Hyperdrive
Chinese EV Makers Pin Hopes on Europe’s Fading Auto Dealers
- Reliable sales and service networks key to cracking market
- China’s carmakers have yet to break through in Europe
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Even before the European Union targeted imports of cheap Chinese electric vehicles, their makers faced another big challenge: winning over consumers who don’t know or necessarily trust their brands.
At the heart of their strategy is the traditional dealership model that European carmakers have been exiting in favor of direct sales. BYD, Xpeng, Great Wall Motor and others hope dealerships will quickly help them mobilize robust sales and service networks as they try to establish reputations for quality and reliability.