Chinese electric cars are affordable… but only in China. In Europe, the same models are sold for twice as much. And no, it's not just taxes, customs and transportation that's to blame. So - Chinese cars in Europe!
Chinese cars in Europe! Sometimes we are at our word Chinese car rolled our eyes, but today we observe electric cars on the road with respect Zeekrje, NIO-is and BYDs. But the excitement quickly fades when we see the prices. The models that the Chinese buy for the price of a new washing machine cost as much in Europe as a one-room apartment on the outskirts of Vienna. How is it possible that BYD Dolphin in China it costs a mere ¥116,800 (about €15,000), and in France it costs €28,990? That's almost +91 % difference – and it's not an isolated case. Chinese cars in Europe and why we Europeans pay such a high price?!
Chinese prices - European dreams - Chinese cars in Europe 82% more expensive.
Let's look at some concrete examples from the portal's analyses. CleanTechnica, Reuters and Licarco:
| Model (brand) | China price (¥) | European price (€) | Price increase (%) |
|---|---|---|---|
| BYD Dolphin (EV) | ¥116,800 | €28,990 (FR) | +91 % |
| MG ZS EV (SAIC) | ¥119,800 | €31,310 (DE) | +101 % |
| Zeekr X | ¥189,800 | €44,990 (DE) | +82 % |
| NIO ET7 | ¥428,000 | €81,900 (DE) | +52 % |
| BYD Atto 3 (Yuan Plus) | ¥147,800 | €38,000 (DE) | +85 % |
Interestingly, the differences are not uniform. The premium model NIO ET7 has a “only” 52 % higher price, while more affordable models such as the MG ZS EV or BYD Dolphin have up to +100 % mark-up.
Why such a difference? (Hint: it's not just because of taxes)
You might think: European taxes, 20 % VAT, 10 % import duty… all of this just raises the price. But calculations show that these costs only represent about 30 % final differences. What about the remainder?
1. Marketing strategy: Chinese manufacturers are no longer betting on Europe low cost image. They charge higher prices because they can. And because they want to. They target customers who don't want cheap, but good. Even if it's not necessarily better.
2. Artificially created premium image: High price = higher perception of quality. And since "if it's more expensive, it's probably better", this is psychologically less painful for the buyer.
3. A price war is raging in China: More than 100 electric vehicle manufacturers are fighting for buyers. Prices are artificially low due to subsidies and hyper-competition. They earn minimal or nothing on the domestic market. But in Europe... bingo.
4. Homologation and transport costs: Yes, those exist too. But the Zeekr X, which costs around €24,500 in China and almost €45,000 in Germany, can't be justified by the difference in shipping and paperwork alone.
What does this mean for European buyers?
We pay more – often twice as much – for the same product. With slightly different software, more security systems and customized specifications for the European market, but the basic platform remains the same. And yet, we buy them.
Why? Because despite the price increases Chinese models still cost less as the European competition. The Zeekr X is cheaper than the Mercedes EQA or Audi Q4 e-tron, but offers better equipment, more range and a futuristic cabin. That's why the European market share of Chinese brands is steadily increasing - by June 2024 they have already reached 11 % share on the electric vehicle market in the EU.
And what about Tesla, a brand that is also often made in China? Here the picture is quite different. According to the latest data (Reuters, Q1 2024) Tesla Model 3 RWD, produced in Shanghai, costs around in China ¥245,900 (approx 31.500 €), and in Germany the same version is sold for 42.990 €This means approximately +36 % higher price in Europe – which is significantly less aggressive than most Chinese brands.
So: when we compare Tesla with BYD or Zeekro, it becomes clear that the American manufacturer maintains a more transparent and uniform pricing policy, even on the European market. Which shows that the price jump not absolutely necessary – but it can be very profitable.
The biggest price increases for Chinese cars in Europe – Chinese cars in Europe
| Make and model | China | EU | Price increase (%) |
|---|---|---|---|
| MG ZS EV (SAIC) | ¥119,800 (~€15,400) | €31,310 (DE) | +101 % |
| BYD Dolphin | ¥116,800 (~€15,000) | €28,990 (FR) | +91 % |
| BYD Atto 3 (Yuan Plus) | ¥147,800 (~€19,000) | €38,000 (DE) | +85 % |
| Zeekr X | ¥189,800 (~€24,500) | €44,990 (DE) | +82 % |
| NIO ET7 | ¥428,000 (~€55,000) | €81,900 (DE) | +49 % |
| Tesla Model 3 | ¥245,900 (~€31,500) | €42,990 (DE) | +36 % |
MG: The undisputed king of price increases on European soil
In the great battle of electric newcomers from China, MG (owned by SAIC Motors) turns out to be the absolute winner... if we look at it solely through the prism of price increases. MG ZS EV is sold in Europe for more than twice its price in China – +101 % difference! This means that a European buyer pays a good €16,000 more than a buyer in Shanghai for practically the same car. This is the most aggressively priced car among all the brands analyzed.
Why such a difference? MG is not positioning itself as a low-cost challenger in the European market, but as “Affordable alternative” to European brands, where it can afford a tangible margin. This is contributed by a well-developed sales network, easy homologation and significant localization of models (e.g. more equipment in the standard offer, better infotainment, improved safety equipment).
It is also interesting that MG as a brand enjoys higher trust than other Chinese newcomers due to its historical presence in Europe (British roots) - which allows them to further "stick" the price and still sell successfully.
The exception is Tesla: the only one that plays fair.
And what about Tesla, a brand that is also often made in China? Here the picture is quite different. According to the latest data (Reuters, Q1 2024) Tesla Model 3 RWD, produced in Shanghai, costs around in China ¥245,900 (approx 31.500 €), and in Germany the same version is sold for 42.990 €This means approximately +36 % higher price in Europe – which is significantly less aggressive than most Chinese brands. Another proof that the Chinese set the price of a car according to the purchasing power of the market – and not the cost of imports.
Conclusion: China's "pay more because you can" strategy is clearly working
Despite almost doubling prices, Chinese cars are successfully conquering the European market. And while you would expect them to compete on price, manufacturers have opted for the opposite strategy: they create a sense of prestige by charging a higher price. They are playing the “smart luxury” card – a better price-performance ratio than their European competitors, but still with a nice added margin.
Models like the BYD Dolphin, Zeekr X and MG ZS EV are no longer “cheap Chinese” in the eyes of European buyers, but rather attractively priced high-tech challengers. Despite the +80 % difference. Irish buyers buy them, French ones finance them, and Germans import them as an alternative to Volkswagen, which has become too expensive for many.
So is the Chinese car still cheap? No. Is it competitive? Still yes. And if the trend continues, 2025 could be the year BYD overtakes Renault in the number of electric vehicles sold in the EU. Ironic, but also very true.
And the next time you hear “Chinese,” think of the 400 kW Zeekr, which costs more than a new Skoda Superb. The world is spinning faster than we think.
