- A new study reveals that nearly 70 percent of Gen Z buyers would consider a car from a Chinese brand.
- That’s compared to nearly 40 percent of all respondents who said they were not very likely to consider a Chinese vehicle.
- Seventy-six percent of respondents would consider a Chinese car when partnered with a US brand.
Chinese automakers continue to expand their footprint, but the American market largely remains off-limits due to high tariffs. Despite that, a percentage of consumers say they would consider buying a Chinese-made vehicle, and one age group is far more likely than the rest: Gen Z.
According to a new Cox Automotive study, 69 percent of Gen Z respondents said they would consider a car from a Chinese brand. That’s a stark comparison to the 39 percent of all respondents who said they were not very/not at all likely to shop for a Chinese-made vehicle. Thirty-eight percent were extremely/very likely.
- Extremely / Very Likely — 38%
- Not Very / Not At All Likely — 39%
- Gen Z Likeliness — 69%
Despite consumers showing interest in Chinese vehicles, they lack awareness and familiarity with specific brands, according to the study. BYD had the highest brand awareness at 35 percent, but only 17 percent of them were familiar with the brand.
- BYD — 35%
- Chery — 30%
- Geely — 27%
- Changan — 26%
- Jetour — 25%
Forty percent of respondents support Chinese brands entering the US market, and partnering with established brands could greatly increase consumer interest. Seventy-six percent of respondents would consider a Chinese car when partnered with a US brand.
Motor1’s Take: Chinese cars continue to gain traction in new markets, with Canada recently agreeing to lower tariffs and allow imported vehicles. With young consumers more interested in Chinese vehicles, they could sway the American market. Cars are getting expensive, and more competition could result in lower costs for consumers.