Chinese electric vehicle (EV) manufacturers have set their sights on Europe, a market that’s eager for EVs, with strict emissions rules and big plans to move away from fossil fuels. Europe offers immense growth potential, especially as goverments and cities ramp up EV incentives and impose stricter bans on combustion engines. For Chinese EV brands, Europe represents both a promising opportunity and a significant challenge. Notably, upcoming tariffs of up to 45.3% on Chinese-made EVs and potential import restrictions introduced by European regulators present significant hurdles that could impact their progress. Additionally, establishing a strong brand image in the region, overcoming skepticism, and dealing with logistical complexities are obstacles they must overcome.
But why still insist on Europe, especially with high tariffs looming on the horizon? The answer is surprisingly simple: China has a surplus production capacity of 3 million EVs per year. Just to put that in perspective, 2.4 million new EVs were registered across the EU in 2023, up from 2 million in 2022. With 100% tariffs on Chinese EVs in the U.S. and Canada, plus limited infrastructure and lower demand for EVs in South America, Europe’s clear policies and eagerness to embrace electric mobility is basically the only market left for China’s overflow of electric vehicles. So, let’s take a look at the most prominent Chinese EV manufacturers in Europe and their prospects for success here.
Chinese EV manufacturers in Europe: BYD
BYD is one of the biggest EV makers out there, with years of experience in battery production and energy storage under their belt. In Europe, they’re making pretty solid progress with models like the Atto 3, a versatile compact SUV, and the Dolphin, a budget-friendly hatchback. In 2023, BYD sold over 20,000 cars across Europe, which is a strong start, especially given they’re still the new kids on the block compared to traditional car brands. The brand’s comprehensive ecosystem approach, which includes in-house battery production, may give them a competitive advantage. If they keep expanding their charging network partnerships and delivering affordable, high-quality EVs, they could grab a big chunk of the market.
BYD is about to open an EV plant in Hungary, which will help them better serve the European market and dodge import tariffs. This move is a strategic play to cut costs and stay competitive. They’re even considering opening a second plant in Europe, which could really cement their position and help them grow even more.
The most successful one: MG
MG is currently the most successful Chinese car manufacturer in Europe, having sold more than 230,000 vehicles (50,000 of which were EVs) in 2023 alone. The company, part of the SAIC Motor Corporation, has primarily relied on importing vehicles into Europe. However, driven by the European Commission’s decision to impose significant tariffs on EVs made in China, MG has decided to establish a plant in Europe.
SAIC, MG’s parent company, stands to be the most affected by the new tariff structure. According to the European Commission’s ruling, SAIC will face a 35.3% tariff on every EV imported into the EU, on top of the EU’s standard 10% import duty for cars, totaling 45.3%. It’s no surprise that SAIC is urgently seeking to set up production within Europe. The chosen location for this plant is Spain, with plans to begin production by the end of 2027. MG is also considering Hungary and the Czech Republic as alternatives due to their lower labor costs.
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Once a classic British brand, MG has been revitalized under Chinese ownership and is now making serious moves in the European EV market. The MG4, a hatchback praised for affordability and range, and the MG Marvel R, an electric SUV, have driven MG’s success. MG is by a wide margin the most successful Chinese EV brand in the region thanks to affordability, well-received models, and established dealership network. If everything goes by the plan with the new plant, MG would not only compete, but even thrive.
One step forward, two steps back: Nio
Nio’s taking a different approach in Europe, focusing on premium cars, unique services like battery-swapping stations, and emulating Tesla’s direct-to-consumer sales strategy. Models like the Nio ET7 and EL8 are turning heads as luxury EVs packed with impressive tech. But Nio’s sales are still pretty modest, sitting around 350 units sold in Germany in 2024, and the company is struggling to penetrate the market.
Nio’s strategy is all about appealing to tech-savvy buyers with innovations and a subscription-based battery service. They’ve got some cutting-edge tech, but with high prices and a more niche approach, scaling up is tough. They picked Norway, Germany, Sweden, Denmark, and the Netherlands as their entry points into Europe. These markets are wealthy, sure, but also incredibly competitive. Trying to take on luxury brands like BMW and Mercedes without solid brand recognition—and with only a handful of battery-swapping stations scattered around—makes Nio’s future look pretty uncertain.
Nio jumped into the EU market without really digging into local trends or culture, hoping everything would go smoothly with their unknown brand and steep price tags. And now, with those upcoming tariffs adding even more costs to already pricey EVs, it’s anyone’s guess how Nio will handle this new challenge. Latest reports say the company is working on partnering with various dealerships and has plans to launch a PHEV model here called Firefly in 2026/27. Among all the Chinese EV manufacturers mentioned in this article, it seems like Nio might be the first to bite the dust.
Chinese EV manufacturers adamant about global expansion: Xpeng
Xpeng is known for pushing the envelope in autonomous driving and smart technology. The company is betting hard on inovations just like Nio does, but with more modest pricing. Models like the Xpeng P7 and Xpeng G9 SUV emphasize futuristic features, appealing to tech enthusiasts. However, with fewer than 10,000 units sold in Europe in 2023, Xpeng’s growth has been relatively slow.
The company is focusing on expanding its retail network and investing in charging infrastructure to gain ground. Xpeng’s heavy emphasis on self-driving tech might give them a unique edge, but they also face significant competition from Tesla and European manufacturers with established technology. If they can execute their strategy effectively and convince consumers of their tech superiority, Xpeng might become a bigger player.
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Following in the footsteps of other Chinese EV manufacturers in Europe, Xpeng also has serious ambitions to localize production and is actively searching for a site to manufacture EVs. This move aims to mitigate the impact of tariffs, which for Xpeng will be 21.3%, in addition to the EU’s standard 10% import duty for cars. Setting up production lines is a top priority, and the company also plans to establish a data center on the continent. The data center will be crucial for efficiently collecting and processing information, significantly enhancing the smart driving features of Xpeng’s vehicles.
The one that promises: Zeekr
Zeekr, a Geely-owned brand, is betting on Europe’s growing appetite for premium EVs. The Zeekr 001 and Zeekr X are designed to appeal to European tastes, with sporty designs and high-tech features. Sales figures have been relatively modest but encouraging, with Zeekr aiming to ramp up marketing and dealership networks to increase awareness. The biggest challenge for Zeekr will be carving out a niche in a market already crowded with established European brands. However, with Geely’s backing and shared technology platforms with Volvo and Polestar, Zeekr could accelerate its presence.
Geely has a strong presence in Europe through its ownership of Volvo and Polestar, and Zeekr will undoubtedly leverage these connections to establish localized production. In fact, plans are already in motion to build Zeekr vehicles at Volvo’s plants in Sweden and Belgium. From Zeekr’s perspective, tariffs are a nuisance—an obstacle on the road to global expansion. While the tariffs will have some impact on the company, compared to other Chinese EV manufacturers in Europe, Zeekr will face the least trouble.