Chinese OEMs disrupt marketing and make a beeline to brokers

NEW Chinese entrants are proving themselves more agile and innovative when it comes to new car sales and are embracing the broker channel, compared to European counterparts, says independent contract hire and leasing broker Central Contracts.

Central Contracts, which trades as www.LeaseCar.uk. suggests that the lack of a full dealer network or corporate offering has prompted new market entrants to use the broker channel as a faster, more effective route to market.

New Chinese car brands are disrupting the UK market by operating more like tech giants than traditional manufacturers, trading automotive heritage for a high-tech “marketing stack” that includes AI-driven sales agents and gamified apps to engage digital-native buyers.

By moving away from traditional ‘dealership-and-TV-ad’ models and instead utilising highly integrated digital tools, community platforms, and AI-driven sales engines, they are also bypassing new-brand scepticism through strategic partnerships with legacy UK dealer groups and lifestyle icons like British Vogue and the Rugby Champions Cup.

BYD’s influencer-heavy Dolphin Surf (pictured) launch bypasses traditional marketing channels and instead relies heavily on social media and influencer marketing. This is in stark contrast to the strategies adopted by European brands, such as investing in Formula E.

By January 2026, brands such as BYD, Omoda, Jaecoo, and NIO had captured nearly 5% of the UK car market. Their sales success in the UK and Europe demonstrates levels of market agility never seen before.

Gareth Roberts, strategy director at Central Contracts, said: “New entrants, including Chery, MG, Geely, Leapmotor, and BYD, are actively targeting brokers with rapid, data-driven commercial decisions based on the latest market feedback as they look to drive sales. They involve brokers early to set the right price points and support levels before launch, unlike traditional European OEMs.”