中国车企瞄准欧洲高端市场，豪华车将成为新战场
根据路透社的报道，中国汽车制造商正在加速向欧洲高端市场扩张，尽管欧洲委员会去年对电池电动车征收高达45%的关税，但中国车企在2025年初已经在欧洲市场实现了几乎翻倍的销量增长。比亚迪等品牌正在瞄准高端车市场，凭借新技术和具有竞争力的定价，它们有望与宝马、保时捷等传统豪华品牌在其主场展开竞争。
尽管欧盟的关税措施从去年10月开始生效，但中国品牌的电动汽车在2025年前八个月占据了欧洲市场7.6%的份额，比2024年的7%有所增长。与此同时，车企也在推出混合动力车型，绕过关税限制。根据JATO Dynamics的数据，2025年前八个月，25个欧盟国家中国品牌的销量同比增长了94%，超过30万辆。
中国汽车制造商有着强烈的出口动机。国内市场过剩的生产能力迫使品牌降价以刺激销量，但出口能够带来更高的利润率。尽管关税存在，像比亚迪这样的企业在欧洲市场能够提高价格，达到国内的两倍甚至三倍。
随着中国品牌在欧洲市场的崛起，一些传统豪华品牌的市场份额逐渐被侵蚀。尤其是在电动豪华车领域，奔驰和宝马等品牌的销量出现下滑，而中国品牌在这一细分市场的份额已经超过了50%。
目前，比亚迪、奇瑞、吉利、长安等中国车企正在通过推出更高端的电动车型，包括来自比亚迪的腾势、来自奇瑞的Jaecoo等品牌，进军欧洲市场。此外，小米等新兴品牌也准备进军欧洲市场，以其更具竞争力的定价和创新技术吸引消费者。
尽管欧洲的传统豪华品牌依然拥有强大的品牌优势，但中国品牌凭借创新技术、性价比以及本地化策略，正在改变欧洲汽车市场的格局。未来几年，这场市场争夺战可能会加剧，尤其是在电动汽车和高端汽车领域。
According to Reuters, Chinese automakers are accelerating their push into Europe’s premium car market, despite the European Commission’s imposition of tariffs as high as 45% on battery-electric vehicles (EVs) last year. By early 2025, Chinese manufacturers like BYD have nearly doubled their sales in the region. Now, with fresh technology and competitive pricing, they are targeting the luxury segment, aiming to compete with BMW, Porsche, and other premium brands on their home turf.
Although Brussels’ duties, which took effect last October, have presented a challenge, Chinese electric vehicles (EVs) have seen their market share in Europe rise to 7.6% in the first eight months of 2025, up from 7% in 2024, according to JATO Dynamics. At the same time, automakers have shifted to hybrid powertrains to bypass tariffs. In total, sales of Chinese brands in 25 European Union countries surged by 94% year-on-year to over 300,000 units from January to August.
Chinese manufacturers are driven to expand internationally, particularly as domestic overcapacity pushes them to cut prices at home. However, exports offer higher margins despite the tariffs, with companies like BYD managing to charge up to three times the prices seen in China for the same models in Europe.
Chinese brands are gaining ground in Europe’s premium electric vehicle (EV) segment, with their market share in this segment already surpassing 50%. Legacy German brands like Mercedes-Benz and BMW are facing a tough challenge, as Chinese EVs offer compelling features and competitive pricing.
BYD, Chery, Geely, and others are entering the European market with new premium models, including BYD’s Denza and Chery’s Jaecoo. Emerging players like Xiaomi are also preparing to enter the European market with electric vehicles priced much lower than traditional premium brands.
Although European luxury brands still hold strong recognition, Chinese brands are reshaping the European automotive market with innovative technologies, better value for money, and a focus on local production. The next few years could see even more intense competition, especially in the electric and high-end car markets.