In a significant development for the European commercial vehicle sector, Chinese electric freight truck manufacturers are accelerating their entry into the European market, poised to challenge established players with cutting-edge technology and notably lower prices. This surge follows the successful penetration of Chinese electric passenger vehicles across Europe, signaling a broader shift in the continent’s heavy-duty transport landscape.
More than six Chinese companies have announced plans to launch their heavy electric trucks in Europe by 2026. Among these are industry giants such as BYD, a leader in electric vehicles, and Farizon, a subsidiary of Geely Holding. Other prominent names include Sany, China’s top-selling electric truck brand, Sinotruk, and innovative startups like Windrose and SuperPanther. Windrose, founded in 2022, is particularly ambitious, aiming to manufacture trucks within Europe and exploring potential production partnerships in the United States with Xos, a company known for supplying delivery trucks to major logistics firms like UPS and FedEx. This move positions Windrose in direct competition with Tesla’s Semi, a long-anticipated electric big rig that CEO Elon Musk recently confirmed will enter mass production this year, nearly a decade after its initial reveal in 2017.
These Chinese entrants intend to price their vehicles significantly below the European average, targeting up to 30% less than the current market price of approximately 320,000 euros (around $380,000). This pricing strategy leverages China’s expansive scale in electric vehicle manufacturing and a more cost-effective supply chain for batteries and other components. In China, zero-emission heavy-duty trucks already represent nearly 29% of total sales, a stark contrast to Europe where electric freight trucks accounted for just 4.2% of truck sales in 2025, up from 2.3% the previous year. The slower adoption rate in Europe is largely attributed to the high cost of electric trucks, which are roughly three times more expensive than conventional diesel models, typically priced around 100,000 euros.
Despite the growing interest in electric trucks, European fleet operators have traditionally remained loyal to established brands such as Daimler Trucks, Volvo Group, Iveco, and Volkswagen’s Traton group, which owns MAN and Scania. These manufacturers dominate not only the European market but also hold significant shares globally outside of China. However, the cost-conscious nature of fleet owners is causing concern among these legacy companies, as the influx of competitively priced Chinese trucks threatens to rapidly erode their market share in the electric segment. Chris Heron, secretary general of the trade association E-Mobility Europe, emphasized the urgency by stating, “We have one or two years to get ahead of this, or the Chinese will eat our lunch.”
In response to the intensifying competition, European truckmakers are actively seeking support from policymakers. Industry leaders recognize the speed, innovation, and determination of their Chinese counterparts. Volvo Group’s CEO Martin Lundstedt acknowledged the challenge, describing the Chinese manufacturers as “speedy, innovative, decisive and committed,” and affirmed that the race for market leadership is well underway. Behind closed doors, organizations such as the European Automobile Manufacturers Association (ACEA) and E-Mobility Europe are lobbying the European Commission to implement measures that would stimulate demand for electric trucks produced by European companies before Chinese brands establish a strong foothold.
Proposals from these industry groups include incentives like reduced highway tolls for electric trucks, mandatory zero-emission freight requirements for large fleet operators, and other policies designed to accelerate the adoption of zero-emission trucks (ZETs). Thomas Fabian, ACEA’s chief commercial vehicle officer, stressed the need for a rapid increase in ZET uptake across Europe. Environmental organizations such as Transport & Environment (T&E) also back these initiatives, recognizing the importance of boosting demand to meet climate goals. The European Commission has already proposed easing carbon emissions standards for truckmakers by 2030 and supports various measures to encourage electric truck usage, including toll reductions. Additionally, the Commission is considering linking subsidies for electric trucks to European manufacturing and gradually mandating fleet electrification, signaling a comprehensive approach to fostering the sector’s growth.
The enthusiasm for electric trucks is evident in the Netherlands, where a government subsidy program totaling $95 million was fully subscribed within a single day in January, highlighting that affordability remains a critical factor for fleet operators. Stef Cornelis, director of electric fleets and trucks at T&E, remarked that pricing plays a decisive role in accelerating electric truck adoption.
From a technological perspective, Chinese manufacturers appear to be several years ahead of their European counterparts. Phil Dunne, managing director at consultancy Grant Thornton Stax, noted that Europe’s truckmakers had anticipated a longer timeline for Chinese entrants to develop suitable models for the European market, given the industry’s typical seven-year development cycle. However, the rapid progress by Chinese firms has caught many by surprise. Windrose, for example, took just three years to develop its Global E700 electric truck and secure regulatory approvals for sales in China, Europe, and the United States. A unique feature of the E700 is its central driver seating position, which eliminates the need to design separate models for left- and right-hand-drive markets—a common practice among traditional manufacturers who maintain distinct R&D teams for different regions.
Windrose’s CEO Wen Han revealed that the company invested $99 million in developing the E700 and plans to sell it in Europe for 250,000 euros (approximately $295,250), which is more than double its price in China’s highly competitive market. Belgian logistics firm Gilbert de Clercq has already placed an order for the E700, attracted by its competitive price, impressive 670-kilometre (416-mile) driving range, and rapid 35-minute charging time—more than twice as fast as most European electric trucks currently available. De Clercq highlighted China’s technological lead, estimating it to be about three years ahead of Europe in this sector.
To address concerns among European fleet managers about purchasing trucks from relatively unknown Chinese brands, these manufacturers are establishing local production and service networks. Xiaomi-backed SuperPanther and Sany have partnered with Germany’s Alltrucks, which operates around 650 service centers across Europe, ensuring after-sales support and maintenance. BYD plans to produce its trucks at its existing bus factory in Hungary, while SuperPanther’s vehicles will be assembled under contract by Steyr Automotive in Austria, utilizing a facility that previously manufactured MAN trucks. Frank Schulz, SuperPanther’s head of sales, emphasized the importance of European assembly as a key selling point for customers.
Interestingly, European truckmakers themselves are acknowledging the strength of Chinese technology. Scania, a major player in the European market, invested 2 billion euros last October to open a new factory near Shanghai that currently produces diesel trucks and will expand to electric models in the future. Scania has also aggressively recruited R&D talent in China to better compete with Chinese rivals both domestically and internationally. Christian Levin, Scania’s CEO, pointed out that the Chinese advantage lies in their ability to rapidly scale innovations into industrial production, a capability that European manufacturers must strive to emulate. During a visit to Scania’s electric truck factory in Södertälje, Sweden, Levin remarked, “That’s something that we as Europeans need to learn.”
