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In Paris, the “Mondial de l’Auto”, the international meeting of four-wheelers, made its big comeback in person this Monday, October 17. See you more than ever electric this year for a sector forced to eventually abandon the combustion engine in order to meet climate challenges. And in this area, the ambition of Chinese manufacturers in Europe is undeniable. Two major groups GWM and BYD entered the show.
On a giant screen, two SUVs and an electric sedan from the BYD brand parade to dramatic music. Objective, to stir up the desire of visitors as the show opens, shunned again this year by the giants Toyota and Volkswagen. Enough to leave room for BYD, a not so young band since it has been producing batteries since 1995.
« We started as a battery manufacturer and today we are a leader in electric cars. Of course, we want to share our products, our technologies, our innovations with Europe. Where the automobile was born! », explains Michael Shu, European director of BYD, present mainly in northern Europe for the moment, at the microphone of Aabla Jounaidi, from the Economics editorial staff.
The batteries are the sinews of war and the main asset of these Chinese groups, but that is not enough to make a name for themselves, clear the ground and build a network of partners. This is the work of Fei Yao, vice president of Great Wall Motoran institution in China but almost unknown in Europe.
“With our partners, we say to ourselves that it is not by advertising that we are going to convince the European consumer. What we want is to bring him to the car so that he try, and let him live this physical and mental experience.”
The Ora and Wey brands will therefore be launched at the end of this year in Germany, Europe’s leading automotive market.
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