2024中国新能源汽车出海十大趋势洞察——逆势出口环境下的“新四化”
April 29, 2024 霞光智库 ShineGlobal
2023年，在全球经济下行、欧美市场持续施压以及地缘政治风险等多重挑战下，中国新能源汽车依然保持强劲增长，出口量达176.1万辆，同比增长49.6%，带动中国汽车出口总量首次超越日本，位居全球第一。中央及地方政府密集出台政策，从国际化经营能力建设、物流体系完善、金融支持优化、贸易环境营造及风险防范等方面提供全方位保障，为新能源汽车出海创造有利条件。
欧美市场通过贸易保护、低碳法规与补贴限制等措施，抑制中国车企进入；而东南亚等新兴市场则加速推进电动化转型，泰国、马来西亚、印尼等国出台顶层规划及税收优惠政策吸引投资，越南、菲律宾等也在积极筹备相关战略。中国车企在全球范围加速布局生产和销售网络，从整车出口逐步向海外建厂、本地化运营转型，以应对不同市场的政策与需求差异。
报告总结出中国新能源汽车出海的“新四化”趋势：差异化方面，企业通过“本地建厂+品牌直营”模式和中端价位纯电产品打开市场，欧洲与东南亚成为核心出口地；本地化方面，海外建厂和零部件产业链协同出海日益普遍，对国际化与本地人才的需求快速增长；服务化方面，全球充电设施缺口带来市场机会，渠道管理趋向直营与经销的统一管控，后市场服务本土化需求不断提升；合规化方面，海外合规风险加剧，数据保护、质量标准与知识产权成为重点应对领域。总体来看，中国新能源汽车正加速实现生产、服务与合规全链条的海外布局，以差异化竞争与本土化运营提升全球竞争力。
Despite global economic downturns, sustained pressure from Europe and the United States, and rising geopolitical risks in 2023, China’s new energy vehicle (NEV) sector maintained strong growth. Exports reached 1.761 million units, up 49.6% year-on-year, helping China’s total auto exports surpass Japan for the first time to rank first globally. Central and local governments rolled out intensive policies to enhance international operational capacity, improve logistics systems, optimize financial support, foster favorable trade environments, and strengthen risk prevention, thereby creating favorable conditions for NEV expansion overseas.
The European and U.S. markets have imposed trade protection, low-carbon regulations, and subsidy restrictions to limit Chinese automakers’ entry. In contrast, emerging markets such as Southeast Asia are accelerating electrification transitions. Countries like Thailand, Malaysia, and Indonesia have issued top-level plans and tax incentives to attract investment, while Vietnam and the Philippines are preparing related strategies. Chinese automakers are rapidly expanding their global production and sales networks, transitioning from vehicle exports to overseas manufacturing and localized operations to adapt to diverse market policies and demands.
The report identifies the “Four New Transformations” shaping China’s NEV expansion overseas. In differentiation, companies are adopting “local manufacturing + brand-direct sales” models and focusing on mid-priced electric vehicles to penetrate markets, with Europe and Southeast Asia emerging as core export destinations. In localization, overseas plant construction and integrated supply chain expansion are becoming more prevalent, alongside surging demand for both international and local talent. In servicization, the global charging infrastructure gap presents market opportunities, channel management is moving toward unified control of direct and dealer networks, and localized after-sales service needs are on the rise. In compliance, overseas regulatory risks are intensifying, with data protection, quality standards, and intellectual property becoming key priorities. Overall, China’s NEV industry is accelerating a full-chain overseas layout encompassing production, services, and compliance, leveraging differentiated strategies and localized operations to strengthen global competitiveness.