Mondial de l´Auto 2024 Paris Auto Show: Many New Names from China

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Chinese brands are using the Paris Auto Show to showcase their presence in Europe. However, the uniformity of electric SUVs and new brand names that lack recognition among buyers may present bigger challenges than tariffs.

It is a comfortable drive in the Aion V through the streets of Paris. Even though there’s less traffic on a Sunday afternoon, the speed remains capped at 30 km/h (18.6 mph). A glance at the dashboard and center console reveals a high-quality finish, which stands out positively.
 During the short test drive, I would have preferred to sit in the back right seat of this 4.61-meter-long SUV. The backrest of the front seat has a sturdy foldable table, ideal for securing food or a laptop without anything sliding off. With a wheelbase of 2.78 meters, there’s plenty of legroom in the back, and with a vehicle height of 1.69 meters, even taller passengers won’t hit their heads.

 My attention keeps returning to the steering wheel, where very subtle control buttons, or rather small spheres, are placed. A camera peers at me from the A-pillar, which is used for assisted driving features. In its home market in China, the Aion V comes equipped with a lidar sensor. However, for regulatory reasons, the manufacturer plans to omit this feature for Europe.

Many unfamiliar names at the Paris Auto Show

I hadn't heard of the Aion brand before my visit to Paris. It belongs to the manufacturer GAC from Guangzhou. If I removed the logo from the front and placed all the models from the Chinese exhibitors in a row—I would barely be able to tell them apart.
 The electric SUVs and SUV-coupés are strikingly similar in design. Moreover, most customers aren't familiar with names like Aion, Aito, Forthing, Hongqi, Leapmotor, and Skyworth, as these brand names hold little significance for them.

 On the exhibition grounds at the Porte de Versailles, the Asian newcomers are found alongside U.S. brands Cadillac and Tesla in the same hall. Here, BYD is already one of the better-known brands. Xpeng is exhibiting in Hall Six, close to local favorite Renault. Leapmotor, partly owned by Stellantis, is positioned in Hall Four, right next to Alfa Romeo and Peugeot. However, more familiar Chinese brands like Nio, Polestar, and Voyah are notably absent from this year's largest European auto show

First Hongqi goes to French singer

Voyah, a brand under Dongfeng, one of China's oldest state-owned automakers, is in the process of establishing its presence in Europe with the compact electric vehicle Dongfeng Box and several Voyah models. The absence of a dedicated stand at the Paris Motor Show comes as a surprise.However, Dongfeng is still represented in Hall 5 through its subsidiary, Forthing. The Forthing logo resembles Peugeot’s lion emblem, with the electric sedan Xinghai S7 being the highlight of the display, though its pronunciation might pose a challenge for some visitors.

 Hongqi offers a more straightforward approach. Known for its electric sedan EH7 and the SUV EHS7, Hongqi—meaning "Red Flag"—is a luxury brand under state-owned FAW, traditionally producing vehicles for Chinese government officials. The models exude a sense of grandeur. During the Paris event, FAW’s export chief Wang Lingyu ceremoniously handed over the keys of the first EH7 in Europe to French singer Joyce Jonathan, who openly expressed her admiration for China.

By land from Chongqing to Paris

At Skyworth's booth, there is no one available to provide information on press day. However, at Aito's stand, a spokesperson fluent in German and English offers an apology for the delay in releasing the press statement on their three models, which is still under review.

 During the vehicle presentation, it is revealed that several electric SUV models made the journey to Paris by land. From the production site in Chongqing, they traveled 15,000 kilometers (approx. 9,300 miles) through twelve countries, following the ancient Silk Road to France. Despite the 38-day journey, the large Aito 9 SUV showcased on stage still has a flawless finish.

 A quick online search reveals that the Aito brand was founded in 2021 by automaker Seres and has been owned by tech giant Huawei since 2023.

Leapmotor Teams Up with Stellantis

Leapmotor's appearance is attracting a lot of attention, especially due to Stellantis CEO Carlos Tavares presenting the B10, an electric SUV in the C-segment, alongside Leapmotor CEO Tianshu Xin. The Chinese brand has a significant advantage for its European launch: it is utilizing the distribution network of Stellantis brands.

 By the end of 2025, Leapmotor plans to expand to 500 sales locations across Europe. The company has already started selling its first two models, the T03 and C10, at the end of September.

 GAC is taking a bit more time with the Aion V. A few thousand units are expected to arrive in Europe during 2025, possibly as late as 2026, with prices below €40,000 (approx. 43,000 USD). It seems the manufacturer wants to wait and see the impact of the tariffs in the EU. However, the goal is clear: soon, Europeans will need to remember new brand names.