PARIS

The 2023 Paris Motor Show has become a focal point for escalating tensions between European and Chinese automakers, as the electric vehicle (EV) industry grapples with proposed EU tariffs, market challenges, and shifting regulatory landscapes.

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BYD, China's leading EV manufacturer, issued a stark warning on Monday regarding the European Union's proposed tariffs on Chinese-made electric vehicles. Stella Li, BYD's Executive Vice President, expressed concern that these measures would inevitably lead to higher prices and deter potential buyers. "Europe's EV market needs more positive education... trust is low. The problem is the high price, and that the European Union now charges tariffs," Li stated in a media interview.

Li emphasised the potential consequences of these tariffs, particularly for less affluent consumers. "Who pays the bill? Consumers. So this makes people very concerned. It will stop poorer people from buying," she cautioned. The BYD executive also criticised the proposed tariffs as "not a fair judgement," highlighting the growing tension between Chinese manufacturers and EU regulators.

The Paris Motor Show, widely regarded as Europe's largest automotive exhibition, comes at a critical juncture for the industry. Automakers are contending with weak demand, rising costs, and intensifying competition. This year's event has seen a notable increase in Chinese presence, with nine Chinese brands, including BYD and Leapmotor, showcasing their latest models. While this number remains consistent with the 2022 show, Chinese brands now represent approximately one-fifth of the total exhibitors, down from nearly half last year. This shift is attributed to a stronger showing from European automakers, signalling their determination to defend their home market.

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The European Commission's recent proposal to impose import duties of up to 45% on Chinese-made EVs has further fueled the controversy. The EU justifies this move as a countermeasure to what it perceives as unfair subsidies from Beijing to Chinese manufacturers. However, Beijing vehemently denies these allegations of unfair competition and has threatened retaliatory measures.

Despite the looming threat of tariffs, Chinese automakers are pressing ahead with their European expansion plans. GAC, another prominent Chinese automaker, announced on Sunday that the Paris show marks the launch of its European ambitions. Similarly, Leapmotor revealed its goal to establish 500 points of sale across Europe by the end of 2025.

Chinese EV makers have traditionally priced their vehicles slightly below their European counterparts, giving them a competitive edge. This pricing strategy is expected to help offset lower margins in their domestic market. Following the path of Japanese and South Korean automakers before them, Chinese manufacturers are also emphasising superior equipment and offering more features as standard to attract European consumers.

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However, even established players like BYD face challenges in brand recognition within the European market. To address this, BYD is set to launch its electric Sea Lion 07 SUV at the show, hoping to make a significant impact. Other Chinese entrants, including Dongfeng, Seres, and FAW, are also unveiling new models as they seek to boost overseas EV sales amidst a weak domestic market and an ongoing price war in China.

The global automotive landscape continues to evolve rapidly. China's passenger vehicle sales saw a 4.3% increase in September compared to the previous year, breaking a five-month decline streak. This uptick was partly attributed to government subsidies encouraging trade-ins as part of a broader economic stimulus package. In contrast, European sales hit a three-year low in August, underscoring the regional disparities in market performance.

Adding to the complexity of the EV market, the French government recently announced a reduction in its support for EV buyers. This move follows Germany's decision to end its subsidy scheme late last year, potentially impacting consumer demand for electric vehicles across Europe.

The stakes are particularly high for Chinese automakers in Europe, as they have been effectively shut out of the U.S. market. The Biden administration has imposed a 100% tariff on Chinese-made EVs and recently proposed banning key Chinese software and hardware in connected vehicles.

European automakers are not immune to these challenges. Industry giants Volkswagen, Mercedes-Benz, and BMW have all issued profit warnings, largely due to weak performance in the Chinese market. Stellantis has slashed its earnings forecast owing to inventory problems in its U.S. business.

Stellantis CEO Carlos Tavares highlighted the gravity of the situation in an interview with French radio station RTL. "We will need to make big efforts," he stated, refusing to rule out potential job cuts or brand divestments. "It's the clients, not me, but there is no taboo," Tavares added, emphasising the customer-driven nature of brand survival.

The competitive landscape is further complicated by Chinese manufacturers' ability to develop new EVs in just two years, at least twice as fast as traditional Western automakers. This efficiency gap has raised alarms within the European automotive industry.