Chinese motorcycle giant Yadea is going to build a factory in Europe

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Jerry Zhou has been with the world’s largest electric motorcycle brand, Yadea, for 15 years. Since last year, he has been the CEO and responsible for the international expansion of his brand, which was founded in 2001, and has decided that Spain is the next big market to launch his European offensive, which will cover more than 20 countries. community.

Last year, Yadea had a turnover of 3,670 million euros. What projections do you have for the end of 2022?

This year we’re going to see an increase of more than 20% in billing. In the first half of 2022, our operating margin increased by more than 50%.

What are the challenges facing the electric motorcycle industry?

We started more than two decades ago and now our competitors and even governments are encouraging this kind of mobility. We believe this is an opportunity rather than a crisis.

We have two challenges ahead. The first is that the cost of electric vehicles should be equated with that of their combustion alternatives, whether motorcycles or cars. More and more cost benefits and better value propositions will be realized in the next 3 to 5 years.

The second is for governments, which are increasingly promoting environmental policies, but need the development of charging infrastructure. We want the Spanish government to allocate more resources to this area.

With electric vehicles, the benefits far outweigh the risks. Users will lead an ecological, healthy and safe life. As well as significant savings. As soon as governments and societies start investing in renewable energy and industries in the coming years. This will create much healthier environments for older people. More and more groups want to be able to travel short distances and we develop our products for the needs of our customers.

At the moment there is considerable inflation and price increases in the car market. Does this mean an increase in motorcycle sales?

I think they are independent and the last five years in China are a good example of that. Sales of both zero-emission cars and motorcycles have increased. All houses have both solutions, because for more than 100 kilometers they use a car, but between 5 and 30 they prefer to use the motorcycle. This is much more than a means of transport from point A to point B, such as a bus, but you enjoy driving it and a whole culture is developing around it.

Spain is the third European market in which Yadea is active. What is the difference between working here and in other EU countries?

We have great respect for the Spanish customer. We have chosen this market to be our main market because there is already a developed motorcycle culture and it is a potentially very large market. Otherwise, we have a clear strategy for our expansion. We are already present in the four largest: Spain, France, Italy and Germany. In the latter we have our headquarters in Frankfurt.

We will focus on three main pillars. Product development for Southern Europe; expanding our channels hand in hand with our partners; and working locally in operations, marketing and after-sales.

We want to make Spain our “standard marker”. and show the rest of Europe how well we can operate. Everyone, and we in particular, love Spain because the people are passionate and the motorcycle culture is alive. We are lucky enough to work with one of the best possible partners.
human mobility. They have been active on the Spanish market since 1995 and provide the best possible service.

Are you considering building a motorcycle or battery factory in Europe?

Our first priority is to reach the big four markets because they have great potential and that’s where we’ll spend our resources. We have already started expanding our activities throughout Europe and have already been in contact with more than 20 countries to set up distribution systems.

As soon as our sales increase, we will of course develop our supply chains in Europe. We have not yet decided in which country, but we are considering several, including Spain or Germany, to build our factory.

Will Yadea have a subsidiary distribution network?

Since we are a new brand, the first step to reach a market is to work with local partners, such as Human Mobility. However, in the German market, we are developing our subsidiary network, which will be a learning opportunity for us to build a distribution and after-sales model in Europe. We always keep customers and their experience in mind with every decision we make. If we believe that a local partner can offer better added value than ours, we do not hesitate to do business with them.

Source: La Verdad

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