“Today, Chinese electric vehicle brands are very different from what they were 20 years ago,” explains Noel Ardila, CEO of JMC Colombia, the Chinese automotive company that is making a mark in the country. “Their quality has improved significantly,” he adds firmly.
JMC’s portfolio in Colombia, represented by Grupo Astara, comprises two business units: productive vehicles and light trucks under six tonnes, which account for 80% of its sales, and cars.
One of the main obstacles to the widespread adoption of electric vehicles is their price.
However, the situation is changing rapidly. Ardila argues that this is due to a significant reduction in battery costs, which are the most expensive component of electric vehicles.
According to data provided by the CEO of JMC, in China, the cost per kilowatt-hour of a battery has dropped from “$90 to $50”, a reduction of more than 51%.
“This reduction in battery costs from China allows us to launch electric vehicles at prices comparable to combustion models,” he tells Mobility Portal Latinoamérica.
He is optimistic: “Consumers are realising that Chinese products are not only not inferior but also come with advanced technology and affordable prices.”
JMC’s portfolio
JMC’s portfolio in Colombia consists of two main business units.
Within the category of electric trucks, JMC offers electric vehicles such as the Conquer EV truck and the Touring EV Cargo, designed for last-mile applications and adapted to demanding work environments.
They also include a 4×2 electric pickup, ideal for specific work uses.
The second business unit focuses on cars, with three passenger models: two city cars designed for urban trips of 200 to 300 kilometres and a sedan with a range of 500 kilometres.
These models, initially intended for the European market, are now available globally and were presented at the Motor Show last November.
Although the presentation was preliminary, the vehicles have been on display since January this year.
What trend is JMC observing?
Initially, the focus on electric vehicles was on trucks. However, the market has evolved, and there is now a growing trend towards entry-level vehicles, which are more accessible in terms of price.
“Nowadays, I am selling the B12 model quite evenly, which is priced between 60 and 80 million pesos,” he notes.
Previously, the market was more focused on higher-cost electric vehicles, but with the recent reduction in prices, demand is shifting towards more affordable models.
Additionally, it is important to highlight that electric vehicle buyers are not necessarily people purchasing their first car.
“Many people are choosing electric vehicles due to the advantage of not having vehicle restrictions, a key factor influencing their purchasing decision,” he emphasises.
Upcoming releases for JMC in Colombia
The automaker will launch a new version of its pickup, named Gran Avenue, which will replace the version used by the airline Avianca.
This change is not due to faults but rather a model refresh. It will be presented at the next Motor Show.
The airline uses electric vehicles for passenger and luggage transport within airports.
For its operations in Bogotá and Medellín, the company has opted for JMC’s Vigus electric pickup, designed to cover daily distances of up to 200 kilometres.
With 14 units in its fleet, each is equipped with a 156 horsepower engine and a range of 320 kilometres.
“It’s a small market, but I am confident it will grow exponentially as more people see these vehicles, have a good impression, and find charging locations,” he says.
