Dramatic increase in drivers who would now consider a Chinese car

NEARLY half of all UK drivers (49%) surveyed by Carwow would now be open to considering a Chinese brand for their next car – a 40% uplift since January, from 35%.

In summer 2002 that figure was 29%. Earlier this month, Broker News reported that in July, the first time, the top five fastest growing car brands in the UK based on unit increase were all Chinese new entrant brands. Until then, there had always been at least one established brand in the top five.

Carwow says that cost issues seem to be driving the change, with 42% of respondents citing value for money as the main reason to now consider a Chinese brand, while 24% reference the expectation of being offered ‘competitive’ discounts.

There has been 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. The survey also measured brand awareness, and while BYD remains the market leader, newer entrants have seen significant growth. Recorded awareness of Chery and Geely rose by 14 and eight percentage points, respectively.

The number of Chinese-brand models available to configure via Carwow now stands at over 50, an uplift from 30 in August 2025.

A trend to leasing

Another trend that may be at play is the increase in leasing for Chinese EV models. Carwow is now seeing more than one in five motorists (21%) use leasing as their method of purchase, and those buying EVs via Carwow are nearly twice as likely to be leasing customers.

“The dramatic increase in UK drivers considering Chinese brands on our platform isn't just 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."

Ben Carter, Chief Customer, Marketing & Media Officer at Carwow Tweet

“The ‘Year of the Fire Horse’ 2026, 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.

“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.”