Chinese car brands outperforming traditional manufacturers
A new report has revealed that Chinese car brands are outperforming established vehicle manufacturers when it comes to launch pace and execution.
The latest Ennis & Co New Entrant Playbook, titled ‘Five themes every automotive entry must get right,’ draws on recent UK launch activity and insights from senior leaders who have delivered market‑entry programmes over the past 18 months.
It found that pace, discipline and organisational readiness now matter more than heritage or scale.
The report concluded that Chinese brands are more efficient in all these areas, and warned established brands they must adapt quickly or risk being passed by emerging brands.
Lynda Ennis, co-founder of Ennis & Co said: “This report is designed to give leaders of both new entrants and established brands, clear, actionable insight. Of the five themes we highlight, the most demanding is people. They sit at the centre of everything.
“Skills and tools matter, but they only deliver when a team moves with shared purpose. As the market shifts, so do people and every leader must ensure their organisation is moving in the right direction. This report is a strong starting point for that conversation.”
