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Six Chinese automotive brands - Leapmotor, BYD, Omoda, chery, Hongqi, and iVO – are preparing to enter the Romanian market, signaling a meaningful shift in the country’s automotive landscape. The influx, expected to begin in 2024, represents a major challenge to established European manufacturers and offers Romanian consumers a wider range of vehicle options, particularly in the electric vehicle (EV) segment.
This expansion comes as Chinese automakers aggressively pursue international markets, leveraging competitive pricing and increasingly sophisticated technology. Romania, with its growing economy and strategic location within the European Union, has become a key target. The arrival of these brands is anticipated to intensify competition, perhaps driving down prices and accelerating the adoption of EVs. Initial launches are slated throughout the remainder of 2024 and into 2025, with Leapmotor already showcasing its C10 model.
Leapmotor is leading the charge, with plans for a direct presence through an official importer. BYD, a global leader in EV production, will be distributed through local partner, Auto Italia. Omoda, a sub-brand of chery, is also establishing a direct presence. Chery itself will be represented by a local importer, while Hongqi, a luxury brand, is also seeking a Romanian distributor. iVO, another emerging Chinese EV manufacturer, is completing its distribution network.
The move reflects a broader trend of Chinese automotive investment in Europe, driven by factors such as government incentives for EVs and a desire to diversify away from domestic market saturation. The Romanian automotive market, while smaller than those of western European nations, presents a promising opportunity for growth, particularly as consumer demand for affordable and technologically advanced vehicles increases.
