Can the Phenomenon of Automobile Electrification be transformed into the Development Direction of the Automobile Industry?

Internationale Automobil-Ausstellung Show in 2023 just came to an end. In April, 2024, German Federal Chancellor Scholz led a huge business delegation to visit China (China Digital Space, 2024) Germany, which has always been proud of the automobile industry and technology, has caused a heated discussion about the development direction of the automobile industry from professional automobile media to online self-media[2]. As an international student studying advanced business management expertise in Germany, the author is curious about this changes. In particular, the latest media reports show that Apple has given up pushing forward the car-building project for nearly 10 years. Subsequently, Källenius, Chairman and CEO of Mercedes-Benz Group, also said that Mercedes-Benz would no longer adhere to the original goal of fully turning to electric vehicle sales in major markets by 2030. Previously, Mercedes-Benz's pursuit of motorization was fanatical. In 2021, Mercedes-Benz proposed an all-electric strategy. The goal is that the sales of all-electric and plug-in hybrid vehicles will reach 50% by 2025. Starting from 2030, Mercedes-Benz will be basically transform into an all-electric vehicle. These developments once again aroused the author's interest in whether motorization will become the development direction of the automobile industry. Hegel, a German philosopher, once pointed out in Science of Logic that existence is a phenomenon but it is not an illusion. Illusion corresponds more to existence, and phenomenon is higher than existence with richer connotation, because phenomenon contains its own reflection and reflection of other things, and phenomenon itself also has its own internal stability contradiction. Germany is a country of rational speculation, and the appearance of any phenomenon will not affect the Germans' thinking and exploration of its essence. Similarly, from the perspective of subjective feeling and rational analysis, this paper will try to discuss the change of German automobile consumption trends from the perspective of commercial marketing, and then prove the inherent logic of some industry behind the trend. With interest in learning and thinking, the author tried to drive a fuel-powered car and an electric car by himself. One is a German Mercedes-Benz GLC 300 manufactured and sold in China. This car is very popular among middle class consumers in China. Another model that I test drive is the M9, which was launched in the fourth quarter of 2023. It was jointly developed by Huawei, a network intelligent terminals supplier in China, Energy storage battery maker called Ningde Times and Seres Veicles. According to the report of China's mainstream media, China National Radio Network, on March 19,2024, the media once again held the top five positions of luxury brands with a weekly sales volume of 86,000 vehicles, and tried out two models. Another market factor is that the sales price of these two models are in the range of 500 thousand to 600 thousand RMB.