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1. Connected car service
assessment of Chinese
automakers in Europe
www.netscribes.com | 2024

2. 2
Contents
Connected Car Service Assessment of Chinese Automakers in Europe
1. Market Presence of Chinese Automakers in Europe
Chinese Automakers in Europe
Strategic Focus of Chinese Brands
Pricing Analysis of Chinese EVs
2. Vehicle Connec�vity: A Promising Arena for Chinese Brands
How Domes�c Demand Develops Exper�se of Chinese Brands?
Compe��ve Benchmark of Connected Services
3. Connected Services Deep Dive by OEM
NIO
4. Extended Scope of the Research Study

3. Market Presence of
Chinese Automakers in
Europe

4. 4
Overview: Chinese Automakers in Europe
Connected Car Service Assessment of Chinese Automakers in Europe
Chinese automakers are witnessing significant growth in Europe, making it an a�rac�ve opportunity for expansion
beyond their domes�c market
Source: Netscribes Analysis
9%
9%
E U R O P E : PA S S E N G E R C A R D Y N A M I C S
11,958
14,136
13,292
10,500
11,000
11,500
12,000
12,500
13,000
13,500
14,000
14,500
2020 2021 2022
Total Passenger Car Sales (‘000 units)
Chinese automakers are rapidly gaining trac�on in the European market, evident in 2022. Despite the overall market contrac�ng by
around 6% in 2022, sales by Chinese automakers surged by 3X. The key driver behind this growth is their offering of new-age
vehicles, especially electric vehicles (EVs), with unconven�onal designs and advanced features at compe��ve prices. Moreover,
substan�al growth is an�cipated in the year 2023*. For instance, in the first 7 months of 2023, Western Europe alone recorded more
than 180 thousand units in sales from Chinese automakers.
Passenger Car Sales by Chinese Brands (‘000 units)
0.1%
0.4%
1.3%
0%
1%
2%
3%
2020 2021 2022
Total Market Share of Chinese Brands (%)
Key Chinese Automakers in Europe
*The analysis considers the EU, EFTA, and UK as part of Europe. Also, the data for the year 2023 have not been officially announced during the study.
11.96
56.54
172.80
0
50
100
150
200
2020 2021 2022
~14X
Largest Group Leading Brand
L E A D I N G G R O U P S
MG holds the largest
market share among
Chinese brands in
Europe, contributing
significantly to SAIC
G R O W T H C E N T R I C G R O U P
K E Y E V B R A N D S

5. 5
Europe: Strategic Focus of Chinese Brands
Connected Car Service Assessment of Chinese Automakers in Europe
Chinese brands are witnessing significant growth, with their market share expected to increase to around 5% in 2024
from approximately 3% in 2023. Projec�ons indicate that by 2030, Chinese brands could comprise over 20%.
Percep�ons of Chinese Brands Among European Customers in 2023 How Chinese Automakers are Naviga�ng the European Market
51% expressed that there is no likelihood that they will purchase a
Chinese vehicle in the future
42% indicated that China is their least preferred country of origin for
their next vehicle
37% among the consumers who least prefer Chinese cars, state that
their preference is influenced by the percep�on of low quality
K E Y T A K E A W A Y S
Currently, a significant por�on of consumers exhibit reluctance towards
Chinese-labeled vehicle brands, largely a�ributed to a perceived low-quality
image. Consequently, Chinese brands are strategically focusing on capturing
the a�en�on of young customers by introducing technologically advanced EVs
tailored to appeal to this demographic.
Focusing on the EV Segment
Zero emission targets: Europe to ban internal combus�on engine (ICE) vehicles by
2035, crea�ng significant opportuni�es for Chinese automakers
EV technology exper�se: Chinese OEMs possess a compe��ve edge in delivering
sophis�cated EV technologies to the market
Source: GfK (n=507) and Netscribes Analysis
Aligning EV Designs with Global Standards
Counter “Made in China” percep�on: Chinese brands have taken measures to
develop EV designs that adhere to global standards to counter the percep�on of low-
quality vehicles
Surprising blind test results: In blind tes�ng, 85% of respondents mistakenly
iden�fied a Chinese model as being from Europe, North America, Japan, or South
Korea

6. 6
Europe: Pricing Analysis of Chinese EVs
Connected Car Service Assessment of Chinese Automakers in Europe
Chinese EVs have rela�vely lower prices, coupled with compe��ve specifica�ons compared to European counterparts
Source: Netscribes Analysis
USD
40,000
USD
70,000
Average EV Price by European Country
USD 55,000
USD 44,000
Germany
USD 62,700
Norway
USD 64,000
Norway
Europe
USD 61,000
Average EV Price by OEM
P
R
I
C
E
I
N
U
S
D
B R A N D (Country of Origin)
< USD 40,000
USD 40,000
to
USD 70,000
USD 70,000
to
USD 110,000
> USD
110,000
MG (Chinese) NIO (Chinese) POLESTAR (Chinese) VOLKSWAGEN (German) MERCEDES (German)
MG 4 MG 5 MG ZS EV
MG MARVEL R Polestar 2
Polestar 3
eT5 Touring eL6
eT5
eT7 eL7
E-Up!
The ID.3 The ID.4 The ID.5 The ID.7
EQE SUV EQS SUV
EQS
Limousinen
EQE Limousinen
EQA EQB
In Germany, the average EV price is significantly lower than the European
average. Moreover, Chinese brands are presenting high-quality EVs at
competitive prices as compared to their German counterparts.

7. Vehicle Connec�vity:
A Promising Arena for
Chinese Brands

8. 8
Domes�c Demand Develops Exper�se of Chinese Brands
Connected Car Service Assessment of Chinese Automakers in Europe
Chinese automakers have developed technological exper�se in connected services, driven by consumer demand in
their domes�c market. This posi�ons them with a compe��ve advantage over other rivals in the European market.
Source: McKinsey (n=968), PwC (n=1,000), and Netscribes Analysis
Consumer Dynamics: Germany vs China
Extremely likely to purchase
connec�vity features
Willingness to switch OEM
for be�er connec�vity
60%
55%
40%
39%
G E R M A N Y C H I N A
Which specific categories of connected services
hold par�cular significance for consumers?
93%
96%
80%
78%
69%
Naviga�on
Safety
On-demand car func�ons
Mirror smartphone in car
Infotainment/Entertainment
Vehicle management
Lifestyle and comfort
Chinese consumers exhibit a
higher inclination to purchase
connectivity features and
display a greater willingness to
switch brands for enhanced
connectivity, in contrast to
German consumers
In Germany, consumers prioritize navigation and safety features when
considering their preferences for connected services
In addition to navigation and safety features, Chinese consumers prefer
on-demand car functions and vehicle management services

9. 9
Connected Service Compe��ve Benchmark: Nio vs Volkswagen (1/4)
Connected Car Service Assessment of Chinese Automakers in Europe
The benchmark evaluates the connected services provided by Nio in its na�ve country, China, as opposed to its
offerings in Germany. It also compares these services with Volkswagen's offerings in its home country, Germany.
Source: Netscribes Analysis
D I M E N S I O N F E A T U R E
N I O V O L K S W A G E N
China Germany
Mobility
Vehicle Tracking
Vehicle Loca�on Sharing
Remote Horn Access
Remote Charge Port Control
Remote Parking
Remote Access and Start
Connected Naviga�on
Real Time Traffic and Condi�ons
Global Maps
Remote Climate
Smart Infrastructure (V2I)
Gaming Karaoke

10. 10
Connected Service Compe��ve Benchmark: Nio vs Volkswagen (2/4)
Connected Car Service Assessment of Chinese Automakers in Europe
The benchmark evaluates the connected services provided by Nio in its na�ve country, China, as opposed to its
offerings in Germany. It also compares these services with Volkswagen's offerings in its home country, Germany.
Source: Netscribes Analysis
D I M E N S I O N F E A T U R E
N I O V O L K S W A G E N
China Germany
Gaming Integra�on of Third-party Gaming Pla�orms
Health
Integra�on of Social Media Channels
Emergency Call/No�fica�on
Panic Bu�on
Remote Air Purifier
Online Remote Update
Remote Monitoring
Remote Fuel/Ba�ery Level Informa�on
Remote Air Status
Work
Fleet Management
Mul� Device Integra�on
Voice Assistant Integra�on

11. 11
Connected Service Compe��ve Benchmark: Nio vs Volkswagen (3/4)
Connected Car Service Assessment of Chinese Automakers in Europe
The benchmark evaluates the connected services provided by Nio in its na�ve country, China, as opposed to its
offerings in Germany. It also compares these services with Volkswagen's offerings in its home country, Germany.
Source: Netscribes Analysis
D I M E N S I O N F E A T U R E
N I O V O L K S W A G E N
China Germany
Shopping
Remote Charging Scheduler
Maintainance Scheduler
Financials Integrated payment
Entertainment
App Store
Entertainment/ Streaming Services
Android Auto/ Apple car play
Gesture Control
Wi-Fi Hotspot
VR-features
Local Weather App
Energy
Reverse Charging (Vehicle-2-Grid)
Intelligent Charging

12. 12
Connected Service Compe��ve Benchmark: Nio vs Volkswagen (4/4)
Connected Car Service Assessment of Chinese Automakers in Europe
The benchmark evaluates the connected services provided by Nio in its na�ve country, China, as opposed to its
offerings in Germany. It also compares these services with Volkswagen's offerings in its home country, Germany.
Source: Netscribes Analysis
D I M E N S I O N F E A T U R E
N I O V O L K S W A G E N
China Germany
Energy
Remote Charging
Remote Lights
POI Locator
Enablers
OTA Capability
Cloud Pla�orm
AI Pla�orm
Personaliza�on of Vehicle and Se�ngs
T O T A L * 3 6 2 2 3 1
*Netscribes has analyzed a total of 63 connected features offered by OEMs globally, categorized across various dimensions/categories.
K E Y T A K E A W A Y S
In terms of capabili�es origina�ng from their respec�ve home countries, the Chinese brand Nio surpasses Volkswagen. Nio has already commercialized advanced features
like Smart Infrastructure (V2I), reverse charging (vehicle-to-grid), and cloud and AI pla�orms in China (country of origin), whereas Volkswagen is not offering these
features in its domes�c market (Germany). Furthermore, Nio provides dis�nc�ve features such as karaoke and virtual reality (VR) func�onali�es in China, features that
Volkswagen does not offer in Germany.

13. Connected Services:
Deep Dive by OEM