Two Hundred Thousand Is The Easy Part
Download as PDF On 7 October 2026 Porsche presented its new strategy Sportwagenschmiede ’35 at its Capital Markets Day: a mid-term group return on sales of 10 to 15%, revenue of €41 to 45bn and a break-even below 200,000 cars. We have run the plan against Porsche’s own reporting. Six findings matter. Price has already […]
Why China Buys Chinese
Download as PDF Introduction For four decades, the Chinese market rewarded the German premium brands more reliably than any other. It absorbed their volume, paid their price premium, and treated the badge as the product. Between 2020 and 2026 that arrangement ended. Chinese brands now take seven of every ten passenger cars sold, the three […]
The other IAA
Download as PDF For the automotive industry, the letters IAA used to mean a motor show in Germany. From 2028, they will mean market access. The Industrial Accelerator Act (IAA), proposed by the European Commission on 4 March 2026, converts a large share of the European new-car market into a conditional market: public procurement and […]
Eight Thousand Is The Easy Part
Download as PDF On 29 July 2026 BMW announced the largest structural personnel programme in its history: approximately 8,000 positions worldwide by the end of 2027, without compulsory redundancies. We have modelled it from the company’s own reporting. What BMW’s structural personnel programme is worth, what it will cost, when it pays back, and why […]
Fumbling for Footing: Why Chinese OEMs Face Barriers In The German Market And How To Overcome Them
Download as PDF Starting in the early 2020s, several Chinese Original Equipment Manufacturers (COEMs) launched an ambitious initiative to penetrate the European automotive market, with Germany as a primary focus. Germany, renowned as one of the world’s most sophisticated and competitive automotive markets, represents more than a geographic expansion; it is a rigorous test of […]
From Underdogs to Market Leaders: What Chinese OEMs Can Learn Today from Japanese Carmakers Conquering Germany in the 1970s-1990s
Download as PDF Chinese car manufacturers are trying to gain a foothold in the German market. This proves to be a difficult endeavour, yet the story sounds familiar: In the 1960s, Japanese carmakers also faced a tough road breaking into West Germany’s car market. Yet by 1990 they had become a significant presence. Initially hampered […]
Overcoming Brand Perception Challenges through Strategic Communication
Challenge:A leading Chinese OEM was ready to expand its operations in Germany but faced significant hurdles in terms of brand perception. Despite offering innovative vehicles, the manufacturer struggled with a negative perception of Chinese-made products, which many German consumers associated with lower quality. Additionally, the company had minimal brand recognition, which posed a challenge in […]
Establishing a National Sales Company (NSC) to Accelerate Market Entry
Challenge:A prominent Chinese automotive manufacturer sought to penetrate the German market, aiming to quickly build a robust distribution network and enhance brand visibility. However, the company faced significant obstacles, including a lack of local market knowledge, regulatory complexities, and a highly competitive landscape dominated by established European brands. Objective:The client needed a strategic solution that […]
Many automotive OEMs‘ strategies are failing. Here’s why.
Drafting a robust strategy often captures the spotlight in business planning. Surprisingly, the downfall of most strategies isn’t in their design but in their execution. Why is that? 1. Lack of Clarity and Communication.A strategy can only take flight if those responsible for its implementation grasp its nuances. A common pitfall is the failure to […]
What Automotive OEMs & Suppliers Get Wrong About Supply Chain Resilience – And How to Get It Right
In today’s global economy, automotive OEMs and suppliers face heightened vulnerability to supply chain disruptions, from semiconductor shortages to shipping and logistics challenges. Traditional supply chain management practices, lacking in flexibility and adaptability, often lead to production halts, increased costs, and a weaker competitive stance. Key Insights for Enhanced Supply Chain Resilience: By implementing these […]
