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The Jiangling Landwind "collision door" incident has faded from the headlines, but tensions between the EU and China over auto trade remain high. According to recent reports, the EU is preparing to initiate new negotiations with China on automotive trade issues. An English newspaper recently claimed that the EU is accelerating preparations for a potential trade conflict with China.
On November 7, a delegation from major German automakers—BMW, Mercedes-Benz, and Volkswagen—attended the 2005 China International Industrial Subcontracting Exhibition. Wagner, the general representative of the German Automobile Industry Association in China, stated that the visit had two main goals: first, to promote Germany’s automotive industry as a whole; and second, to support Chinese car manufacturers in entering the European market more smoothly.
In an interview with *China Business News*, the reporter recalled that earlier this year, the chairman of the German Automobile Industry Association, Belbod Gottschag, expressed hope that more Chinese cars would be exported to Europe. However, recent developments suggest that the EU may soon impose sanctions on Chinese auto exports. The reporter asked Wagner whether he believed Chinese cars were suspected of dumping.
Wagner responded by noting that when a new product enters a market, it often causes some controversy. He pointed to the case of Chinese brands like Landwind entering the European market. However, according to his understanding, these vehicles are not sold at a significantly lower price abroad than domestically. In fact, their prices are slightly higher than in China, though still cheaper than European models.
Therefore, he does not believe that Chinese cars exported to Europe are involved in dumping practices.
When asked about the sensitivity of the China-EU auto trade issue, especially following the “crash door†incident at the Frankfurt Auto Show, Wagner said that while ADAC holds some influence in Germany, it is not a government body, so its conclusions are not official. After the incident, Landwind dealers quickly commissioned TUV Rheinland, a reputable European testing agency, to conduct a formal crash test. This helped restore some trust and demonstrated effective crisis management, which Wagner called a classic example of marketing strategy for Chinese automakers entering Europe.
Looking ahead, if the EU imposes sanctions on Chinese auto imports, Wagner advised Chinese companies to focus on improving product quality. Additionally, he emphasized the importance of language skills, explaining that when German companies chose suppliers in China, they preferred those with better communication abilities.
He also highlighted the need for Chinese automakers to strengthen cooperation with insurance companies, as in Europe, any vehicle part issue could lead to a full recall. Having product insurance is the best way to handle such situations.
Finally, Wagner suggested that Chinese automakers should learn from Japanese companies, which enter foreign markets with a unified image and work together to manage risks. In contrast, Chinese companies tend to act independently. To succeed in the European market, he believes Chinese automakers should foster more collaboration and develop a stronger, more cohesive approach.
September 30, 2025