A Cox Automotive study has revealed that Generation Z in the US is ready to buy Chinese cars. While Chinese brands, including BYD, are not yet officially present in the American market, interest in them has already been formed.
Nevertheless, 38% of buyers stated that they are ready to consider a Chinese brand, while 39% are not. Among Generation Z, interest reaches 69%.
However, awareness remains low. Almost half of the respondents reported that they had heard of Chinese brands, but only know about BYD well, and this is only 17% of those surveyed. Among dealers, the level of awareness is even lower — about a quarter.
About 40% of consumers are interested in Chinese brands entering the US market, but only 15% of dealers support this idea. At the same time, 92% of sellers expressed concern about reliability, safety, and durability issues.
If a Chinese automaker enters the market in partnership with an American brand, the willingness to buy increases to 76%. The main factor of interest is price: almost half of those surveyed positively assess financial accessibility, 35% — efficiency. However, American Tesla Model Y and Chevrolet Equinox still lead in recognition and trust.