While Chinese new energy vehicles are engaged in a fierce price war, it seems that the other side of the world is following a completely different script, as new energy vehicles are gradually being abandoned in the European and American markets. On June 18, Gernot Döllner, the global CEO of Audi, confirmed in an interview with the media that the plan formulated by the previous management has been overturned. Audi has withdrawn its original plan to stop developing and selling internal combustion engine vehicles in 2033, and currently no clear termination timeline is set. According to the original plan, Audi was to launch its last batch of fuel - powered vehicles globally in 2026 and achieve full electrification in 2033.

Ferrari, the absolute star brand of the fuel age, originally planned to unveil its first Electric Car in three phases starting in October this year, and finally make a global debut next spring, with the first customer deliveries scheduled for October 2026. But according to Reuters, due to the lack of demand for high-performance luxury electric models, Ferrari's second pure electric vehicle originally planned for 2026 has been delayed until 2028 at the earliest. This is the second time Ferrari has delayed the launch of this pure electric model. It was initially delayed by a year, and now it will wait until 2028 at the earliest. According to insiders, the delay is mainly due to Ferrari's internal belief that the current demand for high-performance electric vehicles is "zero".

In addition to Audi and Ferrari, several multinational carmakers have become more pragmatic about the transition to electrification. Mercedes-Benz announced early last year that it would abandon its all-electric plan, saying it would no longer adhere to its original goal of making a full switch to electric vehicle sales in major markets by 2030. Volvo has since said it has abandoned its goal of selling only pure electric vehicles by 2030. Due to changing market conditions and lower-than-expected customer demand, Volvo has adjusted its electrification target to plug-in hybrid and battery-only models account for at least 90% of its sales by 2030.

In February this year, Audi's manufacturing plant in Forest, Brussels was officially closed. This decision will lead to 3,000 people losing their jobs and has caused quite a stir in Belgium and Europe. This is an old factory with a history of 76 years. It has witnessed the glory of the fuel vehicle era of Volkswagen and its Audi brand, and has also experienced the hardships of the company's electrification transformation. Due to issues such as poor sales of pure electric models mainly produced like the Q8 e-tron, serious overcapacity, and high production costs, Audi had to consider closing this factory. 

In Europe, high vehicle prices, long range and immature charging facilities are the core elements that deter buyers of electric vehicles. Charging infrastructure is a tricky topic that requires a lot of public and private investment, and in Europe, public services, whether at the national or regional level, are not the top priority. Data show that 70% of public charging stations in the European Union are concentrated in Germany, France and the Netherlands. The decline in demand for electric vehicles in Europe has led to a series of negative feedback, which carmakers do not want to see.

In Europe, high vehicle prices, long range and immature charging facilities are the core elements that deter buyers of electric vehicles. Charging infrastructure is a tricky topic that requires a lot of public and private investment, and in Europe, public services, whether at the national or regional level, are not the top priority. Data show that 70% of public charging stations in the European Union are concentrated in Germany, France and the Netherlands. The decline in demand for electric vehicles in Europe has led to a series of negative feedback, which carmakers do not want to see.

The survey highlights a significant increase in confidence among existing EV motorists. Six in 10 (61%) EV motorists worldwide say they are less worried about running out of power compared to a year ago, and nearly three quarters (72%) say the choice and availability of public charging points has improved. However, the study also found that interest in EVs among fuel vehicle motorists is declining. In the United States, this interest has decreased slightly (31% in 2025 and 34% in 2024), while in Europe it has declined even more significantly (41% in 2025 and 48% in 2024).

In response to this change in market demand, companies such as Ford, Renault, Kia, Hyundai, Porsche and Stellantis have adjusted their strategies, shifting their focus from R & D and production of pure electric vehicles to the development of hybrid systems, viewing this as a transitional technology. According to the forecast, the global FHEV market is expected to grow year by year, reaching a peak growth of 10.5% in 2030. This forecast indicates that hybrid vehicles will continue to play an important role in the coming period, especially in the context of cost and market acceptance challenges for pure electric vehicles.

The rise of China's new energy vehicles is essentially a dimensionality reduction blow to the industrial chain. Take BYD as an example, its sales volume in 2023 exceeded 3 million vehicles, surpassing Tesla to become the world's first. Behind it is the layout of the entire industrial chain: from lithium mining (such as Ganfeng Lithium Industry), battery manufacturing (BYD blade battery), to vehicle production, the cost is compressed to a level that European and American car companies cannot match. In the face of China's offensive, Europe and the United States choose "policy to build a wall". In 2024, the United States raised tariffs on Chinese electric vehicles from 25% to 100%, the European Union imposed 45% tariffs, and launched a "countervailing investigation", accusing Chinese car companies of relying on government subsidies for "unfair competition". This strategy of "blocking if you can't beat it" is actually to buy time for local car companies to transform. 

In the context of the European Union wielding a tariff stick on Chinese pure electric vehicles, Chinese automakers are "surging" in the European market with plug-in hybrid electric (PHEV) models as a breakthrough. Recently, preliminary data released by market analysis firm Dataforce shows that in Quarter 1, 2025, Chinese car sales in the European market reached 148,000 units, an increase of 78% year-on-year, and the market share jumped from 2.5% in the same period last year to 4.5%. Among them, the sales of plug-in hybrid models surged by 368% year-on-year, becoming the core engine driving growth.

However, it is worth noting that Chinese plug - in hybrid vehicles still apply a 10% basic tariff in Europe. This policy difference has become a "breakthrough point" for Chinese automakers. Facing tariff pressure, Chinese automakers are adjusting their strategies in the European market and gaining market sales by launching plug - in hybrid models. Among the electric vehicles sold by BYD in the EU in March this year, the proportion of plug - in hybrid models has reached 41%, while that of SAIC Motor is as high as 49%. Although the sales volume of the Chery brand in the EU market is relatively small, the sales volume of its plug - in hybrid models has exceeded that of pure electric models. Among the electric vehicles sold in the EU in March, the proportion of plug - in hybrid models is as high as 71%.

The "strategic withdrawal" of European and American car companies is actually a helpless choice under the global competition. When BYD raced at the speed of "27 patents per working day", when Chinese trams captured the European market at the "cabbage price", the outcome of the war was already doomed: either transformation or death. As Musk said: "If there is no Tesla in the United States, the electric car market will be dominated by China." And today, even with Tesla, this prediction is becoming a reality.