November 21, 2023 Marsh&Mercer&Oliver Wyman
2023年，中国已成为全球第一大汽车出口国，新能源汽车是主要驱动力。出海的核心动因包括突破本地市场瓶颈、承担中国品牌国际化使命及实现全球化布局。车企需围绕运营体系、销售服务体系及人才管理，制定符合战略定位的出海路径。报告强调，人才派遣与本地化管理成为关键趋势，东南亚、欧洲等市场逐渐成为中国车企的重要布局方向。
与此同时，车企在海外发展面临ESG合规、供应链韧性、跨文化管理、品牌认知不足等多重挑战。报告建议企业通过提升风险管理能力、建立全球化人才战略、积极应对碳关税及电池护照等新规制，推动企业实现长期可持续发展。
总体而言，中国汽车产业的全球化征程已全面开启，未来需在战略前瞻、人才储备、风险管控和ESG治理等方面不断优化，以实现“走出去”与“走上去”的双重目标。
In 2023, China became the world’s largest automobile exporter, with NEVs serving as the primary driver. Key motivations for going global include breaking local market bottlenecks, fulfilling the mission of Chinese brands to expand internationally, and achieving globalized operations. Automakers must design strategies aligned with their positioning, focusing on operational systems, sales and service networks, and talent management. Talent deployment and localization have become defining trends, with Southeast Asia and Europe emerging as critical markets.
However, automakers face significant challenges abroad, including ESG compliance, supply chain resilience, cross-cultural management, and limited global brand recognition. The report advises strengthening risk management, developing global talent strategies, and proactively addressing new regulatory requirements such as carbon tariffs and battery passports, to ensure sustainable growth.
In sum, the globalization journey of China’s automotive industry is well underway. Future success will depend on foresight in strategy, robust talent pipelines, effective risk control, and strong ESG practices, enabling companies not only to “go global” but also to “rise globally.”