Chinese auto executives warn of risks in overseas expansion

Industry experts and executives are raising concerns regarding the rapid overseas expansion of Chinese automotive brands. Analysts suggest that the primary challenge for these companies lies not in initial sales, but in maintaining long-term after-sales services, spare parts supply, and service networks.

In Thailand, the difficulties of inadequate support have become evident. Reports indicate that over 220 Thai consumers filed complaints regarding a specific Chinese electric vehicle brand, even as approximately 25,000 vehicles from that brand remained in circulation. The parent company of that brand has since filed for bankruptcy in China.

Li Yunfei, Director of Brand and Public Relations at BYD, previously suggested that companies struggling in the domestic market should reconsider aggressive international expansion. He proposed that the state establish export thresholds for Chinese automotive brands to prevent underperforming companies from damaging the collective reputation of the industry abroad.