●September sales data showed that Toyota’s sales in Europe grew by 2.3%, while Honda, Hyundai and Mazda’s sales increased from 12% to 30%. ● In contrast, the sales volume of local automakers in Europe dropped by 4%. Sales of Renault and Peugeot Citroën in France also fell by 5.3% and 8.3% respectively. Asian automakers have made unremitting efforts to finally successfully penetrate their products into the European market. According to September sales figures released by the European Automobile Manufacturers Association on October 13, Europe’s car sales declined slightly overall, but Toyota’s sales in Europe increased by 2.3%, while the sales of Honda Motors, Hyundai Motors and Mazda The increase ranged from 12% to 30%. The sales volume of Volkswagen, the European automaker, dropped by 4%. Sales of French carmaker Renault and PSA Peugeot Citroën also fell by 5.3% and 8.3%, respectively. Hyundai Motors Europe is growing rapidly At present, Europe and the United States are still the world’s two most important automotive markets. Hyundai Motor’s investment in Europe has begun to pay off. This year, despite the fact that overall European sales growth was less than 4%, its sales with European partner Kia Motors in Europe increased by 19%. Kia Motors is the fastest growing brand in Europe. Although Korean cars still accounted for only a slight 3.8% of European car sales, their growth rate was enough to make the European auto giants frightened at a rate comparable to 3.2% last year. Hyundai Motor has begun to enjoy the results of the rapid growth of its European business. In Slovakia, Kia has announced that it will build a factory with a cost of 1.2 billion U.S. dollars. This factory will begin to assemble 200,000 cars each year since the end of 2006. By then, this will allow Kia and Hyundai to sell cars in Europe much higher than before. 353,000 vehicles in 2003. Outside of Frankfurt, a team of 40 professionals work at the Hyundai-Kia Joint Design Center. Their mission is to make modern and Kia cars look like European cars. Hyundai has also hired dozens of European designers in the past year, bringing its cars to the style of Jaguar and Mercedes-Benz. The company also spent billions of dollars to become the official car sponsor of the 2006 World Cup in Germany, the World Cup football. The race is one of the largest sports events in the world. European auto makers who once hoped to recapture markets from rapidly growing Asian competitors will now shift their focus to layoffs and capacity reductions. They may have to go through the lengthy period of the American auto industry in the 1980s and 1990s. Painful reorganization. Excessive costs plagued local carmakers General Motors’ European subsidiary is facing losses for six consecutive years. The company will meet with trade union leaders in recent days to discuss layoffs or plans to shut down at least one factory, hoping to increase its competitiveness. GM’s move coincides with other European manufacturers. Volkswagen’s negotiating with trade unions, which has seen a plummeting profit, has become more and more intense. The company plans to cut its labor costs in Germany by one third in the next 10 years or so. In the past year, Ford’s European subsidiary has laid off its staff in Western Europe, and the 1,150 employees that were laid off by the British company Leopard last month were part of it. Last year, Ford Europe suffered a $1 billion loss. In the first 9 months of this year, the top five automotive companies in Europe lost a total market share of 1.2%, while the market share of the top five Asian automobile brands increased by 1%, which is a market where the 0.1% change is significant. A major change. The data shows that Japanese and Korean automakers currently have a share of 17.4% in the European automotive market, which is higher than the 14.8% in 1999. Until recently, most European and American veteran car makers were still planning to regain market share and increase sales to improve their competitive position. However, many companies now admit that they have to shrink their business and reduce their costs to the same level as their declining market share. The gradual reduction of jobs in the automotive industry may further aggravate the already depressed economic conditions in Europe. The deep restructuring of the auto industry will add a heavy burden to the world's largest single market. Just as the American auto companies General Motors, Ford and the former Chrysler Corporation, the European auto giants are currently faced with problems such as high wages, quality decline, and reduced consumer loyalty. At the same time, they are also being aggressively promoted by Asian auto brands to Europe. The impact. An automotive industry analyst at Morgan Stanley said that in Western Europe, weak demand, Asian brands influx, structural problems worse than the United States. Europe may be a replica of the United States market in the early 1990s. For example, Volkswagen hopes to reduce its high dependence on German factories. Its German factory pays about 30 US dollars per hour, which is the highest in the world. As Asian competitors expand in Europe, they can gain a huge competitive advantage by setting up factories in Central and Eastern Europe. For example, earlier this year, Toyota began producing a small van in Turkey. At the same time, several European car manufacturers, once known for their German engineering skills, suffered setbacks in terms of quality. JD Power & Associaciates' survey of German sedan buyers this year showed that Japanese cars have won 5 of 7 models, and Japanese brand cars have taken the top 4 rankings in overall consumer satisfaction. Ford, Renault and Volkswagen are all below average. European companies have only felt the impact of Asian competitors now, and American companies have faced this situation as early as a few years ago. This is partly because the EU’s trade policy once rejected Japanese car manufacturers. . The EU has used a complicated quota system to limit the market share of cars such as Toyota in most countries to 2% to 3%, but this system was abolished at the end of 1999. With the increasing globalization of the economy, many Europeans believe that there is no reason to continue loyalty to their domestic car brands. Even in Germany (the origin of prominent brands such as Mercedes-Benz, Porsche, Volkswagen and BMW), the market share of German brand cars has actually dropped from 83% in 1993 to 68% last year.

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