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Investing.com -- A significant shift in consumer sentiment is reshaping the European automotive landscape, with more than half of the continent’s drivers now willing to consider a Chinese-branded vehicle.
According to a comprehensive survey of 4,400 consumers conducted by Horváth & Partner and analyzed by Bernstein, openness to Chinese OEMs has jumped to 55%, up from just 43% in late 2023.
Breaking the “quality barrier” in southern and eastern Europe
The survey reveals that the historical resistance to Chinese vehicles is evaporating. Only 21% of Europeans now say they would outright reject a Chinese brand, a sharp decline from the 46% who held that view two years ago.
The highest levels of adoption are in Spain and Hungary, where 75% of consumers are willing to purchase, followed closely by Italy at 64%.
Even in traditional automotive strongholds like Germany, the tide is turning. Interest among German consumers has risen to 46%, despite the country’s deep-rooted loyalty to domestic giants like Volkswagen and BMW.
Shifting consumer preferences are increasingly driven by a "value gap," as Chinese manufacturers leverage their lead in battery technology and software integration to offer features that remain at a premium in European-engineered models.
Trust shifts toward tech as brand loyalty fades
The report identifies a fundamental change in what drives trust in the automotive industry. "Classic" criteria like safety and reliability remain paramount, but European consumers are increasingly prioritizing "new" tech-driven factors such as charging speed, battery range, and infotainment connectivity.
Chinese brands like BYD, MG, and NIO excel at the new consumer preferences and are perceived to be highly competitive.
Bernstein notes that 13% of respondents now say they would "definitely" buy a Chinese vehicle, doubling the figure from two years prior. Incumbent European automakers should realise that the latest data suggests a narrowing window to defend market share.
As Chinese brands move from a "niche" curiosity to a mainstream consideration, the competition is shifting from a price war to a direct battle over technological relevance and brand trust.