with some consumers recognizing their technological advancements and expressing excitement about their offerings [3][4] - However, establishing a deep brand trust remains a challenge, as many consumers still associate Chinese brands with lower price points rather than quality [9][10] Brand Building - Chinese EV manufacturers need to focus on building brand recognition and trust in Europe, which involves not just marketing but also understanding local consumer needs and preferences [9][11] - Engaging with local stakeholders, including government, customers, and industry associations, is essential for fostering relationships and enhancing brand image [11][12] Compliance and Localization - Successful integration into the European market requires a systematic approach to compliance, including understanding regulations related to sustainability, data security, and corporate governance [6][7] - Localizing operations and actively participating in the regulatory process can help Chinese companies align with European standards and consumer expectations [7][8]