2023中国汽车品牌出海白皮书
March 18, 2024 数字100 DATA100
2023年，中国汽车出口实现历史性突破，全年出口总量达491万辆，同比增长57.9%，首次成为全球最大汽车出口国。新能源汽车出口表现尤为突出，达120.3万辆，同比大幅增长77.6%。这一成绩得益于国际市场需求回暖、国内外政策支持、环保意识增强以及中国汽车产品竞争力的全面提升。
从区域市场来看，欧洲、东南亚和拉美成为出口核心市场，其中俄罗斯、墨西哥、比利时位列前三大出口目的地。泰国作为东南亚代表市场，其政府推出“30/30”政策明确推动电动化转型，中国品牌凭借先发优势已占据当地新能源汽车市场80%以上份额。泰国消费者对纯电汽车接受度高，尤其男性用户购买意愿强烈，充电便利性与安全性为其关键考量因素。
面对国内市场竞争加剧与国际绿色转型趋势，中国车企正通过出口、建厂和并购等多路径拓展海外业务。建议企业把握新能源机遇，深化属地化运营，开发融合型产品如电动皮卡，并借助本土团队、合作伙伴和数字化营销提升品牌国际影响力。哪吒汽车和比亚迪分别展示了新势力快速布局和传统车企稳步推进的出海策略，为行业提供重要借鉴。
In 2023, China achieved a historic milestone in auto exports, with total vehicle exports reaching 4.91 million units, a year-on-year increase of 57.9%, making it the world’s largest auto exporter. New energy vehicle (NEV) exports stood out with 1.203 million units, representing a significant growth of 77.6%. This accomplishment was driven by recovering global demand, supportive policies worldwide, growing environmental awareness, and enhanced competitiveness of Chinese automotive products.
Key export regions include Europe, Southeast Asia, and Latin America, with Russia, Mexico, and Belgium emerging as top destinations. Thailand, as a representative Southeast Asian market, has implemented the “30/30” policy to accelerate electric vehicle adoption. Chinese brands already command over 80% of Thailand’s NEV market, leveraging first-mover advantages. Consumer research shows strong acceptance of pure electric vehicles, especially among male buyers, with charging infrastructure and safety being major decision factors.
Amid intensifying domestic competition and the global green transition, Chinese automakers are expanding overseas through exports, local production, and acquisitions. It is recommended that companies capitalize on the NEV opportunity, deepen localization strategies, develop integrated products such as electric pickup trucks, and enhance international brand influence through local partnerships and digital marketing. Case studies of NETA Auto and BYD illustrate effective expansion pathways for both emerging and established automakers, offering valuable insights for the industry.