Analysis: Chinese makers will have to contend with buyer wariness, a lack of brand image, trade protectionism and rapid outdatedness.
From RTÉ Radio 1's Today with Claire Byrne, RTÉ Business journalist Adam Maguire on Chinese cars on Irish roads Memories of Japan's involvement in the second world war were also fresh in buyer's minds, who were slow to forgive a nation that launched the Pearl Harbour attacks. However, by constantly focusing on a reliable, relatively cheap and increasingly stylish product, Japan slowly turned this around to become the automotive powerhouse of the 1990s and 2000s.
Yet, even after buying up western brands, Chinese automakers have proven unable to buy loyalty from existing customers of brands like BMW, Porsche, Ferrari and Ford. For these buyers, the history of the brand in terms of known reliability and even things like motor sport success is something that Chinese makers, like the Japanese, will have to build up over time.
Existing manufacturers also have a legacy of reliability that buyers have experienced for themselves, giving a huge brand loyalty benefit. Add to this a lack of an established dealer network outside of China and you see how Chinese makers struggle against the established competition.
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