Europeans Now Prefer Chinese Cars Over American, Study Finds

Escalent survey shows 47% of Europeans would consider Chinese cars, while interest in US brands drops. Trust rises but price sensitivity remains high.

Europeans are increasingly turning toward Chinese cars while losing interest in American ones. According to Escalent’s 2025 survey, conducted in the UK, Germany, France, Spain, and Italy between May and July, 47% of respondents said they would consider a Chinese car—up from just 31% last year. In contrast, consideration for American cars dropped from 51% to 44%.

Chinese automakers are making a full-scale push into Europe. Brands like BYD, MG, and Chery are ramping up advertising, building dealer networks, and even localizing production. BYD is already constructing a factory in Hungary and aims to produce all its European vehicles locally by 2028. This move helps offset the EU’s recently increased tariffs on Chinese EVs, now ranging between 17% and 38% on top of the standard import duty.

Price, however, remains a decisive factor. A full 72% of buyers expect a Chinese car to be cheaper than their current one, and only 13% would pay more even for a superior product. That pressure has driven aggressive promotions—BYD, for instance, offered its Dolphin Surf at a launch price of €19,990.

Trust in Chinese goods is rising, from 12% in 2024 to 19% this year, yet still trails American products at 24%. Interestingly, the U.S. is the only country where trust levels declined, a shift analysts partly attribute to growing geopolitical tensions, tariffs, and trade disputes.

Industry voices caution that low prices alone won’t win over the premium market. Experts note that success will require vehicles designed with European tastes in mind. AlixPartners projects that Chinese brands could double their European market share by 2030, potentially approaching Japanese and Korean levels. The competition is only heating up, and Europe’s automotive landscape may soon look very different.