Doing the Math Yields More Bad News for China's Auto Industry

Matt Posky
by Matt Posky

Over the past several years, the Chinese government embarked on an aggressive electric vehicle push, hoping to mitigate the nation’s severe air pollution, reduce its reliance on oil imports, and foster a high-tech manufacturing sector that could put the rest of the world to shame. The result of these efforts? Hundreds of new EV companies, propped up by Chinese subsidies and investors, with no real future.

While it was known that most of these startups would never make it to the finish line, estimates of their survivability rate has grown increasingly bleak. For a time, it was assumed that most would die out — leaving anywhere between 5 and 10 percent to reach the assembly phase. However, NIO Capital’s Ian Zhu posited that the number was likely closer to 1 percent last August.

China is now pulling back its support, with many believing the industrial bubble is about to pop. And they have the math to back it up.

Last month, the country’s Ministry of Finance announced that subsidies for pure battery electric cars with driving ranges at or above 400 kilometers (about 250 miles) will be cut by half, to just 25,000 yuan. Similarly, qualifying for any government assistance now requires a maximum range of at least 250 kilometers — 100 km more than previously deemed acceptable. The decision, while expected, resulted in dwindling shares for numerous EV companies, including big players like NIO.

Bloomberg recently conducted of an analysis of the situation, focusing primarily on EV demand vs the number of burgeoning Chinese companies currently vying for a shot at selling them. Sadly, the math doesn’t work out in favor of most prospective manufacturers.

From Bloomberg:

There are now 486 EV manufacturers registered in China, more than triple the number from two years ago. While sales of passenger EVs are projected to reach a record 1.6 million units this year, that’s likely not enough to keep all those assembly lines humming, prompting warnings that the ballooning EV market could burst and leave behind only a few survivors.

“We are going to see great waves sweeping away sand in the EV industry,” said Thomas Fang, a partner and strategy consultant at Roland Berger in Shanghai. “It is a critical moment that will decide life or death for EV startups.”

Chinese startups, which have accumulated billions from the government, interested businesses, and private investors, are promising a collective capacity of at least 3.9 million vehicles a year — a figure that does not account for what established automakers are planning in other parts of the world.

Unfortunately, EV sales only make up about 4 percent of overall passenger vehicle sales of 23.7 million units, according to the China Association of Automobile Manufacturers. China had hoped that annual sales of alternative-energy vehicles would reach 7 million units by 2025. That now seems terribly ambitious, even if everything progresses smoothly.

Most investors stand to lose money and people will lose jobs as the vast majority of these companies start going under. That’s likely to inject further uncertainty into China’s suddenly stagnating auto market. The country’s economy is showing signs of slowing, with traditional auto sales falling for their 10th consecutive month in March — despite assumptions that the region would continue as a growth market for carmakers.

[Image: Xujun/Shutterstock]

Matt Posky
Matt Posky

A staunch consumer advocate tracking industry trends and regulation. Before joining TTAC, Matt spent a decade working for marketing and research firms based in NYC. Clients included several of the world’s largest automakers, global tire brands, and aftermarket part suppliers. Dissatisfied with the corporate world and resentful of having to wear suits everyday, he pivoted to writing about cars. Since then, that man has become an ardent supporter of the right-to-repair movement, been interviewed on the auto industry by national radio broadcasts, driven more rental cars than anyone ever should, participated in amateur rallying events, and received the requisite minimum training as sanctioned by the SCCA. Handy with a wrench, Matt grew up surrounded by Detroit auto workers and managed to get a pizza delivery job before he was legally eligible. He later found himself driving box trucks through Manhattan, guaranteeing future sympathy for actual truckers. He continues to conduct research pertaining to the automotive sector as an independent contractor and has since moved back to his native Michigan, closer to where the cars are born. A contrarian, Matt claims to prefer understeer — stating that front and all-wheel drive vehicles cater best to his driving style.

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  • Thornmark Thornmark on Apr 16, 2019

    If you build it they will come. Not. "Gasoline engines will soon be rendered obsolete." Thomas A. Edison, 1910 "Prices on electric cars will continue to drop until they're within reach of the average family." 'The Washington Post', 1915

  • HotPotato HotPotato on Apr 17, 2019

    Many of these manufacturers aren't putting out "cars" so much as glorified golf carts. That's cool if your goal is just to get your country on wheels --- a modern version of the famous Flying Pigeon bicycle. But China is trying to move up in the world --- and end the problem of utterly duplicative, low-volume, low-quality manufacturers (not just of EV's!) popping up like mushrooms anywhere a local official wants to cut a ribbon and brag about bringing industry to town.

  • Redapple2 Love the wheels
  • Redapple2 Good luck to them. They used to make great cars. 510. 240Z, Sentra SE-R. Maxima. Frontier.
  • Joe65688619 Under Ghosn they went through the same short-term bottom-line thinking that GM did in the 80s/90s, and they have not recovered say, to their heyday in the 50s and 60s in terms of market share and innovation. Poor design decisions (a CVT in their front-wheel drive "4-Door Sports Car", model overlap in a poorly performing segment (they never needed the Altima AND the Maxima...what they needed was one vehicle with different drivetrain, including hybrid, to compete with the Accord/Camry, and decontenting their vehicles: My 2012 QX56 (I know, not a Nissan, but the same holds for the Armada) had power rear windows in the cargo area that could vent, a glass hatch on the back door that could be opened separate from the whole liftgate (in such a tall vehicle, kinda essential if you have it in a garage and want to load the trunk without having to open the garage door to make room for the lift gate), a nice driver's side folding armrest, and a few other quality-of-life details absent from my 2018 QX80. In a competitive market this attention to detai is can be the differentiator that sell cars. Now they are caught in the middle of the market, competing more with Hyundai and Kia and selling discounted vehicles near the same price points, but losing money on them. They invested also invested a lot in niche platforms. The Leaf was one of the first full EVs, but never really evolved. They misjudged the market - luxury EVs are selling, small budget models not so much. Variable compression engines offering little in terms of real-world power or tech, let a lot of complexity that is leading to higher failure rates. Aside from the Z and GT-R (low volume models), not much forced induction (whether your a fan or not, look at what Honda did with the CR-V and Acura RDX - same chassis, slap a turbo on it, make it nicer inside, and now you can sell it as a semi-premium brand with higher markup). That said, I do believe they retain the technical and engineering capability to do far better. About time management realized they need to make smarter investments and understand their markets better.
  • Kwik_Shift_Pro4X Off-road fluff on vehicles that should not be off road needs to die.
  • Kwik_Shift_Pro4X Saw this posted on social media; “Just bought a 2023 Tundra with the 14" screen. Let my son borrow it for the afternoon, he connected his phone to listen to his iTunes.The next day my insurance company raised my rates and added my son to my policy. The email said that a private company showed that my son drove the vehicle. He already had his own vehicle that he was insuring.My insurance company demanded he give all his insurance info and some private info for proof. He declined for privacy reasons and my insurance cancelled my policy.These new vehicles with their tech are on condition that we give up our privacy to enter their world. It's not worth it people.”
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