The transition to EVs is a complete reset of the car market. The halo effect of a luxury ICE brand has little effect on Chinese customers decision making on EV purchases and so specification and low prices are key. As a result of sales and profit collapse in China, German and Japanese manufacturing is reducing head count. To level the playing field the EU is imposing tariffs on Chinese brands based according to the amount of government financial support that each has received from the Chinese government. Mercedes, BMW and VW have all produced EVs of varying success and now, facing an existential crisis, they have to make significant changes.