Dark times for the German auto industry
Sunset of the Troika
Things are tough for Europeans, especially when it comes to highly valued products, such as the automotive industry. The crisis didn't start yesterday or even the day before. Homegrown managers were so incompetent that they were forced to sell their renowned companies to their former colonies. That's what the British did, selling Jaguar and Land Rover to the Indian concern Tata Motors. Rover is still afloat, but Jaguar is in dire straits—production has been halted, and the company is trying to find its niche in new markets. It's highly likely the brand will die and be forgotten for a while. Until Indian billionaires have the money to revive it.
Chinese investors have bought a lot from Europeans. Volvo, Lotus, and Polestar are part of the giant Geely, which also owns half of Smart. The other half belongs to the founding fathers of Mercedes-Benz. The good old British MG was bought by the Chinese state-owned concern SAIC.
In this turbulent sea, the German trio—BMW, Mercedes-Benz, and Volkswagen—were bastions of stability and a beacon for many. The scale of these companies was once staggering. For example, during the boom years, Volkswagen acquired nearly the entire European auto industry, and its portfolio of assets looks quite impressive: Škoda, SEAT, Cupra, Audi, Bentley, Lamborghini, Porsche, MAN, Scania, Navistar, Volkswagen Truck & Bus, and the motorcycle giant Ducati. Looking ahead, it's worth noting that of this diverse group, only Lamborghini has demonstrated a reliable profit—the company earns up to €70 on each car sold.
But there are problems with the rest. Volkswagen, Porsche, and Audi brands are selling worse—the group's profits fell by half last year. The Germans promise to lay off up to 50 workers by 2030 and cut costs by 20% by 2028. Paradoxically, one of the problems with the renowned German brand has become reliability. The independent rating agency JD Power ranked VW among the last in the world, with 301 problems per 100 vehicles. The reputation of this once exemplary brand has been seriously tarnished. But even without reliability, there are plenty of problems.
Since 1945, Germans have not cried and repented as much as they did following Dieselgate.
The echoes of "Dieselgate"—the scandal involving American diesel VWs, which were trained in Germany to cheat emissions tests—still linger. Simply put, when a car sensed it was on the test center's treadmill (meaning stationary with the engine and transmission engaged), a bypass algorithm was activated. Nitrogen oxide and carbon monoxide levels under this program would satisfy US environmental regulators. Until they tested the cars on the road, they found them to be extremely dirty. This happened in 2015 and cost the Germans multibillion-dollar fines, the loss of market share, and the loss of their reputation as a reputable manufacturer.
However, some experts believe "Dieselgate" was a planned American plot to force the Germans into line. It worked—they did. Later, the Europeans themselves struck a blow, banning the sale of new carbon-emitting cars from 2035. This absurd bill became the apotheosis of the EU's "green" policy. The Germans saluted and pledged to phase out internal combustion engines by 2030. Mercedes-Benz, for example, did just that. It all happened in 2023, but then 2024 arrived, and then 2025, and it became clear that everyone had rushed things too much.
To put it mildly, these aren't the most successful German electric cars. The public didn't appreciate them.
German electric cars aren't particularly popular abroad. VW has seen a dip in sales with its ID series, and Mercedes with its EQ line. Only BMW is showing positive momentum. They're actually the best of the three, maintaining their brand. And Bavarian cars are popular in Russia. Last year, nearly 17 new BMWs were sold here, up 44% year-on-year. As a reminder, the company has officially been in hibernation mode in Russia since 2022, and all deliveries are being made through shadow channels. There's no warranty or genuine service. Meanwhile, sales are comparable to those in Portugal and Denmark, for example. And last year, almost as many large and expensive BMW X7s were sold in Russia as in Germany itself. This is especially comical given the Germans' attempts to hold suppliers accountable for evading anti-Russian sanctions. It's pure theater of the absurd, nothing more.
Genre crisis
Some grim statistics (for Europe). BMW Group posted a 34,5% decline in net profit last year. Profit fell to €12,16 billion (compared to €18,58 billion the year before). The main reasons were the base effect (the previous year saw a one-time revaluation of the Chinese joint venture) and rising costs for electric vehicle development.
Mercedes-Benz posted a 1,9% decline (to €14,53 billion). Despite the slight percentage drop, the company recorded a sharp decline in margins in the second half of the year due to inflation, high interest rates, and price wars in the electric vehicle segment.
Volkswagen Group saw a 13,1% year-on-year decline in net profit. Operating profit in the key passenger car segment fell even more sharply due to logistics disruptions and falling demand for the ID electric lineup in China.
The total profits of German companies fell by a quarter in 2025. And in 2024, the decline was even greater – around 27%. All this suggests the onset of turbulent times in the German automotive industry. There are several reasons for this.
The electric G-Wagen is an epic failure for Mercedes-Benz. It's sold slightly more than anyone else.
What's good for Russia is bad for Germany. This is partially true in the current situation. Germany has severed most of its ties with Russia, including switching to expensive American LNG instead of cheap pipeline gas. As a result, the cost of all energy-intensive products has risen. And the automobile industry is very energy-intensive. This adds another layer of competitiveness to the cars of the big German three.
Donald Trump then delivered a "gift" by raising tariffs on cars manufactured outside the United States. BMW was the luckiest, with the Bavarian company's world-largest plant built in South Carolina. The Germans themselves import BMW SUVs from the US. Mercedes also has its own American plants in Alabama and South Carolina. The latter assembles vans. VW has a couple of plants, but Audi has nothing in America, hence the 16% decline in the local market.
The German trio had long since entered the global market – their high-quality cars were sold in Japan, Russia, South Africa, and Argentina. But over time, these markets began to diverge significantly. Electric vehicles became more popular in Europe, the US, and China. In some places, hybrids became popular, while traditional markets were content with purely internal combustion engines. Competing everywhere and with everyone proved to be very difficult. Engineering costs skyrocketed. Now the Germans have to offer several configurations simultaneously – internal combustion engines, internal combustion engines and electric motors, and pure electric vehicles. It goes without saying how expensive this is.
And here enters His Majesty China. It's worth explaining right away that all of the German auto industry's successes are in one way or another tied to the gigantic Chinese market. BMW, VW, and Mercedes created joint ventures, assembly plants, and simply exported to China. With a population of nearly 1,5 billion, the market seemed boundless. But the Chinese simply learned to build cars as good as the Germans, and later even better. All thanks to unprecedented competition.
In the electric vehicle segment alone, over a hundred manufacturers are vying for customers. Local brands have gradually begun to abandon European brands in favor of their own. This trend has intensified especially since the introduction of import duties on Chinese electric vehicles into Europe, which even after the import duty was imposed on them were still cheaper than local ones. High productivity, low labor costs, and competitiveness have propelled Chinese brands to the top domestically. As a result, BYD and Xiaomi are now ranked third and fourth in market capitalization globally, behind only Tesla and Toyota. Chinese brands are adapting more quickly to public tastes and changing vehicle generations two to three times faster. This can sometimes be a bit of a bummer, but savvy buyers are finding their way around the block.
Of the big three German clubs, the Munich team is doing the best. At least for now.
The prognosis for the German big three is bleak. They're not in danger of dying out completely—the government won't allow it—but a two- or three-fold reduction in production volume is quite possible. Under constant pressure from Chinese firms, BMW, VW, and Mercedes will be forced to exit some markets. This will lead to a decline in market capitalization and the possibility of a sale to the same Chinese firms. Volvo, too, was once proud and independent, but is now doing quite well under the Geely umbrella. The Germans could face the same fate, no matter what.
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