比亚迪和MG正在德国大规模扩张其经销商网络

欧洲并购与投资02-13

比亚迪和MG正在德国大规模扩张其经销商网络图片来源：IMAGO中国汽车制造商正在进军德国市场。中国品牌比亚迪（BYD）与名爵（MG）的两家德国子公司计划大幅扩张其在德国的销售网络。比亚迪计划到今年年底将其销售合作伙伴数量几乎翻一番，增至350家。名爵则表示，计划将销售网点扩展到约70处，总数达230家，中期目标约为250家。这样一来，这些企业将成为德国汽车市场中一个具有分量的品牌——至少是初步如此...

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href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20260213161036a49fdeed&s=b><strong>欧洲并购与投资</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>比亚迪和MG正在德国大规模扩张其经销商网络图片来源：IMAGO中国汽车制造商正在进军德国市场。中国品牌比亚迪（BYD）与名爵（MG）的两家德国子公司计划大幅扩张其在德国的销售网络。比亚迪计划到今年年底将其销售合作伙伴数量几乎翻一番，增至350家。名爵则表示，计划将销售网点扩展到约70处，总数达230家，中期目标约为250家。这样一来，这些企业将成为德国汽车市场中一个具有分量的品牌——至少是初步如此...</p>\n\n<a 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Kranich指出：“当经销商网络达到约250个网点时，就可以说在德国具备了足以大幅提升销量的临界规模。”汽车制造商特别关注私人客户。比亚迪与名爵今年的目标是：任何潜在客户前往最近网点的车程都不得超过20分钟。同名分析与咨询公司的Matthias Schmidt表示：“中国制造商在德国尤其对私人购车者市场具有潜力。这一细分市场虽在国际上规模可观，但竞争亦十分激烈。”据Kranich称，为实现目标，中国品牌正采取积极的增长战略。到今年年底，比亚迪与名爵将以财务优惠和特殊利益吸引潜在经销商。“汽车经销商若要将新品牌纳入产品组合，通常需要投入相当可观的资金，”Kranich解释道。因为制造商期望经销商能在当地进行品牌推广，例如使用展架、旗帜及品牌标识牌——行业术语称为企业形象（CI）。为了吸引更多德国私人客户，比亚迪与名爵计划在今年为经销商提供品牌推广方面为支持。比亚迪德国负责人拉斯·比亚尔科夫斯基表示：“经销商只需投入约4万欧元或更少的相对小额资金，即可获得我们提供的企业形象元素，并立即使用临时企业形象开展销售。”名爵德国公司为经销商提供额外补贴，以确保展厅的内部装饰符合品牌形象。该公司经销商网络负责人Axel Blazejak表示：\"今年的补贴金额将根据各合作伙伴的销售额确定。销售额越高，获得的补贴就越多。\"比亚迪计划到今年年底新车注册量比2025年翻一番以上，目标为5万辆。名爵德国销售总监Oliver Rittierodt表示：“我们今年的目标是达到3万辆，并取得略高于1%的市场份额。”根据德国联邦机动车运输管理局（KBA）数据，比亚迪去年新车注册量略高于2.3万辆，名爵约为2.65万辆。然而，新车注册量中有很大一部分属于所谓的“战术性注册”。这类注册由制造商、经销商、汽车租赁公司或汽车共享服务公司完成，而非私人消费者。而中国品牌如今正着力争取这一群体。比亚尔科夫斯基表示：“我们正力求尽快进入大众市场，因此迅速扩大销售网络对我们至关重要。”为了扩大影响力，这些新兴品牌还打算利用部分汽车经销商中普遍存在的不安情绪。咨询顾问Philipp Kranich指出：\"我们在经销商市场上观察到整合阶段已持续一段时间。小型企业不断消失或被收购，这让许多人心生忧虑。中国供应商正利用这一态势，不仅与大型连锁经销商建立合作，还有针对性地接触小型车行。据名爵称，去年将该品牌纳入产品组合的经销商中，约半数此前仅代理单一品牌。然而，潜在客户对中国品牌仍持观望态度。根据德国汽车信托公司（DAT）最新报告，约四分之三的消费者对其质量存有疑虑。77%的受访者表示仍倾向选择成熟汽车品牌，并相信这些品牌能够应对来自中国品牌的竞争。与此同时，代理模式在德国汽车集团中日益普及。在这一模式下，汽车经销商转变为中介角色，赚取佣金，而不再从制造商处采购车辆并转售终端客户。梅赛德斯-奔驰已采用代理模式，宝马计划明年引入。“佣金明显低于传统的经销商利润空间。\"据Kranich称，中国品牌正在利用这一转变。比亚迪完全沿用传统的经销商模式。尽管名爵在德国最初以代理模式销售纯电动车和插电式混合动力车，但到今年年底，随着经销网络扩张，该公司也将同时转回传统的经销商合同模式。免责声明：本文通过参考公众媒体内容，整理、翻译、编辑而成，仅供读者参考。文中的观点和内容不具有任何指导作用，对读者不构成任何项目建议或承诺！如果本文不慎侵犯您的权益，请与我们联系，我们将及时处理。往期推荐 CERTANIA收购MPR China Certification，茵创担任卖方顾问 东方雨虹旗下卧牛山节能集团收购盛亚国际，茵创担任卖方财务顾问 玫德集团并购波兰百年企业EE，茵创国际担任买方顾问 电池制造商ACC彻底放弃在德国和意大利建设大型工厂的计划","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"1","news_tag":"corporation","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":0,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; 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