Automakers have flooded the Chinese market with at least 90 electric SUV models, and more are on the way. The mad rush to electrify the biggest segment of the world’s largest car market is fueling a profit-destroying price war in China. It’s also driving Tesla and other automakers to accelerate exports to other markets, threatening incumbent automakers’ profits (and jobs).
Automakers saw the Chinese electric SUV explosion coming and assured investors they had plans to duck the blast. But to paraphrase the inimitable Mike Tyson, everybody has a plan until Elon Musk decides to slash Model Y prices.
Consider this: The top three E-SUV brands in China – Tesla, BYD and Aion – account for about 51% of the vehicles sold in the segment.
This is the way the auto industry works. That’s why Detroit had a Big Three – not a Big Ten. In China’s E-SUV market it’s a long drop to #4. If you’re No. 90…. you’re losing money.
The overcapacity-driven price war in Chinese E-SUVs has narrowed or eliminated the price advantage for combustion vehicles, torpedoing global automakers’ sales and profits.
The repercussions will not be contained in China. Chinese automakers – as well as Tesla, GM, Ford and others – are ramping up exports of Chinese-built vehicles.
In all, bad news for automakers, and good news for consumers looking for more affordable EVs.