Headlines
China poses 'very significant' challenge to German brands, BMW leader says
Published by Global Banking & Finance Review®
Posted on November 5, 2025
2 min readLast updated: January 21, 2026
Global Banking & Finance Review®
Company
Published by Global Banking & Finance Review®
Posted on November 5, 2025
2 min readLast updated: January 21, 2026
BMW highlights China's competitive challenge to German automakers as BYD plans production in Hungary. German brands seek new strategies in China.
By Gergely Szakacs
DEBRECEN, Hungary (Reuters) -China poses a "very significant" competitive challenge to German carmakers, the head of luxury carmaker BMW's new Hungarian plant said on Wednesday, with Chinese rival BYD soon to start production in the country.
Under right-wing Prime Minister Viktor Orban, Hungary has become an important trade and investment partner for China, in contrast with some other European Union nations considering becoming less dependent on the world's second-largest economy.
BMW said it would start series production of its iX3 electric model at a plant in the eastern Hungarian town of Debrecen from the end of October, becoming the third major German brand to enter Hungary after Audi and Mercedes-Benz.
"China constitutes a very significant challenge, all of us can agree on that," BMW's Hungarian Chairman and Chief Executive Hans-Peter Kemser told a conference alongside local leaders from Audi and Mercedes-Benz.
"We must also see that Chinese manufacturers are arriving in Europe. That is a fact," Kemser said through an interpreter.
China's BYD plans to start production at its new electric-vehicle plant in southern Hungary by the end of 2025, while also investing $94 million to triple its local electric bus output.
Michael Breme, Chief Executive of Audi's Hungarian unit, said western manufacturers had lost market share in China and local brands now account for two-thirds of the market there.
"The Chinese market is simply too important to give up on," Breme said. "We need to find new strategies in the local markets."
Zoltan Guth, head of communications and external affairs at Mercedes-Benz Manufacturing Hungary, said the brand also aimed to preserve its market share in China with new or redesigned models to be launched in coming years.
(Reporting by Gergely SzakacsEditing by Alexandra Hudson)
Market share is the percentage of an industry's sales that a particular company controls. It is a key indicator of competitiveness and performance within a market.
An electric vehicle (EV) is a type of vehicle that is powered by electricity instead of traditional fuels. EVs are known for being more environmentally friendly.
A competitive challenge refers to the difficulties a company faces from rivals in the market, which can affect its market position and profitability.
A luxury carmaker is a manufacturer that produces high-end vehicles known for their quality, performance, and premium features, often targeted at affluent consumers.
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