Europeans would prefer to buy Chinese cars instead of American vehicles, study reveals

A new survey shows that more Europeans are now willing to buy Chinese cars than American vehicles.

The research, conducted by market insights firm Escalent, found that 47 percent of buyers in major European countries would consider a Chinese brand, compared to just 44 percent for American brands.

That’s a dramatic shift from last year, when more than half of European buyers were open to American vehicles, while only 31 percent considered Chinese ones.

The findings suggest Chinese automakers are gaining traction just as US brands are losing ground.

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Chinese cars are slowly climbing up

The study, which surveyed buyers in the UK, Germany, France, Spain, and Italy, shows that Chinese automakers are steadily improving their reputation across Europe.

While consumer trust in Chinese cars is still relatively low at 19 percent, that number has grown from 12 percent last year.

Meanwhile, trust in American vehicles dropped from 31 percent in 2024 to just 24 percent in 2025.

That decline has made the US the only country in Escalent’s study to lose points in both trust and purchase consideration.

At the same time, Chinese companies are making big marketing pushes, building dealer networks, and promoting affordable electric cars that appeal to European tastes.

In fact, Chinese brands managed to collectively outsell Europe’s most famous carmaker on its own turf, which is a pretty impressive feat.

In particular, successful models like the $10,000 BYD Dolphin show that Europeans are open to Chinese EVs, especially if the price is right.

American brands don’t provide enough compact EVs

Still, the study highlights challenges for Chinese brands.

For one, many Europeans believe Chinese cars should be cheaper than traditional competitors.

72 percent of respondents said they would only consider one if it costs less than their current vehicle.

Only 13 percent said they would pay extra for a Chinese car, even if it outperforms rivals, like the BYD electric supercar that is now the fastest EV in the world.

That expectation could make it difficult for Chinese brands that want to move upmarket and compete directly with luxury automakers.

Escalent’s research also suggests that American brands may be suffering from a lack of visibility in Europe’s most important EV segments.

Aside from Tesla, US automakers have few affordable or compact EVs on offer, which may explain why European buyers are less interested.

Tesla itself isn’t doing much better in the European market, with competitor BYD gaining market share at the expense of the American carmaker.

The full 2025 study will be released later this quarter, but the early data makes one thing clear: Chinese brands are gaining ground while American ones risk falling further behind.

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