Most people grew up in car culture, particularly after WW II when the President Eisenhower looked at the transportation system in the USA and bemoaned the time it took to transport military goods across the country. The President’s solution was the interstate highway system which changed the way Americans connected to the car industry as suburbs grew as dominate place for Americans to live. At the time, one of the VP of GM said as GM goes, so does the US and for many years that was true. Times have changed, as European and Japanese companies made inroads into the big 3 of GM, Ford and Chrysler. As oil prices increased, fuel economy increased, hybrids increased market share and the latest is the EV market.
In an article by Eric Reguly of the Globe and Mail, less that a year ago, Chinese carmakers were seen as a threat to their European counterparts. How did that happen?
Nissan is owned by a Japan company, it owns a plant in Sunderland, located in northeast England. It was built to build 600,000 cars a year and has achieved full production in the past. Last year, it produced 300,000 cars or half production. Empty factories are capital killers – sunk costs that bleed cash and lock up liquidity.
In early June, Nissan and Chery, one of China’s biggest EV makers, signed a deal to start producing Chery car brands in 2027.
Stellantis, owner of Jeep, Fiat and Peugeot brands bought 21% of China’s Leapmotor and formed a joint venture to produce EVs in Spain. VW and Chinese XPeng are in talks to share factory capacity in Europe.
In spite of import tariffs in Europe as high as 45%, the Chinese EV companies deliver more bank for your buck.
Data from the International Energy Agency leave no doubt that Chinese EVs are beginning to bury the competition. Last year they accounted for 60% of global EV sales. That’s double the combined total European and American models. In China 55% of new car sales are EVs, the IEA says.
China seems on the verge of dominating the EV industry in the same way it dominates the global solar panel market. About 15 years ago, it used massive state subsidies and capital investment, low-cost financing, engineering expertise and cheap labor to destroy the solar-panel competition. The same formula is being applied to EVs. China also largely controls the production and refining of many of the materials essential for EV production, including graphite, lithium and cobalt.
Joern Buss, head of the Americas automotive practice at the Arthur D. Little business consultancy, says that Chinese EV makers have a virtually unassailable cost advantage. It can take a European auto company 3 to 4 years (36 to 48 months) to develop a new car; Chinese makers can compress their time to 24 to 30 months. The engineering costs are also much cheaper.
The US car industry has a different dilemma. The 100% tariff on Chinese vehicles meant they are priced out of the market under President Trump. If the tariffs fall, what will the American companies do? American consumers at one time very brand loyal, but consumers are more value oriented and less brand sensitive than their European counterparts. When Chinese EVs hit the US showrooms, they will could make American models look like antiques.
The future seems to be the European, Japanese and American carmakers will have to form partnerships with their Chinese counterparts. They may lose their identities to stay alive.
Linking to dividend paying stocks, tariffs have a role to protect companies but eventually the marketplace will decide. At the moment, the moderately priced EVs are better than anything that can be built in America, if that continues to happen GM and Ford will be merging with a Chinese company.
There are more questions than answers, till the next time – to raising questions.