[Car War Seen Through IAA] Chinese Companies Rising, German Technology... What About Korea and Japan?

Massive New Car Unveiling in China
Germany Showcases Technology Through Concept Cars
Korea and Japan Target ASEAN Market

The most eye-catching participants at the 2023 IAA Mobility Show held in Munich, Germany, were Chinese electric vehicle manufacturers. They unveiled a large number of new models and set up expansive booths to target the European market beyond China. German companies such as Mercedes-Benz showcased concept vehicles, demonstrating their enduring capabilities. However, most Korean and Japanese companies, which had previously stood out at mobility shows, did not participate and instead focused on targeting ASEAN (Association of Southeast Asian Nations) markets.

BYD unveiled the sport utility vehicle (SUV) model of its large electric sedan 'Seal,' called the 'Seal U,' for the first time in Europe.
[Photo by Oh Gyumin moh011@]

A total of 671 companies participated in this show. Among them, Germany had the largest number with 324 companies. China ranked second with 47 participating companies. Leading companies such as BYD, which recorded the highest global electric vehicle sales, CATL, the top battery market share holder, and startups like Leap Motor, which declared their entry into the European market, all set up booths at the venue.

Lingpao announced the world premiere of the electric mid-size SUV C10 and its entry into the German market next year.
[Photo by Oh Gyumin moh011@]

Chinese companies used this show to unveil new vehicles and officially launch their European market strategies. BYD premiered the SUV model of its large electric sedan ‘Seal,’ called the ‘Seal U,’ for the first time in Europe. It applied its latest technology CTB (Cell To Body), which integrates the vehicle and blade battery. The model is offered in two trims, with maximum driving ranges of 420 km and 500 km respectively (based on European Economic Commission standards). Leap Motor unveiled its electric mid-size SUV C10 for the first time worldwide and announced plans to enter the German market next year. The company revealed that Volkswagen proposed a technology partnership, and it will provide its electric vehicle platform to Volkswagen. Dongfeng Fengxing introduced its new flagship multipurpose vehicle (MPV), the 'U-tour V9,' for the first time. Michael Shu, head of BYD Europe, stated, “The IAA Mobility Show is a perfect opportunity to showcase our latest models.”

On the 3rd (local time), Ola K?llenius (left), Chairman of Mercedes-Benz, and tennis legend Roger Federer (right) are discussing the 'Concept CLA Class' at the Mercedes-Benz Open Space inside the Munich Residenz, Germany.
Photo by Oh Kyumin moh011@

German companies emphasized their advanced technology by consecutively unveiling concept cars. However, it is regrettable that the production timelines for all these models remain uncertain. Mercedes-Benz revealed the ‘Concept CLA Class,’ a compact 4-door coupe scheduled for release at the end of next year. It is designed on the company’s next-generation electric vehicle platform MMA and offers a choice between lithium-ion and LFP batteries depending on the trim. The expected driving range per charge is 750 km, with an energy efficiency of 8.3 km/kWh. BMW introduced its next-generation lineup called ‘Neue Klasse,’ which combines innovative technologies such as electrification, digitalization, and circularity. The design is minimalist, removing door handles and most interior buttons. It also features a ‘Panoramic Vision’ function that projects information onto the front windshield.

On the 5th (local time), 'Neuer Klasse' was exhibited at the BMW Group Open Space in Max-Joseph-Platz, downtown Munich, Germany.
[Photo by Oh Gyumin moh011@]

Volkswagen unveiled the ID.GTI concept car for the first time. This electric vehicle inherits the legacy of its high-performance Golf GTI and uses the MEB+ platform, which improves driving range and efficiency by about 10% compared to the previous platform. It accelerates from 0 to 100 km/h in under 5 seconds and is designed to complete fast charging within 20 minutes. However, all these vehicles will be available only after next year. The Concept CLA Class is scheduled for release at the end of next year, Neue Klasse in 2025, and the ID.GTI in 2027.

Volkswagen has unveiled the ID.GTI concept car, the successor to its high-performance Golf GTI.
[Photo by Oh Gyumin moh011@]

On the other hand, Korean and Japanese companies, which have been aggressive in unveiling new vehicles at mobility shows, mostly did not participate. Hyundai Motor Company and Kia did not attend this mobility show, with only their affiliate Hyundai Mobis participating. Samsung and LG filled this gap. Samsung Electronics, Samsung SDI, and Samsung Display participated to showcase the latest electronic components (electronic devices for vehicles) installed in cars.

Axel Mashka, Vice President of Global Sales at Hyundai Mobis, is presenting the strategy to target the European mobility market focusing on technologies such as electrification and connectivity at the 2023 IAA MOBILITY media briefing held in Munich, Germany on the 4th (local time).
[Photo by Hyundai Mobis]

Japanese companies such as Toyota and Honda also did not participate. Only three companies, including Denso, a parts affiliate within the Toyota Group, attended this mobility show. Most companies from both countries participated in the Indonesia International Motor Show last month. Hyundai and Kia exhibited 20 models, more than at the Seoul Mobility Show in April. Japanese companies such as Toyota, Lexus, Suzuki, Nissan, and Honda also participated in large numbers. Toyota unveiled a flexible fuel vehicle (FFV) model of its mid-size SUV Fortuner, which can run on ethanol and other alcohol-based fuels.

This content was produced with the assistance of AI translation services.