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as chinese electric vehicles go overseas, europe, the world's second largest electric vehicle market, is a market that cannot be avoided. an analysis article by the financial times of the united kingdom pointed out that germany is the heart of the world's automobile industry and an important choice for chinese automakers to seek sales growth points overseas. as leaders in the field of chinese electric vehicles, weilai and xiaopeng motors were the first to enter the european market.

when xpeng motors announced its official entry into the german market this year, the company said in a statement that germany is the heart of the world's automotive industry and an important choice for chinese automakers to seek sales growth overseas. markus schrick, head of xpeng motors' german country office, said, "entering the german market is a key milestone for xpeng motors, and we are delighted to have a place in one of the most competitive automotive markets in the world."

however, three years after entering the european market, nio seems to have shifted its overseas focus from europe to other global markets. xpeng motors, which came to europe earlier, only started its journey in the german market this year and seems to still be full of morale.

in early september, nio released its second quarter 2024 performance report. although sales and gross profit have improved and losses have narrowed, nio still has not made a profit. in the european market, nio has not yet been able to gain a firm foothold and has limited growth. according to schmidt automotive research, in the first half of 2024, nio registered 796 pure electric vehicles in 18 western european markets (member states that joined the eu before 2004, norway, switzerland, iceland and the united kingdom), a year-on-year increase of 0.9%, accounting for 0.1% of the pure electric vehicle market share.

in germany, according to the passenger car registration data of the german federal motor vehicle administration (kba), the number of nio registrations in august this year was 35, a year-on-year decrease of 91.5%. from january to august this year, the number of nio registrations was 301, a year-on-year decrease of 62.6%. overall, the number of passenger car registrations in germany decreased by 27.8% year-on-year in august, of which 13.7% were pure electric vehicles, and the number of pure electric vehicle registrations decreased by 68.8% year-on-year. from january to august 2024, the number of passenger car registrations in germany decreased by 0.3% year-on-year.

earlier, german media quoted news from the automotive industry that nio's sales target in germany in 2023 was more than 10,000 units. if the rumor is true, then nio's idea at the time was a bit unrealistic, because now looking back at this target number, the gap between ideal and reality is huge.

according to the german federal motor vehicle administration, nio will register 1,263 new passenger cars in germany in 2023, including 187 el7s. even with excellent professional test results, nio's sales figures are not good. currently, nio has about 2,400 charging stations worldwide, more than 40 of which are located in europe, and has not achieved its goal of building 100 charging stations in europe by the end of 2023.

let's look at the norwegian market, the first stop in europe for nio and xpeng motors, where the penetration rate of electric vehicles is quite high. according to the norwegian road traffic information committee (ofv), in august 2024, xpeng motors registered 174 vehicles, ranking 18th among the top 20 best-selling new passenger car brands. from january to august this year, it was 931 vehicles, with a market share of 1.2%. nio is not on the list. according to eu-evs data, nio's sales in norway so far this year are 560 vehicles, with a market share of 0.7%, while xpeng motors' sales are 991 vehicles, with a market share of 1.3%.

although xpeng motors entered the european market earlier than nio, it only announced its official entry into the german market this year and launched two models, the xpeng g9 and the xpeng p7, in the german market. xpeng motors said its goal is to achieve a 3% market share in the german new energy vehicle market by the end of this year.

according to schmidt automotive research, in the first half of 2024, xpeng motors registered 2,223 pure electric vehicles in 18 western european markets (member states that joined the eu before 2004, norway, switzerland, iceland and the united kingdom), accounting for 0.2% of the pure electric vehicle market. of the 2,223 vehicles, 2,065 were xpeng g9s. according to passenger car registration data from the german federal motor vehicle administration (kba), in august this year, xpeng motors registered 33 vehicles, of which 29 were from xpeng g9s, while from this year to august, xpeng motors registered 80 vehicles, of which 58 were from xpeng g9s.

the analysis article points out that judging from xpeng motors' current sales in germany, it will be difficult for it to gain a foothold in the german automobile market, the electric vehicle market, or the so-called market segments.