Which new brands in the Netherlands will make it, and which ones already have no chance? That was sorted out.
Anyone who is an avid fan of the Evening Show with Arjen Lubach is probably familiar with the game 'AI or Member of Parliament'. Where they show different photos and ask the question: is this a real MP or an AI-generated photo? We get that feeling when we look at the list of new, mainly Chinese brands. If we give you the brands Leapmotor, Changan, Zen Motors, Neta, HiPhi and Wey, which one do you think we just made up on the spot?
New brands
In other words: which of those brands that have just come in and either sells cars or plans to sell them here, will really make it? Well, there has Automotive Online research done. They list which brands are new and, based on financial figures, sales numbers, forecasts and more, it is determined whether the chance of success is high, reasonable, small or nil. This was already done in September 2023, now again in April 2024. Please note that the research is limited to EVs sold by the relevant brands.
Chance of success zero
The juice is of course which brands are labeled as 'nil', in other words, they will not survive according to this research. These are the brands (with the models to be sold in brackets):
- Chevrolet (Bolt EV and Equinox);
- e.Go (e.Wave
- Fisker (Ocean);
- HiPhi (HiPhi X, HiPhi Z);
- Neta (Neta GT).
A colorful mix. We now know the stories surrounding Fisker, but Chevrolet's big comeback is very disappointing. HiPhi is currently experiencing a Fisker-esque financial blow, putting their crossing into Europe on hold. Neta doesn't even have a dealer partner yet and it is eerily quiet around the brand new Chinese brand. The GT model intended for our market is also a coupe, not really a popular car type. e.Go was recently declared bankrupt for a second time and the chance of a restart is smaller than ever. Not a single car of all these brands is registered, except Fisker, where there are 45 cars. The chance of success for all five brands was still small in September 2023.
Small chance
Brands where the chance of success is still small, but present, is as follows. Brands with an asterisk indicate that the chance is small to reasonable.
- Changan (Qiyuan E7);
- Dongfeng (unknown);
- Exlantix (ES, ET);
- Hongqi (E-HS9);
- Leap motor* (T03);
- Lucid* (Air);
- Lynk & Co* (01);
- M-Hero (917);
- Ora* (Funky Cat);
- Rivian (R1T, R1S);
- Seres (3, 5, 7);
- Togg (unknown);
- VinFast* (VF6, VF7, VF8, VF9);
- Voyah (Dream, Free);
- Wey (VV7, Coffee 01).
Still quite a list. Most of these brands do have a dealer partner and are in good financial position, but their strategy in Europe still needs work. Please note that some brands do not always need our market, because they do score well in China.
Do score
Which brands should you keep an eye on? Where a combination of the ball that has already started rolling and good financial figures creates a winning recipe in the Netherlands? Well, that's a list of some fairly well-known brands:
- BYD (Tang, Han, Atto 3);
- Cupra (Born, Tavascan);
- MG (ZS, EHS, Marvel R, MG5, MG4);
- Omoda (Omoda E5).
A few outliers that we would like to sort out: well-known brands such as Lotus, Lancia and Polestar are labeled as 'reasonable' in terms of their chance of success. At Polestar this is disappointing compared to September 2023, when the chances were still reasonable to high. At Lotus the chance was small, but it is now reasonable, with 50 registered Eletre's and the Emeya on the way. Money is also not going to be a problem for a Geely brand. Lancia also has a reasonable chance with their Ypsilon. As a more frivolous alternative to a Corsa, this is also quite a nice option.
The brands JAC, Lightyear, Sono, GMC Hummer and Ineos have been removed. JAC due to lack of activity, Lightyear and Sono due to stopping building cars and Hummer and Ineos due to being too many niche brands.
You can read the entire study at Automotive Online, which is also a useful list for memorizing the brands. PS We invented Zen Motors.
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