SPOILT FOR CHOICE

Car buyers have never had more brands and technology options to pick from than now

- BY EILEEN FALKENBERG-HULL

THE AUTOMOTIVE INDUSTRY IS more global today than ever before. Brands from Asia, Europe and North America are selling in each other's regions and far beyond.

Focusing on the rise in prominence of companies from China and decline of competitiveness from U.S. brands doesn’t tell the whole story. As it was at the dawn of the 20th century, the 21st century began with a number of brands entering the market, giving new car buyers more options than ever.

Though BYD is commonly mentioned when analysts discuss new Chinese brands aiming for a worldwide presence, the company has been making cars for over 20 years. In that time, dozens of automakers have sprung up in BYD’s backyard: Xpeng, Nio, Leapmotor, Lynk & Co, Wey, Arcfox, Haval, Maxus and Ora among them.

China-based umbrella corporations selling multiple brands have had more sticking power in the global market than its independent carmakers. SAIC Motor sells cars under the IM Motors, Maxus, MG, Rising Auto and Roewe brands. Geely Auto’s umbrella includes Lotus, Lynk & Co, Polestar, Proton, Smart (part of a joint venture with Mercedes-Benz), Volvo Cars and Zeekr. They also make London's famous LEVC black cabs.

Korea's Hyundai Motor Group has expanded its footprint, including its maturing Genesis premium brand. Launching gas, hybrid, plugin hybrid and battery-electric vehicles on shores near and far from its home base under the Kia, Hyundai and Genesis brand names, the automaker has excelled at keeping prices relatively low while raising mass market technology and safety expectations for such vehicles.

European automakers are walking the line between global market powertrain diversity that ensures better overall company business health and looming regulations from governments close to home.