Chinese automakers hope to revive their ambitions to sell cars in Europe, this time targeting the booming SUV market. From the Great Wall, which has already stood firm in Europe, to the SAIC MG and Guanzhi, which are now introducing SUVs to the local area, and even the resurrected Baowo, this plan is regarded as a broken path.

SAIC wants to revitalize MG in Europe by MG

The plan for Chinese auto brands to enter Europe has been around for a long time. As early as the 2005 Frankfurt Motor Show, Geely Automobile announced that it would aggressively attack the European market. However, to date, Chinese car companies have had extremely limited success in Europe. According to research firm JATODynamics, in 2014, SAIC's MG sold a total of 2,328 MG-brand cars in the UK, and the country is MG's only European market.

This situation is likely to change from 2016 onwards. MG is preparing to launch a new force, the MGGS MG Ruit compact SUV, into the UK, adding to the existing MG6 compact sedan and MG3 small hatchback product line. Matthew Cheyne, head of marketing and sales at MG Automotive, predicted that MGGS MG Ruiteng is expected to boost the brand's sales growth in continental Europe, and the plan was originally scheduled to advance in 2013 due to various reasons.

Paul Holmes, managing director of MG Automotive, which is responsible for Portuguese and Cyprus operations, said: "The product lineup of the three models is much more attractive." MG will enter two new markets in Portugal and Cyprus in 2017 and 2018 respectively. Paul Holmes believes that SUVs will be an attractive product and are expected to help consumers change their perception of the MG brand.

MG has always hoped to rely on the homeland of the United Kingdom to recover in the European continent. Before the bankruptcy of the MG Rover Group in 2005, the company was once the largest car manufacturer in the UK. After that, Rover was acquired by SAIC, and MG was swallowed by Nanqi and then transferred to SAIC. So far MG Automotive Headquarters is still in Longbridge, England.

Great Wall Betting Haval H6

Among all Chinese car companies, Great Wall Motor is one of the few companies that can set up factories in Europe. In late February 2012, the Great Wall Bulgaria plant opened and was officially put into operation in March. The plant was established by the Great Wall and local partner Litex Motors to import and sell the Great Wall parts in the form of KD (Knocked Down). The site is located in the village of Bahovitsa near Lovech, 150 km northeast of the Bulgarian capital Sofia. The project was launched in May 2009.

The number of employees in the initial factory was 150, and the capacity of the early full year was 8,000. After that, the total number of employees in the factory doubled to 2,000, and the production capacity was gradually increased to 50,000 units/year in two shifts. Later, it will further expand to three shifts to produce 71,000-72,000 units. /year.

Among the locally produced models, Great Wall originally planned the Coolbear sedan, the Florid sedan, the Voleex C10 mini sedan, the Steed/Wingle 5 pickup truck and the Hover/Haval SUV. The center of gravity has now shifted to the Haval H6 SUV, which is produced in line with the Feng Jun pickup, replacing the Lingao C10. A Great Wall spokesperson told the media: "We will concentrate on producing 4x4 models."

In 2014, Great Wall sold 518 cars in Italy in southern Europe, while sales in Bulgaria, Serbia, Macedonia and Romania totaled 800 vehicles. Then the Great Wall is also preparing to enter Greece and Eastern Europe Czech Republic and Poland.

Qoros: may sell a variety of SUVs in Europe

As a young Chinese local brand, Guanzhi has covered its target market overseas since its inception. In Eastern Europe, the “car center” of Slovakia became its first Europa mainland stronghold.

In March 2015, Qoros exhibited the Qoros 3City SUV at the Geneva Motor Show. This is the third product of the Guanzhi brand after the Guanzhi 3 compact sedan and the Guanzhi 3 hatchback, which is aimed at urban consumers, taking into account daily commuting and weekend leisure.

A spokesperson told the media that although Guanzhi had not yet confirmed the date of introduction of the 3D SUVs to Europe, it was considering selling the car to Slovakia. Slovakia is the first stop for the company to enter the European market. In 2014, it sold 40 Chess 3 cars. In 2015, the Qoros hatchback entered the market. At present, Qoros is negotiating with local distributor Autobinck to sell SUVs, including release date and price.

The new CEO, Phil Murtaugh, revealed that in the future, the company is also preparing to build a wagon/sports car and a larger SUV to attract European consumers. The company hopes that Europe will ultimately contribute 10% of its global sales.

Baowo: Beiqi Futian's European Dream

German veteran car brand Borgward announced its resurrection in March this year and was acquired by China Beiqi Foton in the middle of the year, attracting attention from all parties in the industry. This long-established brand went bankrupt as early as the 1960s. At this year's Frankfurt Motor Show, Baowo launched its first new BX7SUV in 54 years.

According to its resurrection plan, Baowo hopes to launch at least 5 new cars in the future. Following the launch of the BX7, Baowo will also introduce two smaller SUVs, a sedan and an MPV. These models will be put into production at the Beijing plant in early 2016, and the new car will target the Chinese and surrounding markets.

Baowo CEO Ulrich Walker said at the auto show that the company's medium-term sales target is 500,000 units.

The key point is design

So far, the performance of Chinese car companies in the European market can only be described as better than nothing. How to break the existing situation and open up a larger territory is already an important topic for some Chinese car companies that are trying to make progress and look at Europe.

Analysts believe that if Chinese auto companies want to succeed in Europe, they must fundamentally change the previously dull and mediocre design. Some experts said: "If you want to break into Europe, you need to come up with some works with higher rate of return. Car companies should dare to adopt designs that other colleagues have no courage to adopt."

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