According to a report by Mitteldeutscher Rundfunk (MDR), Beatrix Keim, director of the Center for Automotive Research (CAR) in Duisburg, Germany, stated that German automakers are actively adjusting their product and technology strategies, which is expected to further enhance their competitiveness in the Chinese market.

In recent years, German automakers have faced overall sales pressure in the Chinese market. Keim pointed out that following the end of the COVID-19 pandemic, the pace of development in the Chinese automotive market—particularly in the areas of electrification, intelligent features, and digitalization—has exceeded the expectations of German automakers. Currently, Chinese consumers’ demand for smart cockpits, digital experiences, and new energy technologies is significantly higher than in the European market.

To adapt to these market changes, German brands such as BMW, Mercedes-Benz, Volkswagen, Audi, and Porsche are continuously increasing their investment in localized R&D and launching more new models tailored to the needs of Chinese consumers. These models will be introduced to the market one after another this year, and their market performance is worth watching.

Kaim noted that German automakers are actively incorporating innovative practices from the Chinese market and developing products centered on local consumer needs. Although whether these new models will translate into sales growth remains to be seen, the overall trend is encouraging.

She believes there are distinct differences between Chinese and European consumers in terms of automotive needs. Chinese consumers place greater emphasis on smart features, digitalization, and comfort, expecting vehicles to offer rich voice interaction, entertainment, and digital services. As urban commuting times increase, cars are gradually becoming a “third living space” after home and the workplace, and the importance of smart cockpits continues to rise.

In contrast, European consumers place greater emphasis on the driving experience and vehicle handling performance, with more pronounced demands for physical buttons, chassis tuning, and long-distance driving comfort. Therefore, differentiated product development tailored to different markets has become a key strategy for German automakers to enhance their global competitiveness.