Electric vehicles shift from export to domestic sales, but Chinese consumers may not be buying into it. While many car manufacturers pour huge investments into research and development and marketing to compete for market share, Volvo proposes so-called "subtractive aesthetics," claiming to "simplify design and enhance the experience." Whether this strategy will succeed is questionable.

Volvo's latest electric vehicle model, the EX30, was officially launched in Gothenburg, Sweden, priced at 200,800 to 255,800 RMB. The EX30 is the smallest electric vehicle model to date and was globally unveiled on June 7, 2023, in Milan, Italy, before it started to accept pre-orders in Europe.

According to many Chinese media reports, the market performance of the EX30 has been impressive, climbing to sixth place in Sweden's electric vehicle sales ranking as early as January this year. However, a closer look at the sales data reveals that the actual sales of the EX30 in Sweden were only 274 units. In comparison, Tesla's Model Y ranked first in sales with 575 units in the same month. At the product launch, Volvo proudly announced that the EX30 won 18 top awards in seven countries, seemingly hinting that an excellent electric vehicle not accepted by the Chinese market would indicate a lack of understanding of cars.

Looking solely at performance specifications, Volvo's EX30 is indeed competitive in the market: the single motor version has a range of up to 590 kilometers, the dual-motor version accelerates from 0 to 100 km/h in as fast as 3.6 seconds, and charging speed is also quite swift, with a maximum power of 153 kilowatts, taking only 25 minutes to charge from 0 to 80%. This set of data might suggest that despite the recent development of China's electric vehicle market, the momentum of foreign brands still exerts a strong competitive pressure.

However, a closer investigation reveals that the EX30 adopts Geely's Sustainable Experience Architecture (SEA) electric platform. This platform is independently developed by Geely and is suitable for a wide range of electric vehicle models from lower-priced brands to high-end brands like Lotus. The platform used by the EX30 is very similar to Zeekr X and the Smart #1.

Therefore, comparing the performance of Zeekr X, which has a maximum range of 560 kilometers and an acceleration of 0 to 100 km/h in 3.7 seconds, it may seem slightly inferior to the Volvo EX30. However, both dual-motor versions of these two vehicles use the same Volvo electric motor, even with the same model; and regarding batteries, although the suppliers are different, both use ternary lithium batteries with a capacity of 66 kWh.

The slight differences in range and acceleration parameters may stem from the size differences between Volvo EX30 and Zeekr X. The weight of the Volvo EX30 is 1885kg, which is 60kg lighter than Zeekr's 1945kg. The launch of the Volvo EX30 can be seen as a repacking of Zeekr X, aptly described as "Volvo's version of Zeekr X." Additionally, the market presence of the Volvo EX30 also reflects to some extent the trend of shifting from export to domestic sales. Although the model may be acceptable for foreign consumers, its cost-efficiency is not considered top-notch for domestic buyers.

Taking cost into consideration, the entry-level price for the Volvo EX30 is set at 200,800 yuan, equipped with a single motor and a 49Kwh lithium iron phosphate battery, capable of achieving a range of 410 kilometers. By comparison, the Zeekr X starts at 200,000 yuan, offering a single motor and a 66Kwh ternary lithium battery, enjoying a range of 560 kilometers. If one wishes to have a Volvo EX30 Plus version with performance comparable to the Zeekr X, then a starting price of 219,800 yuan is required. Thus, the question arises: Is the Volvo brand worth this 20,000 yuan premium? The answer is not certain.

In the eyes of Chinese consumers, Volvo has always been renowned for its outstanding safety standards. Volvo is well aware of this and thus emphasized the classic and sturdy cage-like body structure of the EX30 in its publicity, boasting a high-strength steel usage ratio of 71%, and a roof capable of withstanding 10 tons of pressure—the weight equivalent to over 6 EX30s. In addition, the interior is equipped with 7 airbags, to ensure all-around safety for passengers.

However, by looking at the details of the Zeekr X, we can find that it is based on the SEA architecture, using a cage-like body structure with a high-strength steel ratio of 73% across the whole frame, and the roof load capacity reaches 9 tons. This car also comes standard with 6 airbags. This showcases Geely's subbrand's precise strategy in product positioning, and from a safety perspective, Volvo indeed seems to have the upper hand.

Nevertheless, upon closer inspection of Volvo's touted "aesthetic of subtraction," there is a bit of confusion. For example, the Volvo EX30 has done away with the traditional instrument panel, even the position for the HUD head-up display was replaced by a continuous strip of speakers, forcing the driver to check the speed information through the central control screen. This aligns with the design styles of Musk and Tesla, but seems somewhat inconsistent with Volvo's safety-first brand philosophy, as it may distract the driver's attention.

In addition, Volvo relocated the window lifting buttons from the side of the window to the central armrest and only set up two buttons for controlling the window lifting. To operate the rear windows, one must first press the "REAR" button. Moreover, both the "REAR" button and the adjacent lock and unlock keys are designed with a touch panel, although differentiated by protrusions, they may still lead to accidental touches.

Although the interior design of the Volvo EX30 seems to have the commonality of a popular ID, it still lacks the uniqueness of the Volvo brand in some respects. Some people may find this design both minimalist and practical, while others may think it appears somewhat rudimentary. Since the EX30 model is relatively small in size, this leads to a less spacious area in the back seat. Even female drivers who are not considered tall might feel cramped legroom.

Regarding safety, if the legroom for rear passengers is too small, they are likely to hit the front seats in the event of an accident, causing relatively serious injuries. However, the choice of interior materials for the EX30 is more popular, avoiding the full leather used by many manufacturers in China, and instead using more environmentally friendly materials, full of texture and with Scandinavian design aesthetics. In terms of exterior, the EX30 also has its unique aspects, different from the current popular design styles on the domestic market.

For consumers who are fond of brands and appreciate this unique look, they may accept premium prices for a vehicle model that has been converted from export to domestic sales. However, in the current market environment, the EX30 seems more like an export product using Chinese technology to empower a foreign brand. While reliable in performance and reasonable in configuration, it does not stand out in terms of product strength in the domestic market.

Regrettably, this is not the first time Wuling has introduced a "rebadged vehicle". The EM90 is a clear example, which, at its launch last year, claimed to be a Nordic pure electric luxury MPV, but in actuality, it seems more like a model specially made for the Chinese market. Both in terms of configuration and appearance, the EM90 is very similar to the Zeekr 009. Despite taking over four months from the price announcement on November 12, 2023, to the commencement of deliveries on March 25, 2024, the launch of the Zeekr 009 Glory Edition redefined market competition, offering not only a lower price but also surpassing Wuling in terms of luxury features.

Wuling is not the only one facing such a lack of market competitiveness. Even luxury brands such as Mercedes-Benz and BMW face the challenge of good sales overseas but struggle to achieve the same success in the Chinese market. In comparison, Wuling's advantage lies in its ability to directly utilize the local technology of its parent company Geely Group, and offer so-called "technical assistance" in foreign markets. On the other hand, sub-brands like Polestar, although also using Geely's technology, still have the potential to reap profits and sales due to their distinctive personalities and high brand recognition.

If a business attempts to seek favor with China's younger generation by affixing a borrowed "Nordic" label on local technology, one thing must be clear––China's young consumers have a plethora of choices and will not be easily swayed by appearances. Among the many automotive brands available for selection, while new models from Volvo are in the spotlight, whether they can truly win the hearts of young people remains an unknown.