IAA Munich Auto Show: Chinese automakers and BBA face each other head-on, technical equality becomes the focus
The 2023 IAA Mobility Munich Auto Show was held from September 5 to 10, and Chinese automakers became the focus of the audience. Brands such as BYD, Xiaopeng, and Leapmotor have appeared with heavy-duty models to compete head-on with BMW, Mercedes-Benz and Audi (BBA). This auto show not only shows the latest achievements in electrification and intelligence, but also highlights the trend of "technical equality" - Chinese auto companies are challenging the market position of traditional luxury brands with high cost performance and innovative capabilities.
1. The scale of Chinese automakers participating in the exhibition has reached a record, and new energy vehicles have become the main force
At this auto show, the number of Chinese exhibitors reached 50, nearly double the growth from the previous one. Among them, BYD, Xiaopeng, Leapmotor and other brands have released a number of models for the European market, covering pure electric sedans, SUVs and intelligent driving technology. The following are the comparative data of some key models:
| brand | Car model | Battery life (WLTP) | Price (Euro) | Highlights Technology |
|---|---|---|---|---|
| BYD | Seal U (Song PLUS Overseas Edition) | 500km | From 45,000 | CTB battery body integration |
| Xiaopeng | G9 | 570km | From 57,000 | XNGP full-scene assisted driving |
| Zero Run | C10 (first global model) | 420km | From 35,000 | LEAP 3.0 electronic and electrical architecture |
| BMW | i5 Touring | 560km | From 70,000 | 8th generation iDrive system |
| Benz | EQE SUV | 550km | From 75,000 | MB.OS operating system (preinstalled) |
2. Technology equality: Differentiated competition between Chinese automakers and BBA
Chinese brands challenge the traditional luxury car market through the following core advantages:
1.Intelligent experience: The XNGP system equipped with Xiaopeng G9 supports autonomous driving on urban roads, and its functions are comparable to BMW L3 Drive Pilot, but the price is only 60% of the latter.
2.Battery technology: BYD CTB technology has increased the battery pack volume utilization rate to 66%, higher than 52% of Volkswagen MEB platform.
3.Localization Service: Leapmotor announced a cooperation with European dealers to provide a "battery rental" model to lower the threshold for car purchase.
3. Market reaction: European consumers' acceptance of Chinese brands increases
According to data from on-site research institutions, the number of visitors to Chinese brand booths accounts for 42%, an increase of 23% over 2021. Here are the rankings of concerns among European users for Chinese models:
| Focus factors | Percentage |
|---|---|
| Battery endurance | 38% |
| Intelligent driving function | 29% |
| Selling price | 25% |
| Brand awareness | 8% |
4. Industry impact: BBA accelerates the transformation of electrification
Faced with competition from Chinese automakers, BBA has adjusted its strategies:
- Mercedes-Benz announced that it will open the MB.OS operating system to third-party developers, imitating the software ecosystem model of Chinese car companies.
- BMW plans to reduce the cost of Neue Klasse platform models by 40% by 2025.
- Audi and SAIC Group cooperate to develop a pure electric platform, and the first model will be mass-produced in 2024.
Conclusion
This IAA Auto Show marks a reshaping of the global automotive industry landscape. With its technological iteration and supply chain advantages, Chinese automakers are rewriting the traditional rule of "high-end market = high premium". In the next three years, the competition in the European new energy vehicle market will revolve around "software-defined cars" and "user experience equality", and the struggle between China and Europe auto companies has just begun.
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