A Carwow survey has found that 49% of UK drivers are open to considering a Chinese brand for their next car.
This represents a 40% uplift since January, which saw consideration at 35%, and a significant rise from 29% in summer 2022.
Ben Carter, chief customer, marketing & media 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.”
Cost concerns are driving the change, with 42% of respondents citing value for money as their main reason to consider a Chinese brand, while 24% cite the expectation of ‘competitive discounts’.
There was an increase of 119% in enquiries for Chinese models placed via Carwow during the first seven months of 2026, compared to the same period in 2025.
In terms of brand awareness, BYD remains the market leader.
However, recorded awareness of Chery and Geely rose by 14 and eight percentage points, respectively.
There are now over 50 Chinese-brand models available to configure via Carwow, an uplift from 30 in August 2025.
Carwow is now seeing more than one in five motorists (21%) use leasing as their method of purchase. Those buying EVs via Carwow are nearly twice as likely to be leasing customers.
Carter said: “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.”
