European expansion: by skills or principals?

The European bus electrification market is currently undergoing a period of rapid development and intense transformation.

By the first half of 2025, registrations of pure electric buses had reached 5,315, representing a 41% year-on-year increase. Chinese brands, with their robust supply chain and product strength, have become a significant force in this transformation, driving the industry forward alongside local European manufacturers.

Chinese brands, represented by Yutong and BYD, are winning the market through a comprehensive supply chain and technological innovation: Yutong leads with 852 registrations and a 16% market share, while BYD registered 519 vehicles, increasing its market share to 9.8%.

Chinese brands are leaders in electric vehicle technology and possess a deep accumulation of core new energy technologies. They offer outstanding battery life and range, a comprehensive product line that covers diverse scenarios and specifications, and a well-developed supply chain, offering significant advantages in cost control and supply chain efficiency. Overall, the advantages of Chinese brands primarily rely on technology and cost.

As a key representative of European local brands, MAN performed strongly in the first half of 2025, registering 708 electric buses and increasing its market share to 13.3%. Its Lion's City E series electric city buses have been on the market for six years and have a solid foundation in production reliability and safety design (e.g., UNECE R 66.02). Other European manufacturers such as Daimler (Mercedes-Benz), Solaris, and Volvo also hold a significant market share.

The advantages of European local brands primarily lie in: sophisticated craftsmanship and extensive experience in traditional vehicle manufacturing; a deep understanding of local regulations and culture; and established local supply chains and production lines. They have a strong brand reputation and strong customer relationships, generating high levels of trust. They also have a comprehensive and extensive after-sales service network, providing convenient offline support.

Market competition will intensify. As electrification accelerates, European local brands are expected to see their market share gradually increase after resolving supply chain and production delivery issues.

Technological competition extends across the entire lifecycle. European manufacturers are committed to building a comprehensive "technology + service" support system, for example, providing customers with one-stop electrification transformation services covering charging infrastructure construction, operational planning, and even total cost of ownership calculations. Future competition will extend beyond vehicle performance and range to areas such as battery life, total cost of ownership, and digital operations and maintenance services.

The success stories of countless Chinese brands overseas have proven that successful market expansion is the result of a combination of product strength, service ecosystem, and a long-term approach. Targeting the diverse needs of diverse global markets, we leverage tailored products to provide integrated new energy system solutions encompassing product, finance, services, and operations, ultimately fostering comprehensive competitiveness across product and service offerings.

The core of this approach lies in truly understanding a customer-centric localization strategy. From in-depth analysis of local regulations and standards to completing international product certifications, from improving vehicle reliability to enhancing environmental adaptability, understanding and meeting local needs is the starting point and benchmark for all actions.

We will be there when what we present is not a show, but our heart. That's the only thing that I know, and we did it.

https://www.yangtseauto.com/news/marcos-announced-the-revival-of-love-bus-85228187.html

As the Chinese saying goes, "He who wins people wins the world."