Global buyers prefer German e-car manufacturers, showing loyalty even beyond national borders.
German Electric Vehicle Brands Outperform Competition in Quality, Global Surveys Reveal
According to a recent survey commissioned by consulting firm BearingPoint, German manufacturers lead the pack in the quality of their electric vehicles, even in international markets. The survey, which was conducted in the United States, China, France, and Germany, found that German brands are more trusted in terms of quality in each of the four markets.
Manuel Schuler, global automotive lead at BearingPoint, commented on the results, stating that the firm was surprised to find that German manufacturers were so far ahead. In terms of trust in quality, German brands led by three to seven percentage points over their closest competitors. When asked to what extent they trusted the quality of various electric vehicle brands, respondents could indicate that they trusted completely, somewhat, or not at all.
Individual brands performed somewhat differently, with Chinese automaker BYD holding the top spot in China. However, Mercedes-Benz, BMW, VW, and Porsche were close behind, with ratings that significantly outperformed other Chinese brands and Tesla. In the United States, Honda led the way in terms of quality, followed closely by Mercedes and BMW. In France and Germany, Mercedes and BMW, or Mercedes and Audi, were the top choices among consumers.
The findings show that consumer perception of quality varies greatly depending on the country. For example, BYD ranked last out of the twelve brands surveyed in France and was in tenth place in Germany. Schuler explained that Chinese manufacturers are technologically strong but lack trust among consumers outside their home market. He suggested that this lack of trust may be due to concerns about the longevity of Chinese manufacturers, uncertainty about service and repair options, and data protection issues.
In Germany, the market share of Chinese manufacturers remains low, with none of them reaching even one percent market share in the first four months of the year. Schuler stated that the strong brand image of German manufacturers, which has been built up over decades, gives them a certain advantage in the competition with Chinese challengers.
The survey was based on online interviews with around 2,000 respondents in each of the four countries and was conducted in December and January. The survey revealed that German electric vehicle brands benefit from a historical reputation, strong brand trust, and a competitive edge to maintain a higher quality perception compared to other countries. While individual brands may perform well in specific markets, German brands consistently rank high in terms of quality perception across all surveyed countries.
- Despite Chinese automaker BYD's leadership in China, German brands such as Mercedes-Benz, BMW, VW, and Porsche significantly outperformed other Chinese brands and Tesla in terms of quality trust.
- In the finance sector, German brands also maintain a strong position, as the survey revealed that they benefit from a historical reputation and strong brand trust that gives them a competitive edge.
- The findings also highlighted the importance of technology in the automotive industry, with Chinese manufacturers being technologically strong yet lacking trust among consumers outside their home market due to concerns about longevity, service and repair options, and data protection issues.
