2024中国新能源汽车出海洞察报告
May 30, 2024 高力国际 Colliers
中国新能源汽车正处于全球化3.0阶段，由“产品出海”迈向“品牌出海”，并通过“产能出海+产业链出海”实现全球布局。新能源汽车出口量在近年快速增长，已从以亚非欠发达国家为主的燃油车出口，转向打入欧洲、澳洲等高势能市场。面对欧美贸易壁垒和运力限制，海外投资建厂成为趋势，泰国、中东欧、墨西哥和巴西等地成为主要产能布局中心，带动配套零部件企业同步出海。
区域市场呈多极化格局：欧洲市场渗透率高且供给短缺，东南亚市场潜力大且政策友好，拉美市场提供税收优惠并具增长空间，墨西哥凭借地缘与贸易优势成为辐射南北美的制造基地。各国政策导向影响明显，发达国家多以本土化生产和补贴限制保护产业，发展中国家则通过税收减免和补贴吸引投资。
出海挑战包括政治与政策不确定性、合规与监管风险、ESG与可持续要求、文化消费偏好差异以及基础设施不足。企业需在投资布局中关注法律、税务、环保、数据安全等多方面合规管理，优化产品以适应不同气候与使用习惯，并加强充电等基础设施建设合作，以稳固海外市场地位。
China’s NEV industry has entered the Globalization 3.0 phase, shifting from “product export” to “brand export,” and is advancing through a “capacity + supply chain” global expansion model. NEV exports have surged in recent years, evolving from ICE vehicle shipments to developing countries to penetrating high-potential markets such as Europe and Australia. In response to trade barriers and shipping constraints, overseas manufacturing has emerged as a key trend, with Thailand, Central and Eastern Europe, Mexico, and Brazil serving as primary hubs. This expansion is accompanied by the simultaneous overseas deployment of supporting parts suppliers.
The global market landscape is increasingly diversified: Europe shows high penetration but supply shortages; Southeast Asia offers strong growth potential and policy incentives; Latin America provides tax breaks and growth opportunities; and Mexico’s geographic and trade advantages make it a strategic manufacturing base for both North and South America. National policy directions play a crucial role—developed markets often employ localization requirements and subsidy limits to protect domestic industries, while developing nations attract investment through tax incentives and subsidies.
Key challenges include political and policy uncertainty, compliance and regulatory risks, ESG and sustainability requirements, cultural and consumer preference differences, and infrastructure gaps. Companies must ensure robust compliance in legal, tax, environmental, and data protection matters, adapt products to local climate and usage needs, and collaborate on infrastructure development—particularly charging networks—to strengthen their competitive position in overseas markets.