Embattled Chinese EV Maker Hozon Targets Overseas Markets to Survive Fierce Price War
Hozon New Energy Automobile, a struggling Chinese electric vehicle (EV) start-up, is planning a significant shift in strategy to weather the ongoing price war in China’s EV market. The Shanghai-based company aims to sell half of its cars overseas by 2026 and achieve profitability in the same year, according to its founder and chairman, Fang Yunzhou.
The 10-year-old manufacturer of Neta-branded EVs has faced numerous challenges, including a cash crunch that forced it to downsize operations. “Through optimisation and reorganisation, we will simplify our management structure and reduce administrative costs to build a more efficient and youthful team,” Fang said in a statement. He described the downsizing as essential to creating a "new Hozon" but did not provide details about the layoffs.
Despite financial pressures, Hozon remains committed to launching an initial public offering (IPO) in Hong Kong. The company also plans to target China’s middle-income consumers, with a focus on breaking even by 2026.
Competitive Market Pressures
China’s EV market, the largest in the world, accounted for 65% of global EV sales in the first half of 2024, according to the China Passenger Car Association (CPCA). However, the domestic industry is overcrowded, with over 50 assemblers competing for market share. Excess production capacity and fierce competition have led to the collapse of several players, including WM Motor and Human Horizons.
Hozon’s financial struggles are compounded by lower demand for its vehicles compared to competitors. It delivered 85,908 vehicles in the first nine months of 2024, a 12% decline from the previous year, even as overall EV sales in China surged 34% to 7.9 million units.
“Hozon is struggling because its vehicles are less popular than its rivals’,” said Chen Jinzhu, CEO of Shanghai Mingliang Auto Service. “The brutal price war is intensifying its financial troubles, forcing the company to cut costs to stay competitive.”
Overseas Expansion and Price Adjustments
Hozon is accelerating its efforts to expand internationally. The company has started assembling vehicles in Thailand and is exporting cars to Southeast Asian markets to capitalize on rising demand for battery-powered vehicles. In 2023, exports accounted for 14% of its total deliveries, with 17,019 vehicles sold abroad.
The company has also been working to elevate the appeal of its budget-friendly Neta brand, inspired by the protective deity Nezha from Chinese mythology. By incorporating more advanced technology, Hozon has increased the average selling price of its vehicles to 113,000 yuan (US$15,549) in 2024, up from 109,000 yuan in 2023.
Financial Backing and Industry Context
Hozon has raised 26.4 billion yuan in venture capital over 11 rounds, with notable backers including Qihoo 360 Technology and Citic Securities. Despite narrowing its losses by 40% in 2023, the company still reported a 6.9 billion yuan deficit last year.
China’s EV industry remains challenging, with projected deliveries reaching 11 million units in 2024—just over half of the total production capacity of 20.2 million vehicles. To date, only a handful of companies, including BYD, Li Auto, and Huawei-backed Aito, have achieved profitability in the competitive market.
Hozon’s focus on overseas growth and cost-cutting measures underscores the tough realities of surviving in the world’s largest and most competitive EV market.