Struggling Sales for Chinese Electric Vehicles on Domestic Market

The automotive industry is abuzz with the growing interest of European consumers in Chinese electric vehicles, according to a recent survey by the Boston Consulting Group. The survey, which polled 9,000 people in ten countries, including the USA, China, Germany, Spain, France, UK, Italy, Netherlands, Norway, and Brazil, provides insights into the shifting preferences of consumers across the continent.

In Germany, about one in six consumers (16%) are considering buying a Chinese electric car. This proportion is higher than in the UK (15%), Italy (14%), and the Netherlands (11%). The Chinese automotive brand with the highest customer interest in Germany for entering the electric car market is MG Roewe, which leads in new registrations among Chinese brands with over 15,600 in the first eight months of 2025. However, BYD is rapidly growing and aims to significantly expand its presence with ambitious sales targets and expanding dealer networks.

The survey did not provide specific reasons for the interest in Chinese electric vehicles in Germany and other European countries. Nevertheless, the findings suggest a growing acceptance of Chinese brands in the European market, particularly in the electric vehicle sector.

In contrast, the greatest reservations about Chinese electric vehicles are in the USA, where only 7% of participants expressed openness. The reasons for these reservations were not specified in the survey.

The Boston Consulting Group expects electric cars to break through in Europe by the end of the decade, provided the EU does not significantly relax its goals and regulations. In Germany, the estimate is that 40% of all new cars sold could be pure electric vehicles by 2030, and over 90% by 2035.

Brand loyalty is a significant factor in the automotive industry, and the survey sheds light on this aspect as well. In China, brand loyalty is lowest, at 9% for mass producers and 14% for luxury cars. In Germany, about half of respondents in certain price classes would buy a car of the same brand they currently drive, compared to 35% in other European countries. The survey did not provide specific information about brand loyalty in China for electric vehicles or in Norway and Brazil.

The upcoming Munich Auto Show IAA will see several Chinese brands presenting their latest models, further showcasing the growing presence of Chinese electric vehicles in Europe. As the market continues to evolve, it will be interesting to see how consumer preferences and brand loyalty shift in the coming years.