Modern MBA

Case study — Travel · 8 min read · 5 questions

Why Chinese EVs are so far ahead

The thesis

A gas car is an assembly job. Roughly 30,000 parts arrive from hundreds of suppliers, and the automaker's real skill is coordination — buy in bulk, bolt together, sell to a dealer, book the revenue at the factory gate. Every layer of that chain takes a margin, and the customer pays for all of them.

An electric car does not work that way. There are a fraction of the parts, the vehicle is a software-led system rather than a mechanical assembly, and the advantage goes to whoever owns the battery, the chips and the code. Vertical integration stops being a strategic choice and becomes the entry requirement.

China built for that world and the West built for the previous one. The result is visible wherever both are allowed to compete: in Brazil, Thailand and Australia, Chinese brands take the overwhelming majority of EV sales. In the United States and Europe they are simply not permitted in — which is a verdict on the product, not a defense of it.

How do you think about this? 5 strategy questions this case raises and does not answer.
Read the comments, or add yours →

The statistics

$25,000 vs $79,500Cheapest to priciest top-10 EV maker
1,663 vs 560Outsourced parts, F-150 vs Tesla Model Y
80% vs 10%U.S. tariff on Chinese EVs vs gas cars

By the numbers — swipe or use arrows

01More for lessAverage selling price of the top ten EV makers, with range. The three cheapest are Chinese and deliver the same distance as cars costing twice as much.
More for less — Why Chinese EVs are so far ahead$0$25,000$50,000$75,000$100,000$25,000Zeekr 283 mi283 mi$33,000Nio 270 mi270 mi$35,000BYD 286 mi286 mi$37,000Geely 267 mi267 mi$39,500Leapmotor 259 mi259 mi$40,000Chery 264 mi264 mi$47,500Hyundai 320 mi320 mi$52,500VW 286 mi286 mi$55,000Tesla 348 mi348 mi$79,500BMW 292 mi292 miModern MBA
View data
Value
Zeekr 283 mi$25,000
Nio 270 mi$33,000
BYD 286 mi$35,000
Geely 267 mi$37,000
Leapmotor 259 mi$39,500
Chery 264 mi$40,000
Hyundai 320 mi$47,500
VW 286 mi$52,500
Tesla 348 mi$55,000
BMW 292 mi$79,500
02The Chinese waveTop ten EV makers by global sales volume. BYD alone sells more than the next three combined.
The Chinese wave — Why Chinese EVs are so far ahead0M1M2M3M4M5M4.6MBYD1.7MGeely1.6MSAIC1.6MTesla1.2MVW1MChery0.9MChangan0.8MHyundai0.6MLeapmotor0.6MBMWModern MBA
View data
Value
BYD4.6M
Geely1.7M
SAIC1.6M
Tesla1.6M
VW1.2M
Chery1M
Changan0.9M
Hyundai0.8M
Leapmotor0.6M
BMW0.6M
03Buy over makeComponents in America's bestselling gas cars, split by who makes them. The automaker builds a fifth of the vehicle and buys the rest.
Buy over make — Why Chinese EVs are so far ahead05001,0001,5002,0002,5001,663317Ford F-SeriesF-Series1,591349Chevy SilveradoSilverado1,419401Toyota RAV4RAV41,335445Toyota CamryCamry1,544316Nissan RogueRogue1,342378Honda CivicCivicOUTSOURCEDIN-HOUSEModern MBA
View data
OutsourcedIn-house
Ford F-Series1,663317
Chevy Silverado1,591349
Toyota RAV41,419401
Toyota Camry1,335445
Nissan Rogue1,544316
Honda Civic1,342378
04Electric inverts itThe same split for electric vehicles. EV makers build most of the car themselves — there is no supplier margin stack to pay for.
Electric inverts it — Why Chinese EVs are so far ahead05001,0001,5002,0002,5001,663317Ford F-SeriesF-Series1,335445Toyota CamryCamry5601,040Tesla Model YModel Y3301,320BYD SealSeal5631,047Xiaomi SU7SU77201,080Rivian R1SR1S4801,120Lucid AirAirOUTSOURCEDIN-HOUSEModern MBA
View data
OutsourcedIn-house
Ford F-Series1,663317
Toyota Camry1,335445
Tesla Model Y5601,040
BYD Seal3301,320
Xiaomi SU75631,047
Rivian R1S7201,080
Lucid Air4801,120
05The layer you pay forAnnual revenue of the Tier 1 suppliers that build gas cars. Every dollar here is a margin embedded in a vehicle someone else badges.
The layer you pay for — Why Chinese EVs are so far ahead$0B$25B$50B$75B$5B$3B1980$13B$9B1990$26B$19B2000$33B$28B2005$39B$36B2010$46B$37B2015$49B$43B2020$61B$50B2023BOSCHDENSOModern MBA
View data
BoschDenso
1980$5B$3B
1990$13B$9B
2000$26B$19B
2005$33B$28B
2010$39B$36B
2015$46B$37B
2020$49B$43B
2023$61B$50B
06Financing the disruptorTesla revenue from selling clean energy credits, against what legacy automakers spent buying them. The incumbents paid for the company that displaced them.
Financing the disruptor — Why Chinese EVs are so far ahead−$5,000M−$2,500M$0M$2,500M$5,000M$302M−$620M2016$419M−$880M2018$1,580M−$2,050M2020$1,776M−$2,350M2022$1,790M−$2,410M2023$2,760M−$3,680M2024TESLA CREDIT REVENUELEGACY SPENDModern MBA
View data
Tesla credit revenueLegacy spend
2016$302M−$620M
2018$419M−$880M
2020$1,580M−$2,050M
2022$1,776M−$2,350M
2023$1,790M−$2,410M
2024$2,760M−$3,680M
07Everyone takes state moneyU.S. Department of Energy loans granted for electric vehicle programs, 2009–2011. The largest recipient was Ford, not Tesla.
Everyone takes state money — Why Chinese EVs are so far ahead$0B$2.5B$5B$7.5B$5.9BFord$1.45BNissan$0.53BFisker$0.47BTesla$0.5BVPGModern MBA
View data
Value
Ford$5.9B
Nissan$1.45B
Fisker$0.53B
Tesla$0.47B
VPG$0.5B
08Where the subsidies wentGovernment support to accelerate EV adoption, 2009–2023. China funded the supply side and the infrastructure; America funded the buyer.
Where the subsidies went — Why Chinese EVs are so far ahead$0B$20B$40B$60B$80B$100B$120B$72.4B$12.5BBuyerrebates$104.7B$0BSales taxexemptions$26.2B$1.5BCharginginfrastructure$10.6B$6.5BTechnologyR&D$16.9B$2.2BGovernmentprocurementCHINAUNITED STATESModern MBA
View data
ChinaUnited States
Buyer rebates$72.4B$12.5B
Sales tax exemptions$104.7B$0B
Charging infrastructure$26.2B$1.5B
Technology R&D$10.6B$6.5B
Government procurement$16.9B$2.2B
09Where both competeEV sales by automaker origin in open markets. Given the choice, buyers pick the Chinese car roughly four times out of five.
Where both compete — Why Chinese EVs are so far ahead050,000100,000150,000200,000154,20038,500Brazil122,80021,600Thailand74,50032,000Mexico51,30054,000Australia46,10012,100Israel19,20019,400MalaysiaCHINESE BRANDNON-CHINESEModern MBA
View data
Chinese brandNon-Chinese
Brazil154,20038,500
Thailand122,80021,600
Mexico74,50032,000
Australia51,30054,000
Israel46,10012,100
Malaysia19,20019,400
10A tariff written for one productImport tariffs on foreign cars by type. Most countries tax gas and electric alike; the United States, the EU and India do not.
A tariff written for one product — Why Chinese EVs are so far ahead0%20%40%60%80%100%120%30%110%USA10%38%EU90%90%India35%35%Brazil30%40%Turkey15%15%China40%50%Mexico80%10%ThailandGAS CARSELECTRIC VEHICLESModern MBA
View data
Gas carsElectric vehicles
USA30%110%
EU10%38%
India90%90%
Brazil35%35%
Turkey30%40%
China15%15%
Mexico40%50%
Thailand80%10%
01 / 10

Figures from automaker annual reports and 10-K filings, Tier 1 supplier disclosures, national registration and customs data, U.S. Department of Energy loan records, and published teardown component counts

Key takeaways

01

The price gap is not marginal. The ten largest EV makers run from $25,000 at Geely's Zeekr to $79,500 at BMW, with BYD at $35,000 for 286 miles of range — the same range as a Volkswagen costing $52,500.

02

A gas car is an assembly job: roughly 30,000 individual parts, of which the automaker makes almost none. A Ford F-Series outsources 1,663 components and builds 317 in-house; a Toyota RAV4 outsources 1,419.

03

Electric vehicles invert that ratio. A Tesla Model Y outsources 560 components and builds 1,040 in-house, and BYD's Seal outsources just 330 against 1,320 — the supplier margin stack that inflates a gas car simply is not there.

04

The supplier layer is enormous and it takes its cut from every car: Bosch, Denso, Magna and Continental together bill over $200 billion a year, all of it embedded in the sticker price of vehicles their customers merely assemble.

05

Tesla was profitable before it sold a profitable car. It booked $2.76 billion in 2024 from selling clean energy credits to legacy automakers, who spent $3.68 billion buying them — the incumbents were financing their own disruptor.

06

State backing is the norm, not the Chinese exception. Ford alone took $5.9 billion in U.S. Department of Energy loans against Tesla's $470 million, and every major automaker in Germany, Japan, Korea and America was built behind decades of tariffs and subsidies.

07

Where the money went differs entirely. China spent $104.7 billion on sales tax exemptions and $26.2 billion on charging infrastructure; the United States spent $72.4 billion on buyer rebates and $1.5 billion on charging — demand subsidies against industrial ones.

08

In markets that allow both, it is not close: Chinese brands take 154,200 of 192,700 EV sales in Brazil and 122,800 of 144,400 in Thailand. The United States answers with an 80% tariff on Chinese electric vehicles against 10% on gas cars — a tariff written for one product.

09

This is the third time, not the first. The outcry about Chinese cars in the 2020s follows the same script as the Germans in the 1960s and the Japanese in the 1980s — and the American response to the last one was a 25% tariff on imported light trucks that is still in force.

10

China's advantage was planned over two decades, not stumbled into. Recognizing it would never catch a hundred-year head start on internal combustion, Beijing spent $230 billion on the EV industry between 2009 and 2023 to leapfrog the technology entirely rather than compete on it.

11

Consumer demand was manufactured directly. From 2010 buyers received rebates of up to $10,000 plus a 10% tax break, with a further cash bonus of up to $6,000 in tier-one cities like Shanghai and Beijing.

12

The real chokepoint is refining, not mining. China spent the 2010s building more refineries than any other country and now controls roughly 90% of global refining capacity for battery raw materials — lithium mined in America still has to be shipped to China to be processed.

13

Batteries are 30–50% of a vehicle's total cost, which is why the chemistry decided the price war. Lithium iron phosphate is 30% cheaper than nickel-manganese-cobalt for identical range, does not burn when punctured and lasts roughly twice as long — the reason a high-performance Chinese EV can sell for $20,000.

14

The domestic bloodbath was deliberate policy. A state-fostered price war cut the number of Chinese EV makers from 500 to about 100 in seven years, leaving survivors that had already proven they could build at cost.

15

Beijing's sharpest move was inviting the competition in. When its protected system stalled in the late 2010s it gave Tesla $1.4 billion in state loans, discounted land, tax breaks and matching consumer rebates — and the Shanghai Model 3 arriving in 2019 at local prices wiped out the domestic laggards.

16

Where both are allowed to compete, the result is one-sided: Chinese brands take 154,200 of 192,700 EV sales in Brazil, which is the outcome tariffs in North America and Europe exist to prevent.

Common questions

Why are Chinese EVs so cheap?

Three reasons that compound. Battery chemistry: lithium iron phosphate costs about 30% less than the nickel-manganese-cobalt packs Western makers use, for the same range, and batteries are 30–50% of a car's total cost. Vertical integration: an EV has far fewer parts than a gas car and Chinese makers build most of them in-house rather than paying Bosch or Denso a margin on each. And scale, funded by roughly $230 billion of state investment between 2009 and 2023.

Why can't American carmakers build a cheap EV?

Because they are assemblers, not manufacturers. A gas car has around 30,000 parts and the automaker makes almost none of them — a Ford F-Series is overwhelmingly third-party components with a supplier margin attached to each. That structure works for engines and fails for batteries, where the expensive part is the one you have to make yourself. A Tesla Model Y builds 1,040 components in-house against 560 outsourced; the legacy model inverts that.

Does China subsidize its EV industry?

Heavily and openly — about $230 billion between 2009 and 2023, including $104.7 billion in sales tax exemptions and $26.2 billion on charging infrastructure, plus consumer rebates up to $10,000 and a further $6,000 in tier-one cities. But subsidy is the norm rather than the Chinese exception: Ford alone took $5.9 billion in US Department of Energy loans, and Tesla booked $2.76 billion in 2024 from selling clean energy credits.

Who controls the EV battery supply chain?

China, at the refining step rather than the mining one. It spent the 2010s building refining capacity while Western countries shuttered theirs as mature and low-margin, and now controls roughly 90% of global refining for battery raw materials. Lithium, nickel or cobalt mined anywhere still has to be shipped to China to be processed, which is a far harder dependency to unwind than a mine.

What is LFP and why does it matter?

Lithium iron phosphate, the battery chemistry behind the price gap. It costs about 30% less than the nickel-manganese-cobalt chemistry Western makers standardized on, delivers identical range, does not burn or smoke when punctured, and lasts roughly twice as long. Since the battery is 30–50% of an EV's cost, that single choice is most of the difference between a $20,000 car and a $45,000 one.

Why did China invite Tesla in?

Because protection was producing zombies. By the late 2010s Beijing had hundreds of subsidized domestic EV makers and no world-class one, so it reversed course — giving Tesla $1.4 billion in state loans, discounted land, tax breaks and matching consumer rebates to build in Shanghai. The first Shanghai Model 3 in 2019 arrived at local prices with far better technology, and the domestic laggards were wiped out. Competition did what subsidy could not.

Are Chinese EVs actually good?

On the measurable specifications, yes. They are tens of thousands of dollars cheaper than the most affordable American EV, quicker than a $250,000 Porsche Taycan, and go substantially further on a charge. The interesting part is not that they are cheap but that being cheap is no longer the trade-off it was for Japanese cars in the 1970s or Korean cars in the 1990s.

Will Chinese EVs come to America?

They are effectively blocked by tariffs today, and the historical precedent suggests that is temporary. The United States handled Japanese and German competition in the 1980s by requiring them to build locally and source locally, which produced American factories and American jobs rather than an import ban. Where neither tariffs nor bans apply — Brazil, for instance — Chinese brands take the overwhelming majority of EV sales.

Discussion

  1. The case argues vertical integration stopped being a strategic choice and became the entry requirement. What else changes about an industry when its product shifts from mechanical assembly to software-led system?

  2. The core skill of Western automakers was coordinating 30,000 parts from hundreds of suppliers, each taking a margin. Is that skill now an asset or a liability, and can an organization unlearn its own core competence?

  3. Where both are allowed to compete openly — Brazil, Thailand, Australia — Chinese brands take the overwhelming majority of EV sales. What does that reveal that market share in protected markets cannot?

  4. If tariffs are the only thing holding a competitive position, what are you buying time to do, and how would you know whether you were spending that time well?

  5. You run a Western automaker. Do you compete, partner, or exit the segment — and what does your answer cost the business you already have?

Related case studies