Almost half of UK drivers would now consider buying a Chinese car as growing awareness, competitive pricing and wider model choice reshape the new car market.
Carwow research found 49% of motorists were open to choosing a Chinese brand for their next vehicle, up from 35% in January and 29% in summer 2022. The increase from January represents a 40% relative rise in consumer consideration.
Value overtakes badge loyalty
Value for money was identified by 42% of respondents as the main reason they would consider a Chinese car, while 24% expected the brands to offer competitive discounts.
Greater model choice is also helping the brands gain traction. More than 50 Chinese models can now be configured through Carwow, compared with 30 in August 2025.
BYD remains the best-known Chinese car brand among those surveyed, but awareness of newer entrants is increasing. Recognition of Chery rose by 14 percentage points, while awareness of Geely increased by eight points.
Dealer enquiries rise 119%
The change in consumer attitudes is translating into sales opportunities for car dealers.
Enquiries for Chinese models submitted through Carwow during the first seven months of 2026 were 119% higher than during the same period in 2025.
Leasing is also helping Chinese electric cars reach more customers. Carwow said 21% of motorists using its platform now choose leasing, with EV customers nearly twice as likely to lease as other car buyers.
Ben Carter, chief customer officer at Carwow, said: “The dramatic increase in UK drivers considering Chinese brands on our platform isn’t just about a response to cost-of-living pressures or lower price tags, it’s a shift in how people think about their cars. Buyers are leaving badge loyalty behind and looking for impressive tech and great value.
“2026, or the ‘Year of the Fire Horse’, is shaping up to be a huge year for the UK automotive market, and there’s a lot of ambition, pace and significant volatility for car brands.
“Carwow is tracking every car buyer’s journey: from first awareness to the total cost of ownership, and we are sharing our customer consideration surveys and Driver Power Survey findings with our retail and OEM partners so they can maximise leads, conversions and retention. Our market may be moving quickly in terms of new entrants, but buyers’ need for simplicity and transparency remains constant. Our focus remains on providing the data-backed clarity our partners need for their next opportunity.”
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