Commentary: To Win the Global Car Market, China Needs More Than EVs

Automotive culture encompasses the social behaviors, values, art forms, and lifestyles centered around the automobile, representing more than mere transportation—it reflects ideals of freedom, personal identity, technological innovation, and community belonging. It fosters appreciation for mechanical beauty, individual expression, and shared experiences, and is ultimately deeply people-centric[para. 1]. The car-culture industry derives economic value from these spiritual and lifestyle elements, not just from the functional sale of vehicles. Its core business revolves around commercializing cultural experiences and identity rather than simply marketing cars as tools[para. 2].

Internationally, car culture is visible through classic cars, museums, brand histories, motorsport, customization, lifestyle communities, media, and unique regional scenes such as America’s pickup and cruising traditions, Japan’s JDM movement, or Europe’s grand touring heritage[para. 3]. Classic cars are celebrated as valuable artifacts and collectibles, encapsulating the artistry and emotional significance of their time[para. 4]. Brands gain distinct identities through recognizable design languages and icons, exemplified by Mercedes-Benz and BMW[para. 5].

Motorsports like Formula 1 and the World Rally Championship highlight the peak of automotive performance, foster strong fanbases, and contribute significantly to technological progress. Other participatory activities—modification, road trips, museum visits—enable enthusiasts to live and share their automotive passion[para. 6]. On a spiritual level, cars symbolize values such as freedom, speed, and individuality, which are perpetuated by cultural products in films, literature, and magazines, influencing broader consumer attitudes[para. 7].

A robust car culture provides automakers with critical competitive advantages, allowing differentiation beyond hardware or price. Investment in culture boosts brand loyalty and value, with culture’s soft power complementing technological and manufacturing prowess to shape national automotive identities[para. 8][para. 9]. Globally, truly competitive automakers must export not only products but also brand aesthetics and cultural values, progressing from commodity trading to establishing shared cultural ecosystems[para. 10].

For China, developing an automotive culture is essential for industrial transformation, offering a “second engine” of growth and a pathway to strengthen cultural soft power. Culture can pivot the industry away from price-based competition toward emotional and lifestyle-based engagement, extending value chains, stimulating new demand, and reinforcing brand loyalty[para. 11][para. 12][para. 13][para. 14][para. 15]. It also acts as an economic multiplier, driving integration across industries and invigorating consumption and tourism—such as via racing events or the expansion of road-trip culture, which can stimulate local and rural economies. Additionally, cultivating a Chinese car culture can reinforce national cultural confidence and soft power on the global stage[para. 16][para. 17][para. 18].

At the societal level, car culture encourages civic virtues like cooperation, safe driving, and environmental responsibility, fostering a more innovative, law-abiding, and collaborative public ethos[para. 19]. Yet China faces challenges in shaping its own car culture, including unclear regulations around modification and racing, weak historical foundations, and overly superficial commercialization[para. 21]. However, opportunities abound, especially thanks to China’s leadership in smart, electric, and connected vehicles, as well as the creative integration of traditional cultural values with digital lifestyles, permitting the emergence of uniquely Chinese automotive experiences[para. 23][para. 24][para. 25][para. 26][para. 27].

To build this culture, China must coordinate policy guidance, market leadership, technological innovation, and humanistic values, emphasizing collaboration among stakeholders, cultural innovation based on technology, and the creation of distinctively Chinese automotive ecosystems. Exporting this culture will allow Chinese brands to establish themselves as icons of desirable lifestyles globally[para. 29][para. 31][para. 32][para. 33][para. 34]. Ultimately, a thriving car culture enriches both the industry and society, allowing China to contribute a distinctive Eastern perspective to global automotive civilization[para. 35].