How do European consumers view Chinese electric vehicles sold in Europe? Are they cautious? Optimistic? Conditional? Recently, McKinsey’s Mobility Consumer Pulse project surveyed 15,034 consumers in France, Germany, Italy, and Norway. The survey aimed to understand their views on electric vehicles. It found that Chinese car manufacturers have lower brand awareness in Europe compared to U.S. and Japanese brands. Between 55% and 80% of European respondents had never heard of Chinese brands. However, some electric vehicle owners, younger people, and luxury car drivers know more about Chinese brands. As the shift to electrification continues, new players enter the European electric vehicle market. In the past three years, over 35 new car manufacturers began selling electric vehicles in Europe. More manufacturers plan to enter the European market. In the next three years, over 400 new electric vehicles may arrive in Europe.
More potential buyers consider non-European brands. Surveys show electric vehicle owners expand their brand options. European brands like BMW, Mercedes-Benz, Renault, and Volkswagen remain popular. Fifty-one percent of potential electric vehicle buyers prefer these brands. Japanese and Korean brands like Hyundai, Kia, and Toyota follow with a 39% share. American brands such as Cadillac, Rivian, and Tesla, along with Chinese brands like BYD, Li Auto, NIO, and Xpeng, also gain attention. The European car market has a long history. Consumers feel a deep pride in local brands. They view domestic cars as safe, well-designed, high-quality, and comfortable. Established dealer networks and after-sales services enhance trust in these brands. Research indicates that first-time electric vehicle buyers often trust familiar local brands, especially if they previously owned a gasoline model from the same brand. However, they lack basic trust in Chinese brands. They are skeptical about the quality and data security of cars from this emerging market. Yet, they are impressed by the innovative features and cutting-edge technology of Chinese vehicles. As more consumers visit Chinese brand showrooms, they directly experience the comfort of interiors, smart voice assistants, immersive sound systems, and high-end multimedia features. This exposure raises their expectations for smart driving and cabin technology.
Respondents are sensitive to the prices of Chinese electric vehicles. They believe Chinese brand electric vehicles are expensive. Their purchase price expectations usually fall below those of similar domestic products. Half of the respondents would consider buying a Chinese brand if its price is at least 15% lower than domestic models. Twenty-five percent prefer a price difference of about 10%. Another 25% are indifferent to price. A previous AlixPartners survey showed that in Germany, 70% of respondents likely to buy an electric vehicle would consider a Chinese model if it costs 20% less than similar options. The same percentage applies in France. In the high-end brand sector, 33% of European respondents are willing to buy a Chinese brand in the future. However, EU tariffs on electric vehicles imported from China may raise prices and influence consumer brand choices.
Potential buyers who have not yet purchased electric vehicles cite high prices as the top factor affecting their decision. They also worry about insufficient battery range and battery life. Many respondents express concerns about rising electricity costs and the availability of public charging infrastructure. Research on vehicle characteristics and buying preferences shows that potential buyers value advanced driver assistance systems. Young consumers favor smart and connected technologies. Additionally, 25% of potential buyers show strong interest in purchasing vehicles online.