Have outside circumstances helped Asian OEMs to gain market share, or did they out-smart the rest of the field?
Turbulent changes were observed in the automotive industry, which from the shifting market ever since the Great Recession to the advances in electro mobility and new business models. The American OEMs have been struggling while Asians are gaining ground. Asian carmakers aren’t just gaining ground in North America, but in Europe also. They are not only gaining against captive American carmakers, but against Europeans too. This gain has occurred not just since the global crisis, but ever since.
The full study is available upon request