Tesla, MG, Seres, Ionity, Chargemap … These brands that are shaking the car market
General Motors, Toyota, Renault, Fiat … For a long time, large groups born in large part in the first half of the 20th century dominated the automotive world and its ideas. It is true that they fought a fierce battle among themselves, but they developed very similar methods of production and marketing. The electronic transition favors the arrival of new competitors for the first time in decades. Start with Tesla.
Since the launch of its first high-end model, in 2012, American comedy-based Elon Musk has become the world’s largest car market and the world’s first electronics manufacturer and nearly a million copies have been submitted. with the opening of new production sites in Europe, Berlin, and China, in Shanghai, this company, technologically and automotive, is paving the way for rapid growth. The success that its cultural competitors are now trying to copy, even though no one can yet provide modest and efficient electric motors.
The success of the Chinese
Tesla is no exception. In Europe, the advent of Chinese brands that have been banned from their domestic market for a long time is now a reality. The most important achievements are those produced by MG, a brand of Saic government group, which produces electronic models in France alone. Its success depends on very competitive prices, but also in traditional ways: “The fact that it bears the name of a historic English brand allows us to take advantage of a common car,” says Julien Robert, France’s sales director.. Additionally, we have selected a conservative distribution method. You do not buy MG on the Internet, but from a seller who is often already very established locally: we have 130 today in France. ”
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A good strategy that has enabled us to sell 10,000 cars in our area since its arrival in May 2020. This international-purpose manufacturer has already surpassed Renault in the UK, a European market where it is well established. And beware: other Asian brands follow, such as Seres, owned by Dongfeng, another Chinese group, or Vietnamese Vinfast. Both have also been releasing their battery-powered models on the Old Continent for a few months.
From BlaBlaCar to Ionity: a revolution in consumption
The automotive object is not the only one that is irritated by new operators; its use also changes. The digital revolution has thus enabled the development of car thanksgiving through the use of dedicated software. The biggest success in this area is that of BlaBlaCar, which was founded in 2003. After the decline caused by the health crisis, rising oil prices enabled it to resume its growth by recording an increase of … 172% of the number of seats offered between January and March thus exceeding its 2019 mark.. They saw collecting cars every day as the best way to reduce seemingly difficult costs. ”
New features introduced by the electric car have also introduced a completely new ecological system, that of charge centers, a growing market that is beginning to find balance. Among the new players, the name of the Ionity alliance is now part of the regular vocabulary of drivers. It has established itself as a Highway Payment Specialist due to the network which is expected to increase from 400 to 1,500 stations by 2025.
The problem of extras offered in the area by various distributors has also favored the emergence of matching “passports”, i.e., cards that allow payment without taking new registrations. The French reference in this area is Chargemap, a program widely used to locate and identify stations in France and Europe. “The badges varied according to the network, so crossing France by electric car was a hell of a nightmare, explains Yoann Nussbaumer, its founder. Our passport was issued in 2017 after adding half a million euros. Today we cover almost all of Europe with 230,000 points for charging. ”
The multiplication of these new manufacturers and service providers makes it possible to measure the rate of change. The world of drivers, once once loyal generation after generation to established brands, has been turned upside down in just ten years.
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