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Could China's electric carmakers bring on another Evergrande moment?

Could China's electric carmakers bring on another Evergrande moment?

The Age27-05-2025

With Xi Jinping strongly resistant to measures to stimulate consumption and the trade war with America clouding the economy's outlook, China's economy and household consumption will, without extraordinary measures, continue to wane and limit the growth rate of EV sales.
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BYD's attempt to stimulate demand came after its sales have been running at half the very ambitious targets it set itself for this year. It was targeting a 30 per cent increase in sales, but they are tracking at half that growth rate.
BYD had hoped that offering its new 'God's Eye' autonomous driving system as a standard feature would drive a big surge in sales, but that hasn't eventuated.
With most of the other major Chinese electric carmakers also budgeting for significant growth, there is significant oversupply and a massive increase in dealers' inventories. As of last month, there were about 3.5 million cars – nearly two months' supply – in unsold stocks, the most in two and a half years.
Dealers are going broke, along with suppliers to the sector who are being squeezed by carmakers that are themselves under extreme pressure.
It's little wonder, then, that the chairman of Great Wall Motor, We Jianjun, said last week the Chinese auto industry was experiencing its own 'Evergrande.'
China Evergrande, the world's most indebted property developer, formally collapsed last year, but was in crisis from the moment Xi introduced the 'three red lines' restrictions on developers' debt levels in August 2020.
It was the first of the major dominoes in China's property industry to fall, with the fallout then spreading throughout the construction sector, suppliers and property buyers and subsequently hitting the wider economy.
The EV sector in China needs even more consolidation and more sustainable earnings for the remaining players, while China's authorities, as was the case in the property sector, need to do something about the large-scale misallocation of capital and resources -- including the distortions provided by state incentives and mandates -- if the continuing rationalisation of the industry is to remain reasonably orderly.
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What the oversupply and ferocious competition in the sector has done, however, is drive continuous innovation, with China's electric cars now providing the world's leading-edge EV technology from batteries to software, and global dominance.
The companies that are profitable, or have some prospect of achieving profitability, are having success in offshore markets, where the gross margins are far fatter than in their home market. Indeed, with its international success BYD is now more profitable than Tesla, whose profitability has slumped dramatically.
The over-production of Chinese EVs and the cost advantage they have over their international competitors because of the scale of the domestic industry, the support they get from central and local governments, the leadership they have in battery technologies and the stranglehold China has on critical raw materials has generated some backlash in other markets.
Governments are looking nervously at the oversupply within China, fearing it will be dumped into their markets and wipe out their own auto industries.
The US, with 100 per cent tariffs on China's EVs, is effectively closed to the Chinese exports. Europe was open and, with its commitment to phasing out internal combustion vehicles, attractive – until the deluge of Chinese electric cars proved too much for the European Union, which slapped tariffs of up to 35 per cent on imports from China, citing the over-capacity and government subsidies.
Even with those tariffs, the margins available in the EU are far greater than in China's domestic market. Some of the Chinese EV companies are wiping out, or at least softening, the losses in their home market with profits in Europe.
BYD and some of its peers are also scrambling to build factories within the EU. BYD, which last month overtook Tesla for the first time in EV sales in Europe, will open a plant in Hungary later this year to circumvent the tariff wall and capitalise on its cost and technology advantages over local carmakers.
The Chinese EV makers' potential in Europe might be slightly blunted by the EU's decision to relax its planned tightening of emissions standards as part of its longer-term plan to phase out internal combustion engines.
The EU is trying to protect its domestic auto industry from both the Chinese invasion and the potential fallout from its own trade confrontation with an aggressively protectionist Trump America. It has given its carmakers a window of three years now to meet tough new standards that were to be implemented this year.
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While Donald Trump has now deferred his threatened 50 per cent tariffs on EU exports until July 9, Europe's car industry is the most obvious target of US trade sanctions.
Because the US market is effectively closed to Chinese carmakers, they are now looking to their own region, South America and Australia to deploy their excess capacity. But they're also facing pushback in some of those markets such as Brazil, which unlike Australia has a domestic car industry. Meanwhile, in some Asian markets stocks of unsold EVs are piling up as demand has already been overwhelmed by supply.
Rising protectionism and the prospect of a significant slowdown in global growth as Trump's trade war with everyone is starting to bite are likely to weaken international demand for EVs, even cheap ones from China.
That would create even more pressure on the overwhelming majority of loss-making manufacturers to exit the sector or be consolidated with the handful that are, or could be, profitable.
It would be a positive development for China, which doesn't want another Evergrande, as well as the rest of the world, which would otherwise be facing a massive dump of Chinese cars that could undermine other nations' car industries and all those who depend on it.

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What is Omoda Jaecoo, and how is this new brand different to Chery?

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You may have noticed Omoda Jaecoo showrooms are starting to pop up around the country, but just what is this unfamiliar auto brand? Effectively, it's a sister brand to Chinese brand Chery, and while Omoda Jaecoo vehicles will be sold in separate showrooms, some dealerships will offer both Chery and Omoda Jaecoo franchises. There's some overlap between the two brands, but Omoda Jaecoo chief commercial officer Roy Muñoz explained the difference. 'I'd call it next step up from Chery,' he explained to CarExpert. Hundreds of new car deals are available through CarExpert right now. Get the experts on your side and score a great deal. Browse now. Within this new brand, there are vehicles badged just as Jaecoos, with Omoda-badged vehicles to follow. Mr Muñoz says these will complement each other. 'Omoda is more the crossover SUV, whereas the Jaecoos are more the rugged, luxurious SUVs,' he explained. 'So crossover meaning sometimes with the coupe styling, swooping rear roofline.' Thus far, Omoda Jaecoo offers only the Jaecoo J7 mid-size SUV, a rival for the Toyota RAV4, and the Jaecoo J8 large SUV, a five-seat alternative to the likes of the Kia Sorento. The J7 lineup opens at $34,990 drive-away, or $5000 more than the current base price of the similarly sized Chery Tiggo 7 Pro. The Omoda C9, a mid-size SUV, is due on sale here in August, while the Omoda 7 (pictured below) is set to follow at some point. Officially debuted globally in 2023, Omoda Jaecoo exists only outside of the Chinese market, and is part of a rather confusing export strategy by China's largest car exporter, with 1.14 million overseas sales in 2024. For example, Chery already sells its Jetour and Exeed vehicles in markets like the Middle East, and is planning to launch Tiggo – a nameplate used on Chery SUVs – as a standalone brand in Europe, along with new brand Lepas revealed at this year's Shanghai motor show. Chery also sells its vehicles under the Chirey nameplate in Mexico, while its electric vehicle (EV) brand iCar will be sold in some markets as iCaur. And no, we don't know how to pronounce that either. For now, Chery Australia is sticking to just its namesake and Omoda Jaecoo brands, but it has left the door open for others to follow. Chery Australia says it isn't expecting any other brands 'in the short term', but its local communications boss said more could follow. 'The clear message for us is 'You guys have got a big job on your hands certainly with Chery, certainly with Omoda Jaecoo, you guys do a good job with that, let's see what else potentially could come'.' said Chery Australia communications head Tim Krieger. 'But everyone's 100 per cent focused on those two brands at the moment, making the best of those opportunities.' Chery only returned to Australia in 2023, before it announced the Jaecoo half of Omoda Jaecoo in 2024, and then announced the Omoda half this year. That's a very ambitious rollout, and we asked Mr Muñoz how much of this is being driven by head office. 'Omoda Jaecoo is a global brand strategy. Certainly they listen to our feedback; we feed back as much as we can about how we think we should launch a brand or how we think a product should be introduced, but there is a bit of a global strategy that we need to execute,' he said. Omoda Jaecoo vehicles are sold under different brands in China, where the Jaecoo J7 is a Chery Tansuo 06 (pictured above), the Jaecoo J8 a Chery Tiggo 9 (pictured below, and not to be confused with the slightly different global Chery Tiggo 9 due here this year), and the Omoda C9 is an Exeed Yaoguang. 'What happens in the domestic market is different to what happens in the overseas markets,' explained Mr Muñoz. So how does Omoda Jaecoo differ from Chery, then, given half its vehicles are sold as Cherys in China? And how does it stand out when the automaker's namesake brand sells vehicles here in the same segments? 'Jaecoo is still focused on that premium adventure-type offering, so creature comforts you wouldn't normally see at this price point, luxury touch and feel. You've got your leather seats, suede roof liner, massaging seats, calf raises,' he said. 'Each brand has its own unique styling and speaks to a different part of the market.' Omoda Jaecoo vehicles also feature a longer eight-year, unlimited-kilometre warranty, up from seven years for Chery vehicles. But in a market where even brands such as Jeep have called themselves premium, Omoda Jaecoo is reluctant to use the term. 'I wouldn't say it's the premium arm, but certainly it's the next level up from Chery. In my own terms, it's almost in that sub-premium category but you get the premium feel, features that you don't get at the price point,' said Mr Muñoz. 'That premium word, it's been thrown around, a bit of a buzz word, but it's definitely the next level up in terms of the product offering from the Chery Group.' The upcoming Chery Tiggo 9 (above), for example, wears slightly different styling to the closely related Jaecoo J8, and will miss out on some features like the latter's fragrance dispenser. Chery believes there's enough differentiation to prevent cannibalisation between the two brands. 'There's not much crossover at the moment. People who are after Omoda Jaecoo are just after Omoda Jaecoo,' said Mr Muñoz. 'I don't believe we're diluting. In fact, we're adding more options out there that people can choose from, from different price points, at different specification levels.' 'Different buyers as well. Chery is very focused on the family, urban buyer. Jaecoo is a bit more of that adventurous spirit,' said Mr Krieger. 'The design of the cars is different, the target audience is different, but I think there's room for both.' Chery says it's 'falling into line' with a global strategy, though there are some quirks. The Chery Omoda 5 and Omoda E5 were recently renamed the Chery C5 (pictured above) and E5 in Australia, even though these are sold under the Jaecoo Omoda arm in other markets. 'The difference is that car was introduced into Australia under the Chery brand, whereas in other markets where it was sold it was always sold as an Omoda Jaecoo,' said Mr Krieger. In an attempt to alleviate confusion, these vehicles are being kept in Chery showrooms but being stripped of their Omoda badging.

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