At the Ecar Expo electric car show in Stockholm, the Chinese giants dominate.
BYD has overtaken Tesla as the world’s largest electric car company, but in Europe it is struggling to gain market share. Within a month, the car giant will open a showroom in central Stockholm.
"People have preconceived ideas, even in Sweden. It’s not something we’re trying to hide. But I think people are starting to be more open to trying a Chinese electric car," says Gustafson at the company’s stand at the show.
He points out that many Swedes see Volvo Cars as a Swedish manufacturer, despite its Chinese ownership.
Gradually, I think people will stop caring about where the company comes from - it’s the technology that will decide.
“Then it explodes”
Sweden’s electric car market is bubbling.
The trend is definitely positive. Even in the second-hand market, electric cars are starting to hold their value. If you look at the range, there are price points to suit everyone, says Gustafson.
He points to figures showing that almost half of all newly registered cars in September were electric.
"If the state brought back a real incentive, the market would explode. Then we’d be at 90 percent," he says.
There is currently an electric car subsidy aimed at certain households in rural areas, but Gustafson hopes for broader support.
Few Europeans on show
At the electric car show taking place this weekend, financially strained European manufacturers are conspicuous by their absence. The only exhibitors with their own stands are Renault and Mercedes, both showing several models.
"The market is generally doing quite well. Electric cars in particular are driving it," says David Selfors, CEO of Renault Sweden.
Like the BYD executive, he wants to see broader government support to give the Swedish market more momentum.
We want a broader subsidy for more people so that we can really take the next step and make further progress, as they have in Norway and Denmark, he says.
Selfors isn’t worried about the Chinese presence.
The market is, of course, generally affected by having more players in the same segment. For us, it doesn’t matter whether the competition is Chinese or not.
He says several of the brand’s electric car models have been warmly received.
We are building our brand very well. On a European scale, Renault is doing extremely well.
Aren’t you afraid of Chinese companies?
Competition will always exist to varying degrees, says Selfors.
