- A new study shows that 38% of Americans would consider a Chinese car if they were available in the U.S.
- For Gen Z, the number is 39%.
Americans are increasingly aware of Chinese cars not sold in the U.S., and some would consider buying them if they had the option.
A new study from Kelley Blue Book parent company Cox Automotive finds that 38% of Americans say they would be extremely or very likely to cross-shop Chinese car brands if those brands were available. A nearly equal share — 39% — said they would not.
The center of the automotive world has shifted. China now builds, buys, and exports more cars than any other country. Chinese cars are proliferating on roads worldwide…except in the U.S.
But several measures block them from being sold in the U.S., including rules about where software in cars originates and unusually high tariffs.
Still, Americans interact with the rest of the world. They see BYD, Nio, Geely, and other Chinese brands on foreign trips or even in border states, where they can cross into the U.S. from Canada or Mexico – a sight that will become more common soon.
Cox Automotive researchers surveyed 802 consumers who expect to purchase a new car within the next two years. It found growing openness to Chinese brands, particularly among younger shoppers. Sixty-nine percent of Gen Z respondents said they were likely to consider one.
BYD Has the Lead in Mindshare
- BYD was the Chinese brand Americans were most likely to know.
- Dealers also knew it best.
Americans were more likely to know the name BYD than any other Chinese automaker. Thirty-five percent of shoppers were aware of the automaker, now the world’s largest producer of electric vehicles (EVs).
Chery came in second with 30%.
Only 17% called themselves “familiar” with BYD, and 16% said the same of Chery.
Dealers were slightly more likely than consumers to know the brands, with 25% of dealers calling themselves familiar with BYD.
40% Want the Option
- 40% of shoppers but just 15% of dealers want to see Chinese cars on sale in the U.S.
Unsurprisingly, buyers want more competition in the car market, and dealers don’t.
Forty percent of consumers said they would support Chinese auto brands entering the U.S. market. Just 15% of dealers said the same.
The desire comes mostly from affordability issues in the new car market. With the average new car now costing nearly $50,000, 68% of consumers said they want Chinese-built options because they would likely be priced lower than the cars currently available.
Forty-nine percent of shoppers expect Chinese cars to be a good value for the money. Just 32% expect them to be reliable. Notably, most have little to no experience with the cars, so this data is simply based on assumptions.
