Kevin Williams, I Went To China And Drove A Dozen Electric Cars. Western Automakers Are Cooked, InsideEVs, May 9, 2024.
Late in the article, after looking at a number of very well-made Chinese EVs at auto shows in Shanghai and Beijing:
Here I was in China, trying to empathize with Western brands, thinking they were being pushed out of China due to politics and things that were no fault of their own.
In reality, it felt like it was the late 1980s again, when American manufacturers felt like they could sell whatever underdeveloped models its accounting department had cooked up to the public, and we’d just have to deal with it. Now that I’ve seen a glimpse of what’s going on in China, the Western manufacturers, particularly the American ones, don’t seem like they’re trying at all.
Writer and podcaster Ed Zitron said something interesting during an episode of his podcast, Better Offline. Americans are almost made to apologize for their preferences when it comes to Big Tech. Some bigwig or boisterous startup guy had a big idea for a widget that no one wanted, and decided to half-ass a product that doesn’t work all that well.
When the public rightfully ignores a bad or unwanted product, there’s a new trend in tech to blame the clientele for not being smart enough, rather than facing the music that what was created just wasn’t all that good. I mean, just look at all the terrible AI-based pins that don’t do anything.
And then there's TikTok:
America’s looming TikTok ban feels like a direct allegory for China’s relationship with its electric car exports. I use TikTok; I understand how it works, and I agree that there are plenty of valid critiques to be leveled at the platform’s ability to spread misinformation, or how its endless scroll probably isn’t great for anyone’s mental health, especially that of the teens and tweens who love the platform so much.
Yet, so much of the coverage of TikTok’s ban refuses to acknowledge one fact: The platform is really, really well executed. TikTok’s algorithm is fantastic; it can compile a near-endless scroll of content that feels fresh, positive, fun and eerily, directly targeted to you. I’ve watched the viral power of TikTok straight up create music artists like PinkPantheress, or revive the career and launch classic artists like Sophie Ellis-Bextor or Kate Bush back onto the charts.
TikTok’s culture isn’t perfect, but it’s a hell of a lot healthier than whatever Meta, Google, and Twitter have created, where death by a thousand cuts of “enshittification” have made their services hostile and less useful to the end user. On Instagram Reels, the content moderation is so poor, that it’s not uncommon to see someone literally die on screen.
So, when automakers, tech companies and regulators push back on China, the sentiments that they’re just protecting our market from unsafe or security-challenged products feel hollow. Instead, it feels like grandstanding, and a tacit admission that they have no intention of trying to do better.
Instead of competing, they’d rather just shut out competition entirely. The concerns about cybersecurity don’t address the elephant in the room here: Your product sucks, compared to what China is putting out now. It doesn’t go as far. It’s not as well-made. It’s not as nice. It’s not as connected.
Western automakers aren’t entangled deeply with tech companies in ways that would serve the end user, Chinese or otherwise. They didn’t get way ahead of the curve to establish a battery supply chain in the ways China did. And they don’t seem to want to cater to the Chinese market (or any market, rather) through continuous updates and agility with their product line.
Even Tesla in China can’t be bothered to update one of its most important products, the Model Y, in this hyper-competitive market. Instead, it relies on margin-hurting gimmicks to move units, like constant price cuts, subsidized trade-in incentives, and 0% financing to get customers to buy a car that is aged and now uncompetitive.
Tesla didn’t even have a presence at the Beijing Auto Show. Elon Musk came and went to Beijing during the show, only to make a case for his robotaxi pivot with government officials. It’s like he’s already given up on cars here.
There's more at the link.
