WESTERN car manufacturers are using a clever tactic to compete with the booming Chinese EV market, according to an expert.
The electric vehicle market has seen huge growth in recent years, with many drivers trading traditional petrol models for more eco-friendly cars.
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Well-known car brands are said to have nostalgia on their side Credit: AFP
Chinese EV names like BYD are becoming increasingly popular Credit: BYD
Chinese EVs in particular are becoming increasingly appealing to drivers looking to enjoy the modern feel of an electric car, for less than the price of a Tesla.
Sales figures for the likes of Jaecoo, Omoda and BYD over the past 12 months indicate that they could be set to dominate the market.
However, a car expert says that legacy manufacturers like Ford, Citroën and Renault have an edge they’re using to compete when it comes to EVs.
The long-trusted brands are said to have a feeling of nostalgia and old-school recognition on their side, that newer EV giants are yet to obtain.
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Paul Barker, editor at Auto Express, told told The Express: “Established brands are increasingly using decades of history and emotional appeal to differentiate themselves from newer competitors, particularly Chinese brands that have gained ground in the EV market through aggressive pricing and tech-led positioning.
“Buyers do want better technology but they also want personality, familiarity and emotional connection too, which is why we’re seeing legacy manufacturers fight back against newer entrants by leaning into the cars and names people already love,” Paul added.
Ford and Renault have introduced EVs inspired by iconic models.
The Ford Mustang and Capri EVs are already on the market and an all-electric take on the famous Fiesta is expected to hit roads in 2028.
Meanwhile, the Renault 4 and Renault 5 EVs have already proved popular on the market.
“The successful return of models like the Renault 5 and 4 show how powerful nostalgia can be when it’s combined with modern electric-car technology and now Citroen and Ford are following suit, because they know their history is one of their biggest competitive advantages,” Paul continued.
