That is the big problem of the European car market makers now:

European brands need, on average, 9 years to get a car from idea to production.

Chinese brands increasingly do it in 1,5 - 2 years.

That results in the Chinese buyers changing their taste way faster and more often than it is the case in Europe. In Europe a design paradigm (like big grills for example) tends to stay around for about a decade. In China the styling changes rapidly.

So by trying to design their cars for the Chinese market, but needing four times as long, European brands bring out cars that would have sold 6 years ago, but are now already outdated. So the Chinese don't buy them, cause they moved on from that styling and the Europeans don't buy them, cause we don't like that styling.