Starting a car company is very difficult. China supports its brands with big subsidies, giving them a huge advantage. On the other hand, many countries, including us, follow different rules. We avoid directly helping our companies, make sure tenders are open and fair, and do not favour any single company. It’s really hard for TOGG to compete with these big players. We don’t have China’s money or the reputation of European brands. Even the biggest Japanese carmakers are merging to survive in this tough market.
The only way to compete with China is through economies of scale. We’ve placed tariffs on Chinese cars, but they are challenging this at the WTO.
Or as someone suggested a merger with another brand.