On the Dash:
- Dealers should monitor consumer demand for lower-cost Chinese EVs, as 40% of buyers show interest.
- Familiarity with brands like BYD is still limited, indicating a need for education and marketing if Chinese cars enter the market.
- Dealer resistance may slow adoption, creating opportunities for early movers to attract value-conscious buyers.
A growing number of Americans say they would consider buying Chinese cars if they were available in the U.S., according to a new study from Cox Automotive.
The survey found that 38% of consumers said they would be extremely or very likely to cross-shop Chinese car brands, while 39% said they would not. The research also found that younger shoppers, particularly Gen Z, were most open to Chinese brands, with 69% saying they would consider one.
China now builds, buys, and exports more cars than any other country, yet most Chinese vehicles remain unavailable in the U.S. due to regulatory restrictions on software origins and high tariffs. Despite the barriers, many Americans see Chinese brands abroad or in border states, and exposure to these vehicles is expected to grow.
BYD emerged as the most recognized Chinese brand among U.S. consumers, with 35% aware of the company, followed by Chery at 30%. However, only 17% of consumers said they were “familiar” with BYD, and 16% with Chery. Dealers reported slightly higher familiarity, with 25% saying they were familiar with BYD.
Consumer interest in seeing Chinese cars in the U.S. is high, with 40% supporting their entry into the market. Dealers were far less enthusiastic, with only 15% supporting it. Affordability is a key driver: 68% of shoppers said Chinese cars would likely be priced lower than U.S.-available vehicles.
Perceptions of value and reliability also varied. Nearly half of consumers (49%) expected Chinese cars to offer good value, while only 32% believed they would be reliable. Most respondents had little to no firsthand experience with the vehicles, so their responses are largely based on expectations.
Cox Automotive surveyed 802 consumers planning to purchase a new car within the next two years. The study highlights a potential opportunity for automakers and dealers to engage buyers interested in lower-cost EVs and expand consumer choice in a market where traditional brands dominate.
