| Brand |
Market Position |
Notable Models |
Swiss Price Range (CHF) |
Key Feature |
| BYD |
Full-category EV leader |
Tang EV, Atto 3, Seal |
35,000–85,000 |
Strong battery tech, broad lineup, high reliability |
| MG |
Affordable EVs |
MG4, MG5 |
25,000–40,000 |
Cost-effective, user-friendly, compact EVs |
| ZEEKR |
High-end smart EV |
ZEEKR 001 |
60,000–90,000 |
Luxury interiors, intelligent driving system |
| XPENG |
Intelligent EVs |
P7, G9 |
50,000–80,000 |
Smart cockpit, autonomous features |
| Leapmotor |
Value EVs |
C11, T03 |
20,000–35,000 |
Affordable, practical, decent range |
| JAC |
Entry-level EVs |
iEV7S |
18,000–30,000 |
Budget-friendly, reliable basic EV |
Founded by Wang Chuanfu in Shenzhen in 1995, BYD initially focused on the secondary rechargeable battery sector. By 2003, it had become the world's second-largest rechargeable battery manufacturer. In the same year, it officially entering the automotive industry and completing the extension from core components to whole-vehicle manufacturing.
BYD's core competitiveness stems from the technological moat of its "three-electric system" (battery, motor, electronic control), with multiple technologies leading the world.
- In battery technology, BYD achieves independent R&D and production of power batteries. Early lithium iron phosphate batteries laid its market position, while Blade Battery—through a long-cell design—enhances energy density and safety, becoming an industry safety benchmark after passing the needle penetration test.
- In the power system, DM-i Super Hybrid (electricity-dominant, fuel-assisted) delivers ultra-low fuel consumption and a smooth driving experience, breaking the monopoly of joint-venture hybrid technologies. In the pure electric field, independently developed permanent magnet synchronous motors and electronic control systems have undergone iterative upgrades, providing strong power support for models.
- In supporting technologies, self-developed IGBT chips have broken foreign monopolies, realizing independent control of automotive-grade semiconductors, reducing costs, and improving supply chain stability.
- Entry Time: BYD officially entered the Swiss market in 2021, seizing the opportunity of Europe's new energy policy dividends and its own sales advantages.
- Market Positioning: It has formed a "full-price gradient coverage" strategy: Tang EV and Han EV target the mid-to-high-end household market (250,000-400,000 RMB); Dolphin and Yuan PLUS capture the mainstream commuting market (150,000-250,000 RMB); and Yangwang U8/U9 will be introduced later to enter the million-yuan luxury market, catering to both family users and high-end consumer groups.
- Sales Model: Combines "dealer cooperation + localized service centers." It cooperates with Switzerland's well-known local dealer AMAG Group to build a sales network, and sets up brand experience centers in core cities such as Zurich and Geneva, providing test drives, after-sales services, and technical consulting to ensure a high-end user experience.
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- Positioning: Core compact electric vehicle
- Highlights: WLTP range of 427 km, e-Platform 3.0 technology, flexible body suitable for urban commuting
- Starting Price in Switzerland: 20,990 CHF
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ATTO 2 (Overseas Version of Yuan PLUS)
- Positioning: Compact SUV
- Core Highlights: Global bestseller, equipped with Blade Battery, fast charging support, DiLink intelligent cockpit
- Starting Price in Switzerland: 28,950 CHF
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- Positioning: Sports pure electric sedan
- Core Highlights: CTB (Cell to Body) technology, 0-100km/h acceleration in 3.8 seconds for dual-motor version
- Starting Price in Switzerland: 38,800 CHF
MG was founded in 1924. It was acquired by Nanjing Automobile Group in 2005 and merged into SAIC in 2007. MG is a key brand in SAIC’s global strategy. Its core strength is combining British design with SAIC’s technology, including electric and plug-in hybrid systems. MG targets international new energy markets in Europe, Southeast Asia, and Australia. It offers EV and hybrid models such as the MG4 EV, balancing sports features and practical attributes.
- Entry Time: Relying on SAIC's European layout foundation, MG entered the Swiss market as early as 2019, making it one of the early Chinese brands to deepen its presence in the market.
- Market Positioning: Focuses on "British sports genes + high cost-effectiveness," targeting young consumer groups aged 18-35 with a budget of 180,000-350,000 RMB. Models such as MG4 EV and MG ZS EV take "sports design + long battery life" as core selling points, adapting to Swiss urban commuting and short-distance self-driving scenarios.
- Sales Model: Mainly "SAIC Europe channel empowerment + local dealer linkage." It leverages SAIC's logistics and after-sales network in Europe to cooperate with local Swiss dealers such as Auto Binck Group to establish sales outlets. At the same time, it strengthens British cultural identity through "MG Live!" brand activities to enhance young user stickiness.
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- Positioning: Full hybrid compact car
- Core Highlights: Hybrid system balancing fuel consumption and power, compact and flexible body
- Starting Price in Switzerland: 19,990 CHF
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- Positioning: Pure electric compact crossover
- Core Highlights: British design style, pure electric drive adapting to diverse scenarios
- Starting Price in Switzerland: 32,980 CHF
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- Positioning: Pure electric compact SUV
- Core Highlights: Pure electric drive, practical space, suitable for family commuting
- Starting Price in Switzerland: 35,500 CHF
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- Positioning: Fuel-powered SUV
- Core Highlights: Traditional fuel power, balanced configuration, outstanding cost-effectiveness
- Starting Price in Switzerland: 37,980 CHF
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- Positioning: Plug-in hybrid SUV
- Core Highlights: Plug-in hybrid system balancing pure electric range and fuel supply, suitable for long and short-distance travel
- Starting Price in Switzerland: 46,980 CHF
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- Positioning: Intelligent electric SUV
- Core Highlights: Equipped with intelligent configurations, pure electric drive, high technological sense
- Starting Price in Switzerland: 49,980 CHF
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- Positioning: Luxury electric SUV
- Core Highlights: Luxury configurations, pure electric drive, targeting mid-to-high-end market
- Starting Price in Switzerland: 59,980 CHF
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- Positioning: Pure electric convertible sports car
- Core Highlights: Convertible design, strong sports performance, British sports car genes
- Starting Price in Switzerland: 79,980 CHF
ZEEKR is a high-end pure electric brand with the label "performance and technology" launched by Geely Holding Group in 2021, relying on the group's over 20 years of automotive manufacturing experience, new energy R&D accumulation and full-industrial-chain resources, supported by the exclusive SEA Architecture, equipped with core technologies including high-end performance, intelligent cockpit, intelligent driving system, Qualcomm Snapdragon 8155 chips, battery management technology and efficient electric drive system, launched its first model ZEEKR 001 in the year of establishment with annual sales exceeding 100,000 units in two years, covering the 200,000-500,000 RMB price range domestically with a product matrix including sports sedans, luxury MPVs and high-end compact SUVs, targeting European luxury brands like BMW, Mercedes-Benz and Audi internationally, having laid out sales networks in multiple European countries and planning to deepen global market penetration through localized operations.
- Entry Time: ZEEKR officially landed in the Swiss market in 2023, entering the mature luxury market as a high-end brand.
- Market Positioning: Clearly positioned as a "performance luxury pure electric benchmark," directly targeting models such as BMW iX and Mercedes-Benz EQE. ZEEKR 001 targets the 400,000-600,000 RMB sports luxury sedan market, and ZEEKR 009 aims at the 600,000-800,000 RMB high-end MPV market, focusing on high-income families and business users.
- Sales Model: Adopts a high-end model of "direct-operated experience stores + customized services." It sets up brand direct-operated experience stores in core business districts of key cities such as Zurich and Basel, providing one-on-one car purchase consulting and customized configuration services. On the after-sales side, it cooperates with local high-end automotive service institutions to ensure the professionalism and timeliness of maintenance.
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- Positioning: Compact luxury SUV
- Core Highlights: SEA Architecture, luxury configurations, compact and flexible
- Starting Price in Switzerland: 44,900 CHF
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- Positioning: Pure electric compact SUV
- Core Highlights: 800V high-voltage platform, high charging efficiency, rich intelligent configurations
- Starting Price in Switzerland: 53,990 CHF
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- Positioning: Luxury shooting brake
- Core Highlights: SEA Architecture, shooting brake design, balancing sports performance and luxury
- Starting Price in Switzerland: 59,900 CHF
Leapmotor is a new force in China's new energy automotive market founded in 2015, with "full-stack self-development" as its core strategy, operating independently without attachment to traditional large automotive groups, focusing on the "intelligent core" and "power core" of new energy vehicles, building an independent R&D system covering batteries, electric drives, intelligent cockpits and intelligent driving, owning self-developed technologies including five-in-one electric drive assembly, battery management technology, Leapmotor OS system, Leapmotor AD high-level assisted driving system and equipping Qualcomm Snapdragon series chips, delivering its first mass-produced model Leapmotor S01 in 2020, listing on the Hong Kong Stock Exchange in 2023, targeting consumers pursuing technological configurations with limited budgets, covering the 100,000-300,000 RMB price range domestically with products like Leapmotor C11, C01 and T03, entering overseas markets such as Switzerland through export, relying on "high cost-effectiveness + strong technology" to attract consumers and establish local market awareness.
- Entry Time: As a latecomer, Leapmotor officially entered the Swiss market in 2024, seizing the segmented market with the cost advantages of full-stack self-developed technologies.
- Market Positioning: Focuses on "high value-for-money entry-level luxury," targeting technology enthusiasts with a budget of 200,000-350,000 RMB. With Leapmotor C11 EREV and C01 BEV as core models, it highlights the differentiated advantage of "the only standard lidar + high-level intelligent driving in the same price range."
- Sales Model: Adopts an asset-light model of "online direct sales + regional dealer experience." Users can complete car selection and ordering through the official website, and cooperate with local dealers in cities such as Zurich and Bern to set up experience points for test drives. After-sales services cover core regions through authorized service centers, balancing costs and user experience.
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- Positioning: Micro electric vehicle
- Core Highlights: Compact body, suitable for urban short-distance commuting, high cost-effectiveness
- Starting Price in Switzerland: 23,900 CHF
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- Positioning: Intelligent compact SUV
- Core Highlights: Full-stack self-developed intelligent configurations, practical space
- Starting Price in Switzerland: 29,900 CHF
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- Positioning: Mid-size SUV
- Core Highlights: Available in pure electric and EREV versions, adapting to different needs
- Starting Price in Switzerland: 35,900 CHF
As a technology-driven benchmark among China’s new-force automakers, Xpeng Motors was founded in 2014 with a focus on intelligent driving and cockpits, supported by full-stack self-developed technologies. It launched its first mass-produced model in 2018 and listed on the NYSE (2020) and HKEX (2021). Operating independently, Xpeng’s core strengths lie in its XNGP intelligent assisted driving system (competing with Tesla’s FSD across scenarios) and Xmart OS intelligent cockpit (offering scenario-based interaction and vehicle-home connectivity). Targeting mid-to-high-end markets (RMB 150,000-400,000 domestically), it has expanded globally, entering European markets with localized intelligent technologies to compete directly with international giants like Tesla.
- Entry Time: In 2023, it entered the Swiss market simultaneously with ZEEKR, breaking through by focusing on the intelligent technology track.
- Market Positioning: Positioned as a "intelligent electric technology benchmark," directly targeting Tesla Model 3/Y. With Xpeng G6 and G9 as core models, it targets the mid-to-high-end technology consumer market of 350,000-600,000 RMB; highlighting localized technical advantages such as XNGP European version intelligent driving and multi-language intelligent cockpit.
- Sales Model: Adopts a model of "direct-operated experience centers + super charging station supporting." It sets up brand direct-operated experience centers and service centers in Zurich and Geneva, and simultaneously deploys a super charging station network, building a complete ecosystem through "technology experience + energy services."
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- Positioning: Intelligent coupe SUV
- Core Highlights: Intelligent driving configurations, coupe SUV shape, balancing sports and practicality
- Starting Price in Switzerland: 59,990 CHF
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Xpeng P7
- Positioning: Intelligent coupe
- Core Highlights: Pure electric drive, intelligent driving system, sports coupe shape
- Starting Price in Switzerland: 59,990 CHF
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- Positioning: Flagship intelligent SUV
- Core Highlights: 800V platform + XNGP intelligent driving, flagship configurations
- Starting Price in Switzerland: 71,500 CHF
As a long-established state-controlled Chinese automaker founded in 1964, JAC Motors boasts nearly 60 years of manufacturing experience, focusing on practicality and economy across commercial and passenger vehicles. It entered passenger car segment in 2001, started new energy R&D in 2009, and operates independently while gaining technical empowerment via a joint venture with Volkswagen. Its core strengths lie in robust commercial vehicle manufacturing (low maintenance costs) and practical new energy technologies (climate-adaptable battery management, reliable electric drives). Domestically, it covers affordable passenger cars (below RMB 100,000) and mainstream commercial vehicles; in Switzerland, it targets budget-conscious users and commercial scenarios with cost-effectiveness and reliability.
- Entry Time: JAC first entered the Swiss market in 2020 through commercial vehicle exports, and later gradually expanded its passenger vehicle business.
- Market Positioning: Adopts a "simultaneous development of commercial and passenger vehicles" strategy: on the commercial side, Shuailing i5 pure electric light trucks target the small logistics market of 100,000-200,000 RMB, adapting to Swiss urban distribution scenarios; on the passenger side, JAC iEVA50 targets the economical household market of 150,000-200,000 RMB, facing family users with limited budgets.
- Sales Model: Mainly "industry cooperation + dealer distribution." On the commercial side, it signs bulk procurement agreements with local Swiss logistics enterprises; on the passenger side, it cooperates with regional dealers to cover small and medium-sized cities. After-sales services extend passenger vehicle services relying on the commercial vehicle service network, reducing operating costs.
When exploring the high-end Swiss automobile market, Chinese automakers have formed a common strategy of "high-standard alignment, technology-driven, and brand upgrading," laying a unified foundation for differentiated competition.
In terms of high-standard alignment, Chinese brands generally take international high standards as the benchmark, opening the market through quality control and localized adaptation: JAC introduces European quality control standards through joint venture cooperation with Volkswagen; ZEEKR, Xpeng and other brands optimize intelligent driving systems for Swiss road scenarios; MG adapts to European aesthetic preferences relying on British brand genes—all achieving efficient alignment between products and the market.
Technology-driven is the core support. Whether it is BYD's "three-electric" moat built with Blade Battery and DM-i hybrid, Xpeng's intelligent advantages centered on the XNGP system, or Leapmotor's cost-effective technology output through full-stack self-development, all take core technologies as the breakthrough point, shaking off the "low-end and cheap" label.
Brand upgrading has become a collective pursuit. BYD launches the Yangwang brand to enter the luxury market; ZEEKR directly targets traditional luxury brands such as BMW and Mercedes-Benz; Xpeng competes with Tesla with an intelligent technology label; even economical or new brands such as JAC and Leapmotor have achieved brand value improvement at the same price point through technical configuration upgrades, forming a pattern of full-tier brand upward development.
Reference:
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BYD: https://www.byd.com/de-ch
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Leapmotor : https://www.leapmotor.net/ch-fr
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Zeekr: https://www.zeekr.ch/de
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XPENG: https://xpeng-cars.ch/
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MG: https://www.mgmotor.ch/de
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JAC: https://jac-schweiz.ch/en/
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XPENG https://xpeng-cars.ch
