By Felicity Bradstock - Feb 22, 2025
China has rapidly become a dominant force in the global electric vehicle market, fueled by government support and low-cost manufacturing.
European automakers are now introducing more affordable EV models in response to both Chinese competition and stricter EU emissions regulations.
Volkswagen plans to launch a sub-$21,000 EV by 2027, signaling a significant push by major European manufacturers into the low-cost EV segment.
Despite Europe being home to some of the world’s biggest automakers, many of whom have developed several electric vehicle (EV) models, China is quickly becoming the global leader in EV manufacturing. Favourable government policies, easy access to critical minerals and battery technology, and low-cost manufacturing capabilities have spurred the development of a large EV production industry in China, and other parts of the world are struggling to compete. However, some European automakers are working to develop cheaper EVs to appeal to a market that might otherwise turn to China for its cars.
China, which was not well known for its car manufacturing until recently, is suddenly developing some of the world’s most popular EV models. Some established companies, as well as several startups, have grown at an accelerated pace over the last decade as the global demand for EVs has increased and the Chinese government has encouraged production.
The Chinese government began investing in research into EVs as early as 2001 and has since massively increased investment. To tackle air pollution and grow its EV industry, the Chinese government introduced incentives for EV uptake in the 2010s. It then reformed its industrial policy for the EV industry, introducing tax exceptions and subsidies for automakers. This has allowed the country’s EV market to grow rapidly, with several Chinese automakers offering a wide range of low-cost EV models to consumers worldwide. By 2024, the Chinese EV market size was estimated at almost $305.6 billion and it is expected to increase to almost $674.3 billion by 2029, growing at a CAGR of 17.15 percent.
Europe’s EV market meanwhile has been growing steadily as consumer demand for cleaner vehicles increases. Many well-known automakers have expanded their portfolios in recent years to offer several EV models. While these manufacturers may be known for their internal combustion engine (ICE) vehicles, many are finding it difficult to compete with Chinese offerings when it comes to EVs. While China now sells several low-cost EVs, no new European EV models for less than $26,200 were introduced to the market in 2022 or 2023.
The higher costs associated with European EVs are largely due to more expensive manufacturing costs, reliance on China and other countries for critical minerals and batteries, and strict EU regulations. While governments across the region were offering financial incentives for EV uptake in the early days of the technology, many of these schemes have now ended, driving up prices. However, this gradually appears to be changing, with more automakers now offering lower-cost EV models.
The EU introduced stricter carbon emissions targets at the beginning of the year, meaning that automakers that do not comply could face fines. This has resulted in a new wave of low-cost EVs entering the EU market. Consumers now have access to cheaper EV models in Europe, including the Fiat Grande Panda, the Citroën ë-C3, the latest Dacia Spring model and the Renault 5.
Experts believe that automakers may have held back models as they waited for the new regulations to be introduced in the region. Will Roberts, the head of automotive research at the consultancy Rho Motion, explained, “Selling a BEV [battery electric vehicle] for VW in December is basically worthless for them… If you can delay selling that EV to 2025” then it helps to avoid fines.” As new low-cost models flood the market, industry experts expect EV car sales to rise dramatically in 2025, after sales fell by an estimated 1.4 percent across the 18 largest western and northern European markets in 2024.
In October, several European automakers revealed low-cost EVs at the Paris Motor Show, suggesting the region may once again become more competitive with China. Julia Poliscanova, the senior director for vehicles and e-mobility supply chains at the Transport and Environment campaign group, said, “It feels like Europe is fighting back… There are so many new models on show, and what is really great is that there are a lot of launches that are more affordable. So, Citroen, Peugeot [and] Renault, they are all showing some smaller affordable models.” Poliscanova added, “This is exactly what we need for the mass market, for people to buy those vehicles more, and this is also where the competition from the Chinese is also the hardest.”
This month, Volkswagen teased a $20,500 entry-level EV that it plans to launch within the next few years. It is expected to be named ID.1 and replace the company’s Up hatchback. VW is expected to unveil the car in March, with the commercial launch provisionally set for 2027, in Europe only. Low-cost EVs are a core part of VW’s future plans, which include the ID.2 and the newly announced model. As the demand for affordable EVs increases, Volkswagen hopes these models will boost the company's profitability.
By Felicity Bradstock for Oilprice.com