According to a comprehensive survey of 4,400 consumers conducted by consulting firm Horvath & Partner and analyzed by Bernstein analysts, the percentage of Europeans interested in the Chinese auto industry has risen to 55%, up from 43% at the end of 2023.
At the same time, the number of those who completely reject Chinese brands has fallen sharply. They are now 21%, down from 46% two years ago.
Spaniards and Hungarians are ready to buy
The greatest openness to Chinese cars was recorded in Southern and Eastern Europe. In Spain and Hungary, 75% of respondents said they were ready to consider such purchases. In Italy, the figure is 64%.
Even in traditionally strong car markets such as Germany, interest is gradually growing – up to 46%.
The Chinese car industry is no longer a “niche” industry
The report notes that the key factor is becoming not only price, but also technological characteristics. Buyers are increasingly paying attention to the range of electric cars, charging speed and software features.
According to Bernstein’s assessment, Chinese brands are winning due to their strong positions in battery technology and software integration.
The classic criteria (safety and reliability) remain important, but technological parameters are becoming increasingly important.
There is also an increase in the number of consumers who confidently state a willingness to buy a Chinese car. Bernstein notes that 13% of respondents say they would “definitely” buy a Chinese car. This is double the figure from two years ago.
Bernstein analysts believe that Chinese automakers are moving from a niche category to the mass segment. This intensifies competition in the European market, where the battle is shifting toward technology and brands, not just price.
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