On September 16, 2024, the IAA Transportation Exhibition officially kicked off at the Hannover Exhibition Center in Germany. As a representative of Chinese automotive brands, SAIC Maxus unveiled its latest pickup truck—the eTerron 9. With an eye-catching debut, it became the undeniable “star attraction” on this world-class stage.
Once again standing under the global spotlight, SAIC Maxus demonstrated the charm and strength of China’s automotive industry through new products, new technologies, and new applications. But what strategic plan does SAIC Maxus have behind the eTerron 9’s debut at the Hannover Motor Show?
Unique Approach Shows Ambition: SAIC Maxus Rises to the Challenge
The German automotive market is widely recognized as a difficult one to penetrate.
On one hand, as the birthplace of the automotive industry, Germany has a century of history, and German car brands have long dominated the global market. On the other hand, tariff barriers present a major hurdle that has hampered many automotive brands’ entry into the German market.
The greater the challenge, the greater the fight. In response to the difficulties of the German market, SAIC Maxus has a clear strategy. “Germany is the largest automotive market in Europe, occupying a central role on the European map. Therefore, in the process of advancing our international development strategy, SAIC Maxus has always regarded Germany as a primary target market. Our strategy is to first conquer the German market and then gradually expand to other European countries like France and Italy. Germany, the UK, France, Italy, and Spain—all of which have populations exceeding 50 million—are our key targets. If we can succeed in Germany, we essentially obtain a ‘passport’ for the whole of Europe and even the global market,” said Xie Jiayue, Vice President of Product Development and Marketing at SAIC Maxus.
By focusing on Germany as a center and expanding to neighboring countries, this unique approach underscores SAIC Maxus’s ambition to break into the high-end European market.
A Bold Attack on Europe Begins by Focusing on Itself
SAIC Maxus, accelerating on the global stage, is not what it used to be. After years of meticulous planning and development, SAIC Maxus, leveraging its resources and technological innovation, has achieved qualitative leaps in both product power and competitiveness, instilling great confidence in its bold entry into the European market.
In fact, SAIC Maxus started laying the groundwork for its European expansion as early as 2014. From the launch of the V80 in the EU in 2014 to the EV80 in 2017, and now with the new eDeliver 90, eDeliver 70, V1, and eTerron 9, SAIC Maxus has spent the past decade transitioning from traditional fuel vehicles to new energy, covering a full range of models, including vans, pickups, MPVs, SUVs, and RVs. It has gone from being a pioneer to becoming the “first choice” in Europe. Particularly in the midst of the global surge in new energy vehicles, SAIC Maxus’s new energy products now account for 58% of its total sales in Europe. High-quality Maxus vehicles are steadily grabbing market share from European brands. For example, the new eDeliver 90 achieved a growth rate of 31%, significantly outpacing the overall large van segment. New energy vans like the eDeliver 90 are ranking first or second in developed countries such as the UK, Norway, Sweden, Spain, Belgium, and Italy, while medium and small new energy vans like the eDeliver 30 are also in the top two in markets like Ireland, Austria, and Turkey.
Such remarkable performance is closely tied to SAIC Maxus’s consistent focus on European market needs and cutting-edge trends, driving product innovation through technological advancement. Product remains the cornerstone of marketing, as exemplified by the newly launched SAIC Maxus eTerron 9. As the world’s first mid-to-large Chinese brand pure electric pickup truck exported overseas, the eTerron 9 boasts a 605 km long range, alleviating users’ range anxiety. Its impressive 5.8-second 0-100 km/h acceleration meets off-road power demands, while its intelligent four-wheel-drive system adapts to over 400 driving scenarios, unlocking new possibilities for outdoor adventures. Additionally, as a pickup with an open rear wall, the eTerron 9 can connect the cargo bed with the passenger cabin, greatly enhancing the vehicle’s utility and playability for outdoor use. These innovative designs reflect SAIC Maxus’s deep understanding of the European market. For European consumers, the eTerron 9 is a truly novel presence.
Pushing forward its global strategy, SAIC Maxus is making substantial strides in the European market. At the launch event, Xie Jiayue said, “Next year, we will further expand our product lineup, adding 10 new models. Each model will continue to uphold the performance, comfort, and durability standards for which our brand is known. MAXUS remains committed to serving European customers. We are determined to become a global leader in electric light commercial vehicles and pickup trucks.”
Every new wave heralds the arrival of a new era. New energy vehicles have reached the top of the wave in just a decade. Will SAIC Maxus, fully prepared, create new glory in the European market? Time will tell.
