Zhong Guo Qi Che Bao Wang·2025-11-11 11:49Core Insights - The 2025 Tokyo Motor Show is marked by the notable absence of many Chinese automotive brands, raising questions about the diminishing appeal of international auto shows [2][3] - In contrast, regional auto shows in Southeast Asia are gaining traction among Chinese brands, indicating a strategic shift in their global expansion approach [5][6] Group 1: Absence of Chinese Brands - The Tokyo Motor Show, one of the five major international auto shows, has seen a lack of Chinese brands, with only BYD participating, which contrasts sharply with their previous frequent appearances [2] - The North American International Auto Show and the Geneva International Motor Show have also experienced a decline in participation from Chinese brands, with only a few present at the latter [3] Group 2: Shift in Strategy - The absence of Chinese brands at major international shows reflects a strategic transition from a broad participation approach to a more focused and selective global expansion strategy [5] - The Japanese automotive market is characterized by its small size and maturity, making it less attractive for many Chinese brands due to high development costs and limited market potential [6] Group 3: Regional Focus - Chinese brands are increasingly favoring regional auto shows, such as the Bangkok International Motor Show and the Indonesia International Motor Show, where they have a stronger presence and can better target emerging markets [6][7] - The ASEAN region, particularly countries like the Philippines, Thailand, and Indonesia, has become a key market for Chinese electric vehicles, with significant export growth noted in these areas [6] Group 4: Marketing and Brand Building - The evolution of Chinese brands' international strategy includes a shift towards local production, technology collaboration, and brand building, moving from mere product export to deeper market integration [8] - Digital marketing is becoming increasingly important, as the costs of participating in international auto shows can be high, prompting brands to focus on online channels for broader outreach [9] Group 5: Importance of Local Engagement - Despite the decline in influence of physical auto shows, they still serve as a vital platform for brands to engage with consumers, especially in regions where purchasing a vehicle is a significant financial decision [9] - Chinese brands are encouraged to not only showcase their technology but also to tell compelling stories that resonate with local consumers, enhancing brand value and cultural connection [9]