Now that the tariffs are in place, I thought it would be interesting to post this piece about how American automakers are not really trying to innovate anymore compared to China.
I’d later learn that the auto show had more than 100 new model debuts and concepts. That’s a far cry from the Detroit Auto Show last September, which only featured one fully new model. Two other models were refreshed versions of current cars already on sale. None were electric.
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In China, the showroom floor was filled to the gills with new electrified models from every single domestic automaker. They all had something to prove, and by god, they were trying. There were hundreds of models on the floor from dozens of brands, most of them just as compelling as what I had seen the day before from Geely.
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The first stand I stumbled upon was Buick’s. It unveiled two GM Ultium-based concepts, the Electra L and Electra LT. It had also unveiled a PHEV version of its popular GL8 van. But where the hell was everyone? It was barely 10 a.m., on the first day of the Beijing Auto show; two concepts were just revealed sometime earlier that morning, yet there were only a handful of spectators at the Buick stand. There was no information on either concept. No one seemed to care.
I was embarrassed. Here I was in China, trying to empathize with Western brands, thinking they were being pushed out of China due to politics and things that were no fault of their own.
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In reality, it felt like it was the late 1980s again, when American manufacturers felt like they could sell whatever underdeveloped models its accounting department had cooked up to the public, and we’d just have to deal with it. Now that I’ve seen a glimpse of what’s going on in China, the Western manufacturers, particularly the American ones, don’t seem like they’re trying at all.
Instead of competing, they’d rather just shut out competition entirely. The concerns about cybersecurity don’t address the elephant in the room here: Your product sucks, compared to what China is putting out now. It doesn’t go as far. It’s not as well-made. It’s not as nice. It’s not as connected.
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If the U.S. and Europe get what they want—a crackdown on Chinese imports—it doesn’t feel like it would result in better cars. It feels like it would keep buyers of those markets locked to cars that aren’t executed as well. It’s nakedly protectionist because deep down, all of the Western auto executives and some hawkish China pundits understand that Chinese EV and PHEV models are more compelling than what European, other Asian, and American brands have come up with.