Formerly their product quality was critical, nowadays it is at least equal to European manufacturers. Moreover, from a technological perspective, they are rising stars.

If we focus on the retail strategy of Chinese OEMs, there is a notable difference compared to established OEMs: the focus is much more on the brand and the community than the vehicle itself.

A good example is NIO , a visit to the NIO House in Berlin brings a new experience on Automotive Retail to life.

How does the retail strategy of Chinese OEMs in Europe differentiate itself compared to established OEMs:

The brand becomes an experience at a central and attractive location in a high-density area.
Everyone is welcome and invited; also, if you are (primarily) not interested in acquiring a car.

Individuals can meet, connect, and exchange with each other.
Showrooms become spaces for gathering, co-working, hospitality, art, and entertainment. Vehicles are a minor part of the total experience.
Salespeople become brand experts and show proactive passion for the brand and digital competence.
After-sales activities are completely separated and show proactive passion for technical support and digital services.

Will it be a trend or a definitive new approach to automotive retail? Established OEMs could be forced to significantly reinvent their retail strategies and showroom concepts.