Chery trusted Spain to assault the European market without tariffs. Europe has another opinion

Europe, China and cars. A bomb that, for now, has resulted in the imposition of tariffs on the electric car. The European objective is that Chinese manufacturers invest in Europe if they want to sell their electric cars at the price that pleases them. Chery thought that Spain would be his gateway to the market of our continent. The European Commission believes that it is not enough. “It’s not a good model”. The definition is by the Executive Vice President of the Commission for Prosperity and Industrial Strategy, Stéphane Séjourné. The Frenchman expressed in these terms collected by The newspaperwhile ensuring that relations between China and Europe are “in the midst of nowhere.” What is about the model that Chery has implemented in Barcelona, ​​a factory where, at least for the moment, only cars that previously arrive mounted from China are completed. It is the easiest way to put the label Made in Spain to a product that, in reality, has very little of Spanish. DKD. Or, what is the same, Direct Knock Down. This is what the way of working is called that Chery employ in Barcelona. In summary, cars arrive in semi -ado containers and the only thing that is done in Spain is to finish marrying the last parts as if they were the four large groups of pieces of a puzzle that, in reality, is made up of thousands of them. The process is so advanced that, in fact, cars in Barcelona are not even painted. The intention, in the future, is to jump to the CKD (Complete Knock Down), in which the pieces do not arrive welded or painted but do produce entirely in China. The cars produced under this system are the Ebro that, although rescue the name of a Spanish brand, They are actually entirely Chinese. “Low quality”. In his statements, Séjourné, has insisted that “a factory on the outskirts of Barcelona in which a car occurs with all Chinese components generates Low quality jobs And it does not suppose any added value for the European industry. “And he emphasizes:” The solution does not go on to maintain tariffs, but neither by a factory in Barcelona in which cars are assembled with all Chinese components. “ Although hard, the words of the vice president of the commission are not new in the car market. In fact, Chery had already received Europe’s notice that, working in this way would not free him from tariffs to his electric cars. At the moment, the Omoda 5 and Jaecoo 7 They continue to arrive from China but as they have combustion engines they are not taxed with tariffs. The electric omoda 5, however, is punished with a fee that in the case of Chery reaches 21% (which adds to 10% base for all cars from China, electric and non -electric). It is no accident that the company has delayed its incorporation to the Catalan plant without the confirmation of taking out its cars through the doors of the free zone without being punished with tariffs. “In nobody’s land”. As we said, Séjourné pointed out that negotiations between Europe and China are stopped. In his day, Europe taxed tariffs on Chinese electric cars but left the door open to those who take combustion engines, both pure and plug -in hybrids. This was seen as a hand tended to negotiation. Not imposing tariffs on this type of cars has allowed Chinese brands to have taken advantage of the entrance door of countries where cheaper cars are bought, such as Spain. In fact, Chery herself with just six cars in the market (distributed between Ebro, Omoda and Jaecoo) They already add more than 19,800 units In the first eight months of the year. And only three of those six cars have been selling the full year. That open door to a negotiation seemed to consolidate a few months ago. In April it was confirmed that Europe and China seemed willing to reach some kind of agreement between the two countries. The last thing we have known since then have been these last statements. They are not the only. What Europe wants is that Chinese manufacturers invest in our continent and generate business here. To skip those tariffs, everything indicates that companies have to assemble their cars in our soil but also generate a local industry that generates value through the Component provision. This way of acting by Chinese manufacturers is not something exclusive that they do in Europe. Byd is used very similarly in Thailand. But European manufacturers are also used in the same way in those markets that are veiled with tariffs, as happens in Algeria. Country that, tired of these practices, has already warned Renault that they will have to invest more money. Photo | Ebro In Xataka | That Chery has chosen Spain is not accidental: it may be its saving letter to the investigations of the European Commission

Chery believes that China can get the same quality as Europeans in half of time. And in Spain it is working

Speed ​​and adaptability. Those are two of the pillars on which Chery’s strategy is based on Europe. The company has broken into the Spanish market with force despite having a handful of models distributed among three different companies. Lilian Xiong, Vice President of Chery, explains why these Chinese brands have managed to advance so fast. “We need three or four years”. That is time, according to Xiong, those who need to build a car like omoda 9 “since we design the initial concept until we have the model.” Words pick them up Business Insider in an interview with the board. In it, he explains that his ability to adapt and speed are two of the great differences that exist with Europeans. And, in fact, The round trip between Europe and China It is a good example of how this is happening. While in Europe, Chinese cars do not stop gaining land, in China the western ones lose it by Not knowing how to adapt to the tastes of the local market. We know what they are talking about. As we explain when Xiaomi presented its novel interior For the Xiaomi Yu7, in Xataka We have had the opportunity to know the speed with which Chinese brands work. In informal talks, workers of these companies have explained that the proposals that in European groups would extend for years here apply it in a few months. We know that some cars have arrived in versions of preiest very little adjusted to what the Spanish public claims and shortly after they have presented themselves to the press and have put themselves in the concessionaires with the suspension and the refined direction. Components have even changed in the vehicle itself. Adaptation. That ability to adapt is another of the great advantages that Chinese cars are offering. Chery cars (omoda, Jaecoo and Ebro) are being refined in Europe to adapt to what the European public expects. Xiong points out that for that, its Barcelona plant is key since they did a previous job before confirming the landing. But not just them, Leapmotor is refining her cars in BaloccoAlfa Romeo’s house, to put cars that do not small suspensions and extraordinarily soft directions, as is the case in China. Also byd has proposed to do the same using Your Hungary plant and the new departments that Xpeng is opening in Germany They also point to that address. The software. Another key piece to attract the public is that cars begin to be defined by the software and not so much for the hardware. “Before producing a car was based on the assembly of pieces. Now they are much more important elements such as software, which will mark a great change in industry,” says Xiong in the interview. This, in a market where the car has increased and interior materials are no longer as luxurious as before, it is key. You just have to get on board the Omoda 5 To verify that the quality of its camera is much better than that of European rivals despite having a lower cost. Or what OMODA 9 equipment is very wide (Electric seats, heated and ventilated with massage, speakers integrated in the headrests, 14 speakers Sony equipment …) offering better impression than most of its rivals. It shows in the price. That approach of focusing on the software and not so much on the hardware, understood as the body and the vehicle’s chassis, is not unique to Chery. Specialists in riding and disassembling cars They already alerted Toyota a few months ago that his way of working was becoming obsolete. The problem is that the Japanese had taken an extreme care in Perfect even the unspeakable carspaying maximum attention to every detail. However, Byd or Tesla saved many pieces, kilos and money in their vehicles because they use greater number of plastic components instead of heavy metals. Without vibrations of the combustion engine, the dashboard parts were subjected to less stress. And also in time. All this allows them to reduce the price and increase the profit margin thanks to a less complex and faster production. Focusing “what is seen” more than in the bowels of the vehicle is a decision that is conquering the public. In what we have been, the Chery group has enrolled in Spain more than 11,000 cars, which places them at the same level as Opel and begin to approach Ford or Citroën. However, all of the above are marks settled while Omoda arrived with 2024 already startedJaecoo did not do the same until second half of the year and Ebro only has a handful of months Selling their cars in our country. And, above all, they have managed to add more than 11,000 registrations between January and May despite the fact that until the arrival of omoda 9 and the Ebro S800 They had more than three cars in the market (one for each of them) and they are still a newcomer company. So newcomer that, in fact, omoda is only three years behind. Photo | Omoda In Xataka | Family and friends keep asking me if “it is worth buying a Chinese car.” This is my answer

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