A groundbreaking study by market research firm Escalent reveals that 47% of European potential car buyers would now consider purchasing Chinese vehicles, surpassing the 44% who would consider American cars.
This marks a dramatic shift from 2024 when only 31% of Europeans considered Chinese cars while 51% would consider American vehicles, according to KC Boyce, Escalent's Vice President of Powertrain Innovation & Energy Transformation.
The survey, conducted across the UK, Germany, France, Spain, and Italy from May to July 2025, shows consumer trust in Chinese automotive brands has grown from 12% to 19%, while American brand trust declined from 31% to 24%.
Despite increasing acceptance, 72% of European respondents still expect Chinese cars to be priced lower than established brands, with only 13% willing to pay premium prices even for objectively superior Chinese vehicles.
Boyce suggests that geopolitical tensions, including tariffs and diplomatic disputes following recent policy changes, may be contributing to the declining perception of American automotive brands among European consumers.
