After generic brands, it’s time for premium brands! Chinese car groups that have invested in Europe in recent months, are preparing to move on to step 2 of their plan. Double your offer on the continent more luxurious, more technological and more expensive models, to better compete with German manufacturers: BMW, Mercedes-Benz and Audi in the leaders. A strategy that is not entirely new: Geely is teasing the arrival of its premium brand Zeekr for a few months, and that’s it, the first deliveries started in December! Nio, Aito, Ceres or even Xpeng also want to accelerate their deployment. But these are niche brands, independent manufacturers with less influence than Geely with Zeekr. Its real competitors are coming, and they’re strong: SAIC and BYD preparing for each launch of a new premium brand in Europe.

SAIC: After MG place in IM

The name may not mean anything to you, but behind SAIC, one of China’s largest state-owned automobile groups, there is the MG brand, which is multiplying its success in France. But it is located at an affordable entry level, facing the Dacia. Apart from the new Cyberster, which will appear soon, its models do not really claim to be high class. This is the essence of the offer to Europeans IM brand for “Intelligent Motors”. Established in 2020, it already offers four models in China, two SUVs and two sedans. SAIC has confirmed the upcoming launch of this brand in Europe, initially with L6 sedan (Tesla Model 3 competitor) and LS6 SUV (Tesla Model Y). Both will share engines (501 or 776 hp), batteries (up to 100 kW, i.e. +/- 700 kilometers of autonomy). IM Motors is expected to arrive by the end of the year.

BYD: Denza on the move

Faced with Zeekr and IM, BYD will not remain indifferent. This year, the manufacturer will also introduce its premium brand Denza. The feature of this brand is that it used to be a joint venture with Mercedes-Benz. That’s why BYD has surrounded itself with the best to offer a reliable premium alternative. Since 2022, BYD has become the majority shareholder, and its development may finally pick up. Three models will be offered. N8 is a large family SUV with 5 or 7 seats. N7, an SUV with more aerodynamic styling and visually very successful. And at last D9, a large “Japanese” minivan, such as Toyota Alphard or Nissan Elgrand. The latter will be the first on the market, ahead of the other two. There The Denza brand will be distributed in the same outlets as BYD, and this is from the end of 2024. Geely, SAIC, BYD: the premium race continues!

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