Chinese Automakers Accelerate Global Expansion: From Product Exports to Integrated Overseas Push in Technology, Branding, and Services

On June 12, 2024, during the plenary session of the "2026 China Auto Chongqing Forum," industry representatives engaged in discussions on new opportunities and pathways for the globalization of China’s automotive industry. Liu Xinyu, General Manager of Nissan China Investment Co., Ltd., stated that Nissan has operated in China for 41 years, accumulating 19 million customers. In 2024, Nissan launched its “In China, for China” strategy, which will be further upgraded in 2026 to “In China, for the World.” Currently, Nissan positions China as a key base for exports and innovation, shipping nearly 2 million auto parts annually overseas. Through its joint venture with Dongfeng Motor Corporation—an import-export company—Nissan exports Chinese-made models such as the Zhengzhou Nissan pickup and the Dongfeng Nissan N7 to international markets. Additionally, China’s R&D capabilities are increasingly supporting Nissan’s global operations, driving a strategic shift from “technology引进 (bringing in)” to “technology going out.” Xue Xu, EDP Distinguished Professor at Peking University’s School of Economics, noted that China’s automotive industry has progressed through three phases: “international brands localized in China,” “Chinese automotive branding,” and “Chinese brands going global.” He emphasized that the industry is now at a critical juncture of brand internationalization. According to Xue, China’s auto exports could surpass 10 million units within the next decade, driven primarily by new markets created through China’s manufacturing prowess rather than competition for existing market shares. Jiang Jian, Vice President of Bosch China, shared that Bosch is significantly increasing investments in electric drive and intelligent technologies while upgrading its organizational structure and talent pool to better leverage the value of China’s market and innovation for its global business. Ni Wei, Chairman of CheLian ZhiHui, stressed that the international competitiveness of complete vehicles hinges on component suppliers meeting international standards. He recommended that Chinese companies draw lessons from multinational automakers’ localization experiences in China to achieve truly globalized mindsets. Cai Ming, Senior Vice President of Banma Intelligence, said his company is transitioning from a smart operating system provider to an AI enterprise, adopting a “two-pronged approach”: supporting Chinese brands’ overseas expansion across 16 countries and regions, while also serving international automakers like Volkswagen and BMW, with cumulative vehicle coverage nearing 10 million units. Meng Qingxin, Senior Vice President of NavInfo, highlighted data compliance as a fundamental prerequisite for going global. The company has already built a data compliance toolchain aligned with regulations such as GDPR and emphasized that localized operations must integrate local laws, user habits, and data deployment requirements. Lu You, Product and Marketing General Manager of ZhiJia XinCheng, explained that the company focuses on delivering Chinese-developed technologies to global markets, aligning its expansion with Chinese automakers into Europe, Southeast Asia, and Australia/New Zealand. It plans to mass-produce a full range of products—from basic vision systems to urban/highway NOA solutions—and is building cloud infrastructure overseas compliant with local regulations to meet data localization demands. Liu Xiaobei, CTO of CheLing Technology, pointed out that currently 30%–40% of China’s exported vehicles go to ride-hailing, leasing, and logistics fleets, yet most remain unconnected, resulting in low user retention and recurring payment rates. He underscored the need for connected, intelligent infrastructure and sustainable operational capabilities abroad, noting that domestic cloud service providers, telecom operators, and AI firms already possess strong overseas deployment capabilities. Participants broadly agreed that China’s automotive globalization is evolving beyond mere product exports toward a new phase characterized by coordinated overseas expansion of brands, technology, services, and systemic capabilities. Enhancing innovation, localized operations, and global management competencies will be crucial pillars for expanding into international markets.