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For years, many foreign companies treated China as a vast consumer base or a low-cost manufacturing hub. Now that paradigm is shifting dramatically. China is not just where multinationals scale production or sell at volume; it is increasingly where they make strategic decisions, engage in serious research and development and innovate in ways that will have a global impact.

For example, take Toyota’s R&D centre in Changshu, Jiangsu province. Led by local engineers, it has helped develop electric vehicles such as the bZ3X, a compact SUV, and the bZ7 sedan, with Chinese-designed components and in-cabin systems. Notably, the engineers did so as a fully owned car venture, with likely a reasonable amount of independence from Toyota’s headquarters in Aichi, Japan.

These are not just China-specific models; they feed into the car maker’s global EV strategy, signalling the country’s new role as a key piece of multinationals’ innovation jigsaw puzzle.

This shift demands more than lip service, though. The mantra “in China, for China, for the world” can no longer be empty flattery or sugar-coated sloganeering. Today, multinationals need to recalibrate their China strategy, primarily to treat that pledge as a binding commitment.

This pivot requires real R&D localisation and genuine decision-making power for Chinese engineers and product teams. It also calls for the creation of Chinese-led innovations that can be scaled globally.

Long-term conviction underpins this transformation. China remains uniquely attractive: its market size, consumer diversity, mature industrial ecosystem and world-class engineering talent offer structural advantages few countries can match.



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