The manufacturer celebrated its five-year anniversary in Germany and drew a positive assessment of its involvement in "one of the world's most demanding markets." In cooperation with its distributor, Maxomotive Deutschland GmbH, which belongs to the globally active mobility provider Astara, the market was significantly expanded and its portfolio progressively broadened: with pickups and vans as well as diesel and electric drivetrains.
The brand, belonging to the Chinese SAIC Group, had already offered electric vehicles since its Germany debut in October 2020 and was originally designed as an electric brand. However, they had expected a faster ramp-up of e-mobility in Germany, but then had to add diesel models to the lineup when that did not occur. Sales shares for light electric commercial vehicles are still well below the five-percent mark.
At first,
the manufacturer started with an E-Van duo of eDeliver 3 and eDeliver9; today, it has an electric full range: In addition to the pickup eTerron 9 with all-wheel drive, there are four electric vans of different sizes, propelled by one or more electric motors—from the compact eDELIVER 3 to the large eDeliver 9. Because demand for diesel models remains high, in addition to two diesel versions of Deliver 7 and Deliver 9, the T60 MAX is now also offered as a conventionally powered pickup.
“Electric vehicles belong to the future: They do not have to fear driving bans in city centers or environmental zones and score with lower energy and maintenance costs while offering significantly more drive and noise comfort,” explains Gerald Lautenschläger, Country Director Maxus. “Nevertheless, diesel propulsion remains in high
demand. Therefore we are pursuing a dual strategy to reach as many operations as possible and to support them with individual solutions and attractive offers.”
The success speaks for the conventional course correction: In the first nine months of 2025, the brand recorded a total of 2,217 new registrations in Germany. On a contracting overall LCV market, the Chinese achieve a stable market share of just under 1.1 percent. In the electric segment, the share is above five percent, making Maxus one of the most popular brands in Germany.
Dealer network progressively expanded
Dealer network progressively expanded
Zu diesem Erfolg soll auch ein breites Händlernetz beitragen, wobei man auf erfahrene Autohäuser setzt und über 60 Vertragspartner an über 120 Standorten einen zuverlässigen und kompetenten Vertrieb und Service im Verkaufsgebiet der zu Astara
gehörenden Maxomotive Deutschland GmbH sicherstellt. Die agiert als Importeur und Distributor auf dem deutschen Markt.
„Unsere Verkäufer und Serviceberater haben entscheidenden Anteil daran, dass wir uns in den vergangenen fünf Jahren erfolgreich auf dem deutschen Markt etabliert und unseren Bekanntheitsgrad – begleitet von umfangreichen Maßnahmen wie Messeauftritten und Kundenevents – gesteigert haben“, erklärt Patrick Reimers, Geschäftsführer der Astara Mobility Deutschland GmbH und der Maxomotive Deutschland GmbH.
Zu Monatsbeginn kamen mehr als 100 Teilnehmende aus den Maxus-Autohäusern zur alljährlicher Händlertagung zusammen in Würzburg. Begleitet wurde das Programm von Produkt- und Vertriebstrainings, Testfahrten sowie einer Panel-Diskussion zum Thema „Best Practices".
„Wir sind gekommen, um zu bleiben. Maxus ist die bekannteste chinesische Marke im Nutzfahrzeugsegment. Darauf wollen wir gemeinsam mit unseren Vertragspartnern aufbauen, um auch in Zukunft erfolgreich zu sein und die Dekarbonisierung im LCV-Segment
