A growing number of German consumers are increasingly open to considering Chinese automotive brands, according to recent research
A survey of over 1,400 users conducted by the online car marketplace Carwow, ahead of the IAA Mobility show, revealed that 42 percent of respondents would contemplate purchasing a vehicle from a Chinese manufacturer This marks a notable increase from a similar survey two years prior, where only 36 percent expressed such willingness
The research indicates a shifting perception of value A significant 34 percent of those surveyed cited a better price-to-performance ratio as the primary driver behind their consideration of Chinese vehicles, up from 24 percent in 2023 Furthermore, 22 percent believe that Chinese automotive technology is superior, a substantial increase from ten percent two years ago This increased interest coincides with a highly competitive electric vehicle market in China, where over 100 manufacturers compete, leading to production overcapacity and a subsequent push for expansion into European markets
Brand awareness of Chinese EV manufacturers has risen considerably Approximately 73 percent of Carwow users recognize BYD, which gained visibility as a sponsor at the UEFA European Football Championship in Germany last year Nio follows with 43 percent awareness and Xpeng at 35 percent However, awareness doesn’t necessarily translate to sales volume; despite substantial marketing investment, Nio recorded sales of just under 400 vehicles in Germany throughout 2024