The Evolution and Regulatory Barriers of Chinese Automotive Brands in International Trade

The expansion of Chinese automotive brands has become a prominent force in the global automotive market, with companies striving to establish their presence in diverse international regions. This thesis provides a detailed analysis of the evolution of these brands, with a particular focus on LeapMotor, a rising player in the industry. Drawing from my internship experience at Stellantis Europe SpA, specifically in the Middle East and Africa (MEA) region, this research is enriched by practical insights into the strategies and challenges Chinese automakers face when entering international markets. The study explores the historical growth of Chinese automotive companies and the external factors, such as government policies, technological advancements, and economic shifts, that have enabled their success. In addition, it addresses the regulatory hurdles that these brands encounter, including compliance with global trade laws, safety protocols, and environmental standards. My experience working within Stellantis for the MEA region serves as a valuable resource in understanding the dynamics of market entry and brand expansion. A detailed case study on LeapMotor forms the core of this thesis, examining its strategic approach, technological innovations, and quality management. Using the House of Quality (HoQ) framework, the study evaluates the alignment between consumer expectations and the Chinese brands’ product offerings, assessing the feasibility of their vehicles in the global marketplace. The findings highlight both the opportunities and obstacles that may be faced by LeapMotor as it seeks to expand its international footprint, offering broader insights into the future trajectory of Chinese automakers.