The Beijing Motor Show has become over the years the most important global motor show, far surpassing the influence of traditional shows such as Paris, Munich, Geneva, Tokyo or Detroit which have gradually become regional shows. While these traditional shows are increasingly neglected by carmakers, the Beijing show welcomes all Chinese carmakers (more than a hundred brands) as well as most foreign carmakers established on Chinese soil. However, we note the absence this year of the 14 brands of the Stellantis group which has certainly almost completely disappeared from the Chinese market. What is interesting about this Beijing 2024 show is not so much the profusion of new vehicles presented by a hundred different Chinese brands, but the trends that we can highlight.
1. First of all, Chinese carmakers, who now represent 60% of passenger car sales in China, and who do not intend to stop there, were a hit this year at the Beijing show. Foreign carmakers have shown their presence but are in the minority and appear less innovative, constrained in a certain way by their history and traditions.
2. Only Volkswagen seems to want to change the paradigm, by presenting the ID Code concept which announces a completely new design, far removed from the brand's models marketed in China whose sales are decreasing year after year. While Audi, BMW and Mercedes are still resisting, Volkswagen will only represent 8.5% of the Chinese market in 2023 compared to 10% in 2022, 13% in 2020 and 14.5% in 2019. To differentiate its electric models from its thermal models, Volkswagen creates the ID Unyx brand, thus imitating the strategy of Chinese carmakers who create new brands dedicated to electric vehicles to give birth to new and unique brand images not subject to the influence of the brand image of more traditional firms.
3. Other lessons can be learned from the 2024 Beijing Motor Show. Chinese carmakers are working more closely with foreign carmakers to design their models. Thus, Volkswagen collaborates with X-Peng for the design of its future BEVs, JLR (Jaguar Land-Rover) collaborates with Chery for the design of its future BEVs, Mazda collaborates with Changan for its new AZ-6 and Arata, etc… The balance of power has changed.
4. While in the past, it was foreign carmakers who imposed their view and the design of their models on Chinese carmakers, today it is exactly the opposite. This new situation was favored by the fact that Chinese technology is now superior to that of foreign carmakers, whether in terms of design, BEV technology, interior concepts and even PHEV technology, which was very present at the Beijing 2024 show, is increasingly appreciated by Chinese customers, unlike what is happening in Europe or the United States. Their market share in China continues to increase: by 3% in 2021, PHEVs increased to 7% in 2022, 11% in 2023 and 14% in the first quarter of 2024. At the same time, BEVs remained stable at 21% of market share in the first quarter of 2024. Indeed, many Chinese customers have switched from thermal cars to plug-in hybrid in addition to BEVs, as the market share of thermal cars decreased from 67% in Q1-2023 to 62% in Q1-2024.
5. On the other hand, we are also seeing a return of MPVs, numerous at this Beijing 2024 show, while this type of vehicle has practically disappeared from the European market and become marginal in the United States. This is another specificity of the Chinese market and the Beijing 2024 show.
6. Finally, we can note the attractiveness of models designed in cooperation with smartphone carmakers, such as Xiaomi or AITO (Huawei), since these models recorded a significant number of orders during the Show.