The Impact of Technology on the Competitiveness of German Automotive Manufacturers in the Chinese Market

This bachelor's thesis examines the influence of technological factors on the competitiveness of German automakers – Volkswagen, BMW, and Mercedes-Benz – in the Chinese automotive market. The thesis analyses the historical development of their market position and investigates how the structural transition of the Chinese market toward electric mobility has transformed the competitive landscape. Drawing on a combination of quantitative and qualitative indicators, the thesis identifies key technological factors affecting competitiveness: autonomous driving and urban Navigation on Autopilot (NOA), native EV platforms and vehicle connectivity, charging speed and driving range including EREV technology, and battery technology as a determinant of pricing. The findings show that German automakers are experiencing a significant decline in market share due to their slower adaptation to Chinese consumer preferences, while domestic manufacturers such as BYD, NIO, XPeng, and Li Auto are systematically strengthening their competitive positions. The thesis concludes that technological factors constitute the primary determinant of competitiveness in today's Chinese automotive industry, and that the insufficient pace of technological adaptation by German manufacturers is negatively affecting their market share in China.